People on the web don’t read your texts, they scan them
What does “scan” mean? This means that people open the text, look at the title, read the beginning of the first paragraph, then jump to the second paragraph, scroll down to the first subtitle, glance left, right, go back up, and so on — all in all, total chaos, eyes flying in all directions. Almost no one reads everything, patiently, line by line, it rarely happens. Just because people clicked on the title of your text doesn’t mean they want to read...
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