If the page is easily scannable and looks inviting - far more people are likely to read it.
Use an introductory linked content list. People can then rapidly skip to the paragraph they need to read.
Don’t use complex numbering systems. You’ve seen it especially on Government websites e.g 11.7.4 subsection 12. On a website people rapidly scan down the left margin trying to take in keywords and phrases, complex numbering interrupts this process. Simple numbering (say 1 - 9) is fine but complex numbering should be replaced by clear structuring and hyperlinks.
Clearly signpost each section using subheads and bold words to introduce them, as on this paragraph. Then readers can rapidly scan down the headings to find the ones of interest and skip those that are not.
Make the text clearly readable. The ICO survey reported that half those surveyed wanted print to be larger. Choice of typeface is also important, and ideally use black type on a white background.
Avoid cross-references that result in the reader chasing around web pages with wording such as ‘see paragraph 4.2 subsection 12.’
To prevent legal misinterpretations, you will very often find the legal definitions of terms preceding the main body of terms and conditions. This will discourage the reader from even starting to read the material.
So place legal definitions of terms on a linked page. You may be able to code the web page to display the definitions in the main document when the mouse passes over them. Careful writing can make definitions unnecessary.
Don’t just publish terms and conditions as a pdf. People are less likely to read pdfs. Publish to web as a first priority and, perhaps additionally, offer a pdf version as well. Unless you are up-to-speed with pdfs there is a good chance that your pdf will have accessibility issues and may not be compliant with disability legislation.
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