Writing for the web describes writing that’s adapted to the reading habits of people when they’re online: to scan, to pick out keywords, and not read everything word-for-word.
Brands often write their website pages for an imagined interested audience. This is a mistake.
The copy doesn’t need to be read word-for-word in order for it to do its job.
Deeply concentrated reading and information consumption while browsing a website—two very different things.
Not in proper detail. But that’s ok. That’s not what your website is for.