6Don’t allow page design to interfere with the message.
Lead your visitor straight to your message without forcing them to stop and think about the visual design of the message.
7Don’t allow writing style to interfere with the message.
Write to convey information. Style must serve content, and that means the reader must see straight through the writing to the content behind it.
8Layer information.
Layering is the art of putting vital information in a short form with little explanation on the outermost layer seen by the online visitor, but providing links or some other path that allow readers to dig deeper for greater detail where they feel they need to.
9Chunk information.
Group information into logical, bite-sized pieces. A “chunk” of information should try to answer a single question on a single topic.