"Linear vs. non-linear. Author-driven vs. reader-driven. Storytelling vs. ruthless pursuit of actionable content. Anecdotal examples vs. comprehensive data. Sentences vs. fragments."

Short-attention-span, highly directed visitors generally know what they want when they land on your site. They are mostly looking for the shortest distance between two points: the information they want and the information that hopefully you have. They don't appreciate wasting time on long, descriptive sentences or dense slugs of expository copy. This article gives you the low down. I'm going to print it and paste it above my desk.