meaningful sub-headings (not "clever" ones)
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How Users Read on the Web - 0 views
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Booo....
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one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
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Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.
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(Update: a newer study found that users read email newsletters even more abruptly than they read websites.)
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