Linking within text
A link has emphasis. Link too much, and soon everything has emphasis—so nothing does. Also, make sure you are emphasizing useful text. Name your links with descriptive titles rather than using “click here.” See the following examples:
Shape your content for online reading
Most online readers scan first. Concise sentences that convey their point quickly are more likely to grab visitors than long, complex sentences and are more likely to entice people to explore further.
Shorten and strengthen sentences
Begin your sentences with strong subjects and verbs. Tell the reader who is acting and what the actor is doing. Leading with strong subjects and verbs puts the most important words at the beginning of the sentence and condenses your text.
Use concise phrases
You can replace many common and redundant words and phrases with briefer, more direct, and equally familiar words.