The challenge for writers of web content is that we think that people want to read our content. They don’t.
The Web is not a murder mystery. People don’t want get ‘sucked into’ the content we write. To them, being sucked in is something to be avoided at all costs. In 2000, the average attention span was 12 seconds. Today, it’s 8 seconds. The attention spam of a goldfish is 9 seconds. Most people come to the Web because there’s an information gap. Something has cropped up. There’s something they don’t know, something they need to do.
