People very rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences. There are a few things you can do to help catch the eye of a passing visitor who's scanning your content:

• Highlight keywords by using links within content and making keywords bold.
• Use meaningful sub-headings and make them stand out from the rest of the content.
• Bullet points help get across key points of your content.
• Try to use only one idea per paragraph. Users will skip over any additional ideas if they are not caught by the first few words in the paragraph.
• Experiment with the inverted pyramid style of writing, start with the conclusion and get more detailed as your read more of the content.
• Write your content for your website and then half the word count (or less!). Use a lot less words than normal documents.
• Write short paragraphs - keep the length down.
• Put your content in to bite-sized bits.