Writing should be suited not only to the audience for which it is intended, but also to the medium in which it will be presented.
For web writing, that means anticipating the content the user wants and making it easy to access.
Users scan the text on a page in order to find the content that they're looking for. They WILL NOT read your page if they cannot scan it - and you have only 2-4 seconds to capture their interest.
The following guidelines will help you create effective, scannable text for the web:
In the example below, the most important facts are retained and presented in a bulleted list for easy scanning. The content of the message stays the same, but the modified version is easier to access quickly.
Excerpt from Liberty Journal story:
The Glass mansion's original office space will be reconstructed to fit the time period when he served as U.S. senator, she said. Falwell Sr.'s office has been preserved as it was when he used it. The offices, located on the first level, will be open for tours by appointment.
Modified for web:
The Glass mansion renovation is scheduled to be complete by March, and will include: