Web readers are people on a mission. Cramped for attention. Bent on skimming rather than diving deep. They don’t go to the web to window shop.
They go there to drive 60 miles per hour — and look at billboards. That’s the unbreakable rule of the web.
So what can you do as a web writer to not only catch their attention, but also give them what they want in less time than it takes to finish reading this sentence?