On the third level pages, where the more meaty content lays, I used longer paragraphs, less highlighting of words, subtitles and a conclusion at the top. The fourth level the same, and at the fifth level were some downloadable PDF's. Someone will come up with an idea, a word, a concept or something, and it will spread like virus through the world, unstoppable . A lot of the writing on the web is just about spreading memes. Weblogs spread memes.
Mailing lists spread memes.
Story telling is socializing and teaching Stories can be retold often, no problem. The repetition helps nail down the points of the story, the hidden content. Agreeing on a story's morale builds social connections. In the old days, a story was told. Every person who heard it, heard a different story ofcourse.