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If you are providing content for your website, these tips will help you accomplish your business objectives AND meet your users' needs. Sources: Jakob Nielsen “Website Reading: It (Sometimes) Does Happen.” http://www.nngroup.com/articles/passive-voice-is-redeemed-for-web/ http://www.nngroup.com/articles/how-users-read-on-the-web/ Helena Roeber, Rachel Garb Google I/O 2013 - Enchant, Simplify, Amaze: Android's Design Principles Read less