Don't make your reader pause to decide if he or she is reading something correctly. A Common Sense Approach to Web Usability. Use each paragraph or chunk to relay only one idea. Your visitors are most likely scanning, so they are unlikely to take away more than one idea from a paragraph. By chunking, you minimize the risk that they will miss something you want to convey.
Bulleted lists are a web writer's friends.
They slow the reader's eye, and draw attention to the listed information. When presenting a series of three or more items, a bulleted list is processed much more easily than a long sentence punctuated by repeated commas or semicolons. Web users don't like to scroll. If you must use lengthy content that requires scrolling, offer the user jumplinks for quick access to the content relevant to them. You can't fight the users' tendency to scan, so you might as well help them.