When you surf the web, do you read on every web page that you visit? Of course not. In fact, people who visit websites are not even called readers, they are users. That’s because most website visitors don’t read; they scan. It’s easy to see, then, why the challenges facing web writers are different from those facing document writers.
Below are some answers to key questions about writing for your web audience:
How can your site answer questions fast?
Most of your users are just like you. They are short on time and in need for information quickly. They come to your site because they believe that there is something for them there— either to click on, scan or learn— and they want to access that information right now. Catering to your users’ needs will go a long way in ensuring satisfied visitors.

How will your website overcome user cynicism?
The web is crowded with pages of ill repute and users know they are connecting to unknown servers at faraway locations. Therefore, it is vital that you earn their trust. Learn to use straightforward language, and your site won’t be regarded as just another pop-up ad.

How can your website engage users to actually read your content?
As any scroll bar user will attest, it is much more difficult to read text on screen than on paper. In fact when web users do read, they do it about 25 percent more slowly on screen. That’s why they scan— to get all desired information from merely a sentence or two, or even just parts of sentences. Thus, limiting your content is the key.

Source: Write to the Top by Deborah Dumaine