A page should be welcome wherever it lands. Unlike traditional writing where every quotation needs an introduction, our pages must introduce themselves and then fit in with no more than that introduction.
A song or a poem can be as personal as a letter but it need not stay that way. Writing conventions for songs and poems allow them to be performed by others and they can grow with each interpretation.
Pages move between sites and paragraphs move between pages. Your writing will go further keeping this in mind.
Therefore:
Start each page with a paragraph that tells the story of the page in a sentence or two.
Start each paragraph fresh. Let them stand alone. If a transition is needed, make that transition be its own paragraph.
Title a page with words that will work everywhere using short noun phrases just long enough to avoid the most obvious confusions.
Use nouns, not pronouns, to begin each paragraph even if this begins to sound repetitious. Organize your writing so that the important nouns are the ones that get repeated.
Keep to one subject, the one of your title. Should you need to digress, title your digression and hyperlink to it.
Each site has a front door that welcome's visitors. You're pages won't go through that door. They slip around the neighborhood through upstairs windows. Don't assume your reader has been through any particular passage.