It’s true. They’re scanning it. They’re trying to find the information they want in as little time as possible and then they’re moving on. This is especially true on a mobile device.
Certainly, there are exceptions. But, you’re not a public company with loads of exhaustive, required content. You’re a small business trying to tell a story/educate/compel readers with reasons they should call you/buy your product/sign up. Very few small businesses understand this, but when you’re writing copy for a website, keep scanners, not necessarily readers in mind.
Be concise, tell a good story, and have a clear call to action. It will make all the difference in the world.