Most good pages are held together by well-edited copy, not visual effects. Rich text is the right choice for paragraphs, subheadings, lists and explanations that belong together as one natural content section.
With longer copy, the goal is not to use as much formatting as possible. It is to keep the content easy to scan and comfortable to read.
Use it when the content needs continuous reading and does not require its own visual component.
Services, processes, background information or anything best explained in a few connected paragraphs.
Useful when one topic contains several smaller ideas but each does not need its own separate block.
Use them when several equal points need to be scanned more quickly than they would in running text.
A brief thought between two larger sections can have its own rhythm too.
Start with the point, then expand it in short paragraphs. If you have several separate ideas, a list is quicker to scan.
For longer copy, Reading width is usually more comfortable than stretching lines across the full page.
A centred, contrasting text band can give readers a brief pause before the page changes topic. Keep it short: if you need several paragraphs of explanation, return to left-aligned copy at a narrower reading width.
Formatting should not replace editing. If the copy only stays alive through constant bold text, subheadings and lists, shorten and restructure it first. In longer body copy, a sensible reading width and clean paragraph structure usually help more than another visual effect.
Beyond the content itself, you control reading width, alignment, background, spacing and navigation role.
Combine paragraphs, subheadings, lists and text emphasis inside one content block.
Align left, centre or right. Left alignment is usually easiest to read for longer copy.
Choose Reading, Wide or Full. Reading is a strong default for running text; Wide can work for shorter transitions.
Keep the normal page background or use a custom or dark band, which can extend to the screen edge.
Add an anchor ID so a menu item or button can jump directly to this block, for example #readable-copy.
Adjust outer and inner spacing, plus device- or time-based visibility when genuinely needed.
Choose based on the shape of the content rather than forcing everything into one text field.
Use it when a new section begins and the heading needs its own structural role.
Use it when one statement or warning needs more visual weight.
Use it when there are many secondary details that do not need to be visible all at once.
Use it when a specific visual makes the explanation clearer or more credible.
WRITE FOR THE SCROLL
Use short paragraphs, specific subheadings and only as much formatting as genuinely helps people read.