Organizing your Prose
http://www.webstyleguide.com/style/organize.html

Lynch, Patrick J. and Sarah Horton
Yale University
1999

Abstract:

Documents written to be read online must be concise and structured for scanning. People tend to skim Web pages rather than read them word by word. Use headings, lists, and typographical emphasis for words or sections you wish to highlight; these are the elements that will grab the user's attention during a quick scan. Keep these elements clear and precise — use your page and section heads to describe the material. The 'inverted pyramid' style used in journalism works well on Web pages, with the conclusion appearing at the beginning of a text. Place the important facts near the top of the first paragraph where users can find them quickly.