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.

Here we have a test. Would you like to join in? Here’s what you do: you write a short piece. Not too long. About half a page or so. There are two rules. Rule one is this: keep the units short. From full stop to full stop, ten words or less.
You got that? Good.
Rule two now. Did you guess? The words must be short as well. Real short. No words with more than one sound. One stroke. One beat. No words with two beats. None of those two part words those posh folks use.
Trust me, it is hard, real hard. But what is the point? For that we have to end the test.
Phew. That’s a relief.