Keep it short and to the point.
Okay so that was a little vague, but it serves a good point. People don’t read on the internet, they scan. We are so used to searching on google, clicking links and finding we end up in the wrong place, that we tend to scan the page first to make sure we’re in the right place. In addition, we also do this in newspapers. Scanning the headlines, maybe the first paragraph and quickly deciding if we want to read further.