[anasporn]

I bold or italicize words/phrases that I want to catch the surfers' eyes. Most online surfers will "scan" instead of actually reading, and there are formatting tricks to catch their attention long enough to get them to slow down and actually read.

unordered lists
key phrases/short sentences bolded
occasional italics
keep paragraphs short (avoid the "wall of text" ... Walrus!)

There was an old article by Jakob Neilsen several years ago about it ... but that was saved to the computer before the one that died Friday ... tbh I am not completely sure it's still available online but it was a true gem about how people "read"/scan online info.