When people read a web page, they are usually scanning for relevant info. It is much easier to do this when text is broken up into smaller chunks.
Keep paragraphs small – only a few lines – rather than one big wall of text. This is especially important when you consider mobile users, as scrolling through a huge block of text on a small screen can be daunting.
Use headings, bullet points and images to break up bodies of text and make it all more interesting to read.