If it interests them they'll read on for the details, but they won't read on to find out if it does. Keep your paragraphs much shorter than is normal for print. Use only one idea per paragraph. Clear writing is easier to read. Make it clear, concise, and simple and they will keep reading.
Clear writing is also more credible.
Above all don't use exaggeration and hyperbole. A list organization helps both clarity and scanning. Worry a lot about how you divide your material among your pages. Never have a page without at least a 'home' button. As in all things, there are exceptions.