Use explicit titles and subject lines. Write a strong lead. Use frequent paragraph breaks. Provide context. Link smartly. Be brief.
I value good and explicit titles. Catchy titles (which relevant to the subject) will give your readers a lot of information. It provides readers with a context for the text. It gives readers what information should they be looking for. It gives an indication to readers if they should be interested on the writing, especially online. Geek to Live: Write effectively for the Web – [Lifehacker]