Surfing & Browsing
are not idly named.

Users of the Internet skim the surface at high speed.

You have to catch their attention with a headline or a "hook".

Printed documents do not work on a screen.

Pages are scanned not read.

"The Internet loves a list"

• summarise,
• bullet point,
• offer a full version as an option.
  
  

The eye is not comfortable reading the whole width of a screen.

Text has to be broken down into comfortable widths.

There is a (small) limit to the number of words that can be effectively deployed on a web page.

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