Web readers are different from other readers. They scan rather than read. They want information quickly. They don't always know what they're looking for. They have short attention spans.
These readers make web writing different from other kinds of writing. Keep it short. Keep it simple. Write clear page titles and section headers.
This advice and other valuable information on web writing and editing can be found on "Web Writing and Editing" on the Santa Clara University website. All web writers are encouraged to take advantage of their expertise.