On the other hand, well-written headlines should not just intrigue users, but also inform them. A recent study has shown that Web users are very concerned about their time. Therefore, if some link seems like it is not going to lead to content that is valuable, users won't click on it. That's why you don't try to write cute headlines for your Web site. Yes, I definitely think these are 100 percent usability considerations.
Writing is a user interface, and hypertext makes writing an interactive interface.
The user is offered a number of choices, but only has time to pursue a few of them. The users have to understand what their options are. The writer and editor have to predict what users may want to do , and support those tasks. Also, people read differently online. Writers and editors have to be aware of those differences.