1. Make logical sections of your page
Users will easier navigate through your site if you organize content in meaningful sections. Don`t just throw everything in one box. Structure your web site content to flow naturally from one idea to another. Make sure you include Site map, About and Contact page.
2. Each section should have a separate page
Whenever I open a website and see that scrollbar on right keeps getting smaller and smaller, i start to roll my eyes. I mean, who has time to scroll down for two minutes. Unless nature of your website needs it, try to avoid it!
What you should do is think of your website as it was a book. Each chapter is a separate unit, but it is connected with on chapter before and after. I try to follow the idea 1 page = 1 idea = 1 keyword. This is good for visitors as well for search engines.
3. Break long text into smaller blocks.
If you have a larger text that needs to be on one page, break it into several paragraphs for better readability. What also works is adding some eye catchers such as Headings, small graphics, or other elements to divide long monotonous text blocks.
4. Keep it simple and readable.
Unless you are writing an science article, try to use common language that your target audience will understand. If people get bored reading one article, why should they read another one. They will go away and probably not come back. So make sure content of your web page is interesting and easy to read.
5. Write web content in text editor
Prepare all your texts in a text editor, before you paste them into your web page. There are several reasons for this. Firstly, it will check your spelling. And secondly, you can check how many words have you written. You should hit at least 200-250 words for each page you put online.
No matter what your website is about, content (text) is still the number 1 factor why people visit web sites. If you really want success than care for your content and care for your visitors. Tell something of real value to your visitors and write it with grace.
Good luck with your site!