People read differently when they’re on the web as opposed to when they are reading a paper document. Web users typically scan information, looking to subheadings as signals for what they want more of or what can they can pass over. The prevalence of online list-cles rather than full-length articles marks this change in online reading behavior, as web users want to find things fast.
A study tracking online reading behavior conducted by Jakob Nielsen found that webpage visitors “have time to read at most 28% of the words during an average visit; 20% is more likely.” So you don’t want to waste your words when crafting the copy that will appear on your website. Instead, you want to take the time to hone in on the essential things you want to say, to keep your web visitors interested and get your message across.