Ameliorate your web presence!

How do you like this sentence – one of many in a lengthy paragraph – from a website that tells you how to make your website more readable and attractive to folk –

Our conjecture to explain this finding is that promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts.

Some of the site made a bit more sense –
Web pages have to employ scannable text, using
• highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
• meaningful sub-headings (not "clever" ones)
• bulleted lists
• one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
• the inverted pyramid style, starting with the conclusion
• half the word count (or less) than conventional writing