The first chose you need to understand how users read on the Web. Unlike reading a book, readers online scan or skim through the page, to search for relevant keywords in the subject in which they are interesting. They do not start at the top of the page and work down, reading each sentence.
Because of this you have to write in another way compared to if you write a book. You can for example mark keywords with bold or Italic style. This will make people read the keywords and they will get an idea what the text is about. If they like it they will continue reading. Most texts online relies on an interesting header and picture so if you have a blog you should really add pictures to it and use marked keywords and interesting headers. You also need interesting posts and make sure you text is not to long full of nonsense. As a active blog reader I hate to read 600 words stories which the writer could have told me with only 100 words without missing anything. All means, but get to the point and fast! In other words, be succinct. So next time you write a text please keep this in mind.