Here are some best practices you can use when writing content for the web:
First define the five w's: who, what, where, when, and why, and focus on the details after. This is referred to as the inverted pyramid. When writing for the Libraries' website, use this outline as a model:
Break up rows of paragraphs with headings and subheadings. The larger size will help readers scan for information relevant to them. Headings also improve the accessibility of your content as well as its search engine score.
To highlight important links, steps in a process, or pages to explore next, use a list. Their shorter length and indentation provide contrast against the longer lines of text in the paragraphs that surround them. Links are much easier to scan when in a list.
Begin with the objective when creating lists. This makes it easier to scan each point. The bullets above for "Put the most important information first" is an example of putting the goal of an action first. It makes it easier to bold or put hyperlinks on the first couple of words and not interrupt the visual flow of each line.
Always use color with another element like scale or contrast. Using color alone may obscure content or make your hierarchy fail for users who are colorblind.
When you have a lot of content, sometimes you just need to reset the page hierarchy and start a new page so your message doesn't get lost at the bottom. You may want to present one topic on each page. Users can use the website's menu to jump to the page most relevant to them.