A good writing is evaluated based on many factors. Normally, a paper which is considered good usually presents three main characteristics: concise, scannable, and objective. Applying these characteristics into web writing is not a simple work. In this article, we mentioned our three studies made on 81 Internet users from various occupations. The first two studies' purposes are to know how users read Web pages and identify their likes and dislikes. By comparing reading behavior of technical and non-technical users in study 1 and taking them directly to the pages we wanted them to read in study 2, we collected six benefactors for Web writing. The last study has been conducted in order to quantify potential benefits from writing styles and conventions extracted from the first two studies.