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.

Let me ask you a hypothetical question: what’s the best way to make money during a gold rush?
I’m sure you’ve heard this one before: the best way to make money during a gold rush is to sell shovels.
All those crazy people dreaming of getting rich, they all to need to buy a shovel or two.
What does this have to do with blogging? Well, the dream of making easy money online is kinda like a gold rush. Someone makes a pile and word gets round. Sooner or later, someone else makes money too. Suddenly everyone rushes in.
There’s a mad frenzy of excitement.