Breaking up your text into paragraphs makes your content easier to digest, but you also want to use headings to allow for scanning. Here’s an example of what I’m talking about:
The headings are in red and they are larger than the ordinary content text. They give you an idea of what the following text is going to be about. I do personal training on the side, and I get almost all of my business through this website. In the beginning, it was just a nice looking site, but it didn’t start generating leads until I changed up the copy.