Air Kaplan who keynoted the recent ABA Techshow made the point that people look to the Internet for getting valuable information rapidly rather than in perfectly formed sentence of beautiful prose. Two points about this:
1. It isn’t imperfections that people want, it’s that they are willing tolerate a higher level of it in exchange for experiencing a real person with personality and valuable information. Lawyers have a hard time accepting the fact that personality engages and the stiff, formal approach turns people off.
2. Statistics show that people don’t read web pages, they glance at them. Don’t waste time with long, explanatory paragraphs. Get your points out quickly and make them easy to read at a glance. Use bold and white space (like this post here! ; ) )
Reading Tea Leaves by Randy Wilson 