Web Writing vs Traditional Writing

Studies have shown that people read text from a computer screen in a different way to text from printed materials. It is more difficult for the eye to read text from a computer monitor than from a book, and so reading takes longer. Instead of reading every word (as with a newspaper), computer users tend to scan through the page. So, for example, it is important to structure the content on your web pages.

Higher Search Engine Ranking
Search Engines rank websites largely by the textual content they provide. Writing lean, relevant text using carefully chosen keywords can boost the ranking your website receives while making it more readable.