Write using the inverted pyramid of newspapers. Start with the conclusion, then add supporting details. Break complex information into meaningful chunks that fit onto one or two screens. Scrolling creates continuity of thought that can last up to 4 screens. After 4 screens, scrolling becomes irritating.
Users usually scan for clickable links.
Provide meaningful content to encourage users to stop and read . Say something important. Make text scannable and readable. Use meaningful, rather than cute, headers to identify major topics. Organize information into lists.