Unless you’re blogging for a very specialized audience — such as on an internal blog limited to members of organization — it’s important to keep the reading level manageable. It’s not a question of how smart your readers are. Instead, it’s a matter of how much time they’re able to devote to your post.

Angie Banicki is the blogger behind Angie’s 30 Before 30, as well as a publicist. Her biggest recommendation for styling your blog posts is to keep it quick and easy to read. It’s not a question of length, but rather of formatting and engagement.

Angie points to the short attention span of readers: “I always try and think about what would personally keep me engaged. I generally go back at least three times and shave off sentences. It’s a bit of the twitter method: less characters – short and tweet.”

You can use the format of your post to help break up the text for readers: use photos to tell a story or explain a point, as well as lists and formatting to make the text visually appealing.