Use descriptive subheadings
Break up paragraphs of text with descriptive subheadings. This allows users to easily scan the page to find what they're looking for. Using subheadings will also force you to group the content logically. If you can't think of a clear, instructive subheading, the text may not actually be relevant to your users.
Important words in bold, not underlined
Use bold to highlight important words.
Don't underline words as it makes them look like links.
Use descriptive link text
Link text stands out on screen and helps users scan for keywords. Avoid "click here" or "learn more". Phrases like this don't tell readers where the link will take them. You're forcing them to stop scanning and read around the link in order to get context.
Read more about why writing good link text is important.
Bulleted and numbered lists are:
- easier to scan than paragraphs
- less intimidating
- usually more succinct
Call to action
What should users do next? Always try to provide links to further information. This could be a form, additional guidance, contact names, or another related page on the site.