We read differently on the Internet than from a book andwe need to take that into account.
Have you ever thought about how we search through websites when looking for a specific piece of information? In most cases, we just skip from one webpage to another and scan with our eyes the information related to that subject. If we find the clue, we continue reading that text. If we don’t, we leave.
A well-composed text can turn a visitor into a customer. To make this happen we need to compose a text that is as comprehensible as possible for the visitors with well-chosen clues. That is why the most important aspect of texts when creating websites and advertisements is to know for whom we are writing it.