Use bulleted lists to cite similar items. Don't use them for a set of unrelated points; it is not an excuse for failing to organize.
Use numbered lists to detail sequential steps in a process or to indicate hierarchy of the items.
Reduce Mental Effort
Cut words to the essence. Then cut again. Excess wording is the key obstacle to a quick info seek and is most often the byproduct of writers on a deadline.
Maintain active voice, unless the frontloading of keywords would provide more value in a spot. Active voice is more dynamic, usually shorter, and takes less thought to process than the less direct passive voice.
Employ parallelism with heading and list item formats as much as possible. Notice how most of the headings on this page start with a verb? Less effort for the reader to process.
Use descriptive link text. Users should never have to read surrounding text to know where it will lead. Blind users often don’t have the option.
Write numbers as numerals (19) rather than spelling them out (nineteen).
Highlight Key Points
Frontload keywords. Eyetracking research shows that people pay most attention to the first 2 words of a line.
Boldface keywords or key phrases. Italics also can be used, although it is generally less noticeable and sometimes less readable. Never underline, as it can be confused for a link.
Don't overemphasize. If you find yourself highlighting whole sentences, bolding links, or emphasizing 30 items, you’re overloading users. Choose your priorities and simplify.