The users must believe what they read. High quality graphics, good writing and use of outbound hypertext inks can increase credibility. It helps web users go straight to the facts. So, the users may save their time when they read on the web. The businesses must know how to write for the web to allow the buyers to understand what the business is selling.
People go to web sites to get information.
The businesses should provide a short paragraph to describe the product. The buyers don't like to read long paragraphs that are not related to the product. The businesses should create headings and sub-headings that have some meaning. That gives some organization to the information and makes it easier for the buyer to know what the paragraph is about. Then the businesses should limit the words on the topic and use links to break it up.