It shouldn't come as a surprise then, that visitors to your web pages read the same way. It's more than just attention deficit. Larger screen type fonts improve readability. Short line lengths help. Don't assume that the reader got to a particular page by following a particular path .
Hyperlinks make it possible to enter any page from just about any starting point.
The reader may never have seen your home page and may know only what's on that page. Make each page stand alone . If it's the only page on your site a reader sees, it should be self-explanatory and easy to move on from. A lighter, less formal writing style is appropriate . Light humor is a welcome touch, but be careful of clever or cute headings or metaphors that don't translate across geographic distances or cultures.