A website usability report (Website Reading:  It (Sometimes Does Happen) reinforces how I use a web site:

Reading is the primary activity a person does on a web site

AND

Many people strive to read as little as possible.

Especially that second part.  I want to get information from the site, quickly find out what the company does, see if it has what I want, then get out.  One of my favorite writers gives 13 tips for web writing.  The one about getting to the point and not teasing the reader resonates with me.  When you’re scanning for data, you don’t have time for the big build up.