This is an interactive medium, which means the reader has to respond in some way as well as simply read the text. So a critical part of Web writing is giving readers a sense of location and easy navigation guides.
Headlines help a lot.
They include the title of your site, the titles of individual pages, and subheadings that break up text and introduce the next section. Many of your readers will find you through a search engine that gives them the site title and the first few words of text. Your readers want to find their way around your site with the least possible hassle. If each page has consistent, clear navigation guides, readers will be grateful. Be careful about the directional terms you use, because your readers aren't all coming in the same way.