Creative writing must generate an interest in your readership. But also just as important is the way you connect with them. Making sure your writing style and your readers are "on the same page" will improve your visitors "stay time" on your website. We all know that internet users don't read on the internet, they skim. And that goes for any niche. I mean, if you are an authority in your niche, and write about it with all the technical and Intellectual verbiage of a Harvard Professor, you may win awards from some educational establishment somewhere, but you'll leave your online readers scratching their heads. Being smart, and writing "smartly", can be achieved while maintaining a more general web writing style. So do you all think "simplistic" when you write for the web?