For your web writing, I think you should build in some glitches.

A glitch is different than a mistake.  A glitch breaks up the surface.  A glitch makes people slow down.  It’s a speed bump of text.

You can describe a writing glitch as anything that makes you human.  I read a lot about transparency in web writing.  I think those are glitches.

If your web writing is smooth and seamless, good luck.  That type of copy has been written and distributed widely by the Fortune 500 for 70 years.

A better strategy is to break things up, give it a voice, and let the audience it speaks to find it.

To do that, you have to slow things down a bit.