The target audiences on web marketing are usually scanners and skimmers. In simple words, the page should act as a sales representative too. In an instant, the reader will surely leave your site.
You could be the most compelling offline copywriter but you can still fail on the web. The primary rules on English grammar apply in web copywriting. He has the responsibility to check the readability of the article. The difference roots on the web being interactive and the other one is not. So if you can