It must be self-evident. Large blocks of text are hard on the eyes. They want to know who's responsible and who to contact. On children's computers, they expect safe internet resources. Since hypertext allows people to talk to each other online, they expect forums or discussions or bulletin boards.
Research shows that people stay at a web site four times longer when they can interact on it.
Speed Fast download is THE major consideration. Break up long lists by organizing them in logical categories Use lots of empty space to make text easier to read Any text should be half as long as anything you would write for a printed brochure Don't require them to download software or updated browsers in order to use your basic content. Avoid anything that slows them down. If you must use them, explain what's in it for them and offer appropriate downloads right on the page where they'd be required When necessary images or files are long, warn users upfront that it will take a while to load. Any time you change a policy, drop a service, add a service, change hours, updating that information on your web site is an essential part of implementation.