Scan it or read it?
My personal web site is compsed mostly of genealogical information. Most people find my site through Google and start off at a page containing a name for which they were searching. In general, these pages have data presented in a standardized manner so people can see pertinent information immediately.
As we were discussing in another forum, most web designers are not professional writers, but could certainly benefit from learning more about writing style and composition.
I think headings are often overused and improperly used. If you write an outline for your text (if your text is lengthy enough to warrant one) you should see the points where headings and subheadings would be beneficial. This heirarchical outline and use of headings is helpful to readers looking for specific information but not intent on reading your full text.
Text style changes are helpful in identifying certain words or phrases. Though [b] and [i] are not acceptable in strict HTML standards, content identification like [b] and [i] work to take their place. The [b] tag is usually represented in a browser by bold text, and the [i] (emphasized) tag by italicized text. Screen readers that take into account these tags can place special emphasis on the words. Colored text or changes in background color are very helpful, but sometimes overused. Good contrast between text and background is essential. Being consistent throughout your site with the use of these "attention-grabbers" is very important.
For commercial sites it is often suggested to write for the "least common denominator". I have frequently heard it mentioned that newspapers articles are written at a sixth-grade reading level. Keep your target audience in mind when composing your text.
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