People don’t so much read on the web – they scan. There’s lots of research and statistics around scannable web copy to back this up. It’s overly simplified but let’s take it as read (so to speak) and get to it: how do you write scannable web copy?
1. Write powerful headlines
Make sure your headlines are:

Short
Informative – give a summary of the whole article
Structured with the important keyword at the start
Clear and easy to understand even out of context
Honest – don’t promise something you can’t or don’t deliver

2.