egurr - 7:29 pm on Sep 8, 2006 (gmt 0)

Content should be
1.informative
2. very short (people read newspapers, scan web pages)
3. broken into sections with bold headings (scan friendly)

Learn it, know it, live it.

Doing these things and maintaining relevance to your thesis statement doesn't often fail. We have pages on sites that we've re-written from a marketing/scan perspective that have average on-page time of 2 minutes and 30 seconds.