Use hyperlinks to add depth to content. Don't define every word or concept on a page within the page itself. If you create a glossary, and link those words in the text to the glossary, the user can look it up if they need to. Use objective language using neutral rather than subjective, boastful or exaggerated language. Do NOT use underline.
Customers associate underlined text with links on Web pages.
If it's not a link, it should not be underlined. Content text generally should be in Arial or TimesRoman because these fonts are standard on probably every computer out there. If you use a font that someone doesn't have on their computer, the browser defaults to TimesRoman. If there is a lot of text, make it a smaller size, so the page isn't huge. But it is best to use very concise phrasing, bulleted points, and to avoid large blocks of text.