One of the things you'll find emphasized again and again in the EERE Content Standards is that your content should be short and broken up so people can easily scan it. No matter what type of page you're writing, home pages, landing pages, and content pages all require short, descriptive, easy-to-scan text. And all throughout the guidelines for Page Elements are reminders that text on the Web must be broken up into easy-to-digest pieces.
To further drive home the point, see this story from Slate.com, Lazy Eyes: How We Read Online. It shows, in a very tongue-in-cheek way, how important it is to break up your text into short paragraphs and how you can use white space, bullets, and links to your advantage.
This is one of the reasons why the EERE Content QA Checklist comes in handy when writing for EERE sites—many of the steps remind you to check the length of your headers, intro text, and content on all of your pages. Using the checklist when you write can help ensure that your content is easy to read and understand.