Format affects whether content is read.
THE SHAPE THAT WORKS
A title stating what the page covers An opening that answers or frames the question immediately Sections with descriptive headings Short paragraphs Lists where the content is genuinely a list A closing that says what to do next
WHY
Most people scan before deciding to read. Structure lets them find the relevant part, which keeps them on the page.
A wall of text loses readers regardless of quality.
HEADINGS
Descriptive rather than clever. "How to point your domain" beats "Getting started".
Readers scanning the headings should understand the article's shape.
PARAGRAPH LENGTH
Three or four lines on a phone screen. What looks reasonable on a desktop is a wall on mobile.
LISTS
Use them for genuine lists. Do not format prose as bullet points, which fragments the argument.
LENGTH
As long as the topic needs. Stop when the question is answered.
ON MOBILE
Preview everything on a phone. Most readers are there.
