Think of it like an inverted pyramid. The meat of your Web writing should be at the very top of the article or Web page. People don't like reading all the way through a long article or Web page. If you stick the most important points at the end, most of your visitors may never see it.
Web readers love lists because they're easy to scan. Lists are also easy to understand without having to read every word in the article.
Easy to understand
Use short paragraphs :
It's hard to read long, dense paragraphs on a computer monitor, which is one reason why paper books are still so popular. Even a relatively short paragraph of 100 words looks like a lot of text on a computer monitor.
Have only one thought in each paragraph
Don't be afraid of paragraphs that only have 2-3 sentences.
Readers decide whether or not they want to invest more time reading your article based on the title. The title of your Web page or article shows up in search engine results, links from other websites, RSS feed readers, and (hopefully) hundreds of other places online.
Typos and spelling errors will send people away from your pages. Make sure you proofread everything you post to the Web.
Tell your readers what to do. Avoid the passive voice.Keep the flow of your pages moving.
Links are another way Web readers scan pages. They stand out from normal text and provide more cues as to what the page is about.