Write for the web. People tend to scan web content in an F-shaped pattern. Here are some tips for good web writing:
Include your most important information at the top.
Keep the amount of text on your page to a minimum. A good rule of thumb when revising a webpage is to try to reduce the text by 50% or more.
Chunk information using subheads and bulleted lists that users will notice when scanning the page. White spaces and (non-attention grabbing) images are also helpful in creating a scannable page.
Capitalization. Avoid using ALL CAPS unless necessary (e.g. in acronyms). Capitalized text is less readable than standard capitalization. It can also be a barrier to accessibility, because many screen readers read capitalized text letter-by-letter.
Terminology
Try to avoid jargon, uncommon technical names, etc.