Design for scanners, not readers. And make the structure visible. Explain the page's benefit above the fold. Help Users Make Decisions and Act on Them So far, the Web appears to be less about entertainment than about decision support for daily living. Think of your site as a funnel.
Tone is important.
Use active voice. Design for Scanners, Not Readers People encounter a lot of text in their lives and read very little of it beginning to end. Instead, they scan quickly, looking for visual clues to whether a page is useful or interesting enough to be worth reading. If they don't find what they want quickly, they bail out. To do this, give your text structure, and make the structure visible.