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Hi, great article. In my case when writing for websites etc i also concentrate on making it visually appealing for instance back to graphic design basics, with line height, line spacing, font, font size and as you suggested the use of “bold” format. You covered a good point that readers when searching the net only quickly scan an article or website so having a “snappy headline” as you mentioned or something to get their attention from the start i think is also key, but I also think its important to ask the reader questions etc through out to get them thinking along whilst reading.