Cut the fluff. Web users want questions answered quickly. If you're writing about a product, stick to the basics. Flashiness turns people off. Don't write, organize.
Web users get information from all directions.
So every page must stand on its own. A piece should have an introductory page, with links to and from all subsequent pages. And every page that follows should clearly identify, at the top, the larger piece of which it's a part. It's all relative. People are willing to listen if what you're saying relates to them.