People browsing the internet are searching for answers, information, and entertainment.
When the information is presented in a readable way, it will be consumed more effectively.
The communication between a website and the reader ideally becomes a conversation. When the reader can consume the content on a website as if it is being delivered by an individual he will consume it more effectively.
Those websites that communicate effectively recognize that they are speaking to someone and present the content accordingly.
Treating a website as a conversation results in understanding how to communicate to the intended audience.
Communication is key.