People skim read when they read things on-screen
A website or blog is missing the usual cues that let us know how long an article is. Pick up a book or cast your eye over a newspaper article, and you’ll instantly be able to gauge how long it is and how long it will take to read. Online, the only way to find that out is to scroll down to the end of the blog post and that’s what most people do. While they’re at it, they’ll also try to scan and read the post. For new bloggers, the long body of text on your blog page design is scary.