Focus on easy reading:

• new paragraph every 3-4 lines, empty line in between
• a bold sub-headline every 2 paragraphs; sub-headline should sum up the content of the paragraphs that follow
• max line length 60 to 80 characters
• use lots of images to break up the text and provide variation

Intro paragraphs

Make introductory paragraphs in boldface or larger font size. When the test subjects encountered a story with a boldface introductory paragraph, 95% viewed all or part of it.

Every SmashingMagazine article starts with an intro paragraph: