You must write differently for web pages if you want people to read them and to retain what you say. Let's look at a few facts from this study. People do not usually READ web pages. They SCAN them. Web-readers skip all ideas but the first in any paragraph.
Credibility is more important.
Anyone can put up a web page for free. Readers only tolerate about half the length they will in print. They will not scroll down unless you have hooked them with what they see at their first glance. They will never, ever, scroll laterally. They want quick, straight information.