Make sure that topics are clearly labeled and break up your text into short paragraphs. Don’t overwhelm your visitors with text that is visually overwhelming. You have less than 10 seconds to grab your visitor’s attention. So be compelling, concise and clear. Update your content on a regular basis. Nobody wants to read the same stuff over and over. Static or dead content won’t encourage visitors to return to your website. Speak directly to your visitors. The word “you” should be used as much as you possibly can. Minimize using us, we and I.