Bad writers pretend to know what people read on the web page. Good writers know that people don’t read the web page. They scan it. They look at one page as a whole one while selecting what part they want to see more.
Some text that could catch people attention are: text with hyperlink, bold fonts, sub-heading, bulleted list, and first few words in the paragraph.
That’s why good writers always keep put the conclusion at the start of the paragraph. We call it the inverted pyramid style. Let people know what the whole paragraphs is all about just by reading the first sentence. If they want more detail, they could read the rest.
Also, web writing can’t be as long as conventional writing. Web writing should just have half the word count than conventional writing. To be better, make it even less.