Online readers aren't linear. They move quickly through the document in whatever order suits them as they try to grab the information they need. Online readers are skeptical. They want online writing to assert its credibility right away. They hate marketing hype.
Readers hate to scroll.
These aids include menus, tables of contents, and short summaries of what can be found on other pages. Highlighting key words, providing meaningful heads and subheads, and incorporating clear links. That means fewer words than print documents, shorter paragraphs, bulleted text, and short pages. Integrating graphics with text. Using hypertext links to provide more information and accommodate the needs of different readers.