Minimize the need for horizontal scrolling.
Most importantly, avoid the need to scroll back and forth horizontally to read each line of text.
Having to scroll back and forth repeatedly, once for each line of text, is obviously bad. (Imagine folding a letter back along a vertical line and flipping back and forth to read each line.)
[To be assimilated: Web authors apparently don't realize how often they're forcing horizontal scrolling. For example, they erroneously assume that the browser window size is the same as the (assumed) screen size. See Don't Assume a Full-Screen Browser Window.]
Even less-frequent horizontal scrolling is still much less convenient than vertical scrolling:
Generally, understand how HTML and browsers were meant to be used to adapt the page layout to the user's display. See the Literate Web Pages...Understand the Medium page.
[To be assimilated:
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