Lead with a conclusion when writing online. Your audience has found you to receive information, give it to them – fast.
Websitesthatsuck.com wrote that there is “no need to get people in the mood” on your web site.
In a nutshell: Pour your heart out on the page and then cut out everything that isn’t necessary. Be your own harshest critic and, as William Faulkner once said “kill all your darlings” (delete anything you’re too attached to).