It's clean, fast, readable, accessible, works without js. The information is presented directly and to the point.

- Only add things that improve upon Reader View. A table of contents, better typography, and that's about it.

- Get to the point. I put a lot of effort into writing succinctly and unambiguously. I revise my content time and time again to get it just right. Information architecture is also important.

- Sweat the small stuff. Reduce friction for your users wherever you can. Something as simple as a letter template makes a big difference for readers that dread communicating in German.

I've been doing this for seven years, so I picked up quite a few tricks along the way. It all comes down to knowing my users, and working hard to reduce their pain.