From the headline, I thought it was going to talk about the well-hashed-over advice of keeping online content short, concise, and skimmable. But when he spent 4 paragraphs just leading up to a statement of, "In this essay, I'll show you...", and then a table of contents. I pretty much gave up, as even if the rest of the article does have something to say about writing, it clearly isn't going to be accurate to the 'Online' part of the headline.