What you say and how you say it is extremely important. However, your online content will not get the attention it deserves, if it looks hard to read.
Most of us have mountains of material to get through every day. We need to be able to quickly skim blogs and articles – get what we need and move on.
Our eyes influence our behavior. If something looks dense or hard to read we take a pass and find something similar that we can skim through quickly. Our time is too valuable to waste reading something that may not answer our question or give us the information we need.