Try and be as descriptive as possible. Paint a clear picture upfront for your readers so they know immediately what you are presenting to them. Refer directly to your readers. You know what's going on. Get to the point.
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. The shorter the better.