Give them something pleasing to the mind and pleasing to the eye. Chances are each one of them will appreciate being addressed as though what they are reading has been written especially for them. Write in the same way you would speak to a good friend. Paint a clear picture upfront for your readers so they know immediately what you are presenting to them. You know what's going on.
Impatience seems to be heightened while on the Internet.
Your reader does not want to scroll through screen after screen to get the important information they are expecting. Know what you have to say and don't let it get buried under useless detail. Your readers are no different. Offer your words in bite-sized morsels that will haunt your readers even after they leave your site. I recommend trying to keep sentences less than 25 words when possible.