It is very well known that when someone is trying to locate information or find a helpful site for what they are looking for, they will very briefly skim through the pages and not read it word for word. Because of this, you want to make sure your website is as "scannable" as can be. In order to achieve this you can take into consideration many ideas. For your titles and keywords that you would like to use to associate your website with, make sure they are bold and big. Use the inverted pyramid idea and put all of your most important information at the top of the page followed up by more in depth detail. Make sure you have one main topic per page to not get the individual confused. I also find that with some information, ordered or bulleted lists are very eye catching.