The title of the article is "Writing Well". It is not "Writing that Reduces Bounce Rates." These are not the same thing and marketing copy is not something every writer should seek to emulate.
The thing is, "Well" in "Writing Well" needs to be defined, because everyone sees it differently.
For some, "Writing Well" is writing in a way that gives the reader a emotional reaction, like lots of fiction tends to aim for.
For others, "Writing Well" is deconstructing concepts so people can understand complex ideas easier, like what most of technical writing aims to do.
For yet others, "Writing Well" is writing in a way that visitors on a website stays for longer and reduces bounce rates, like content marketing tries to do.
Like many things in life, what you understand "well" to mean, changes how you need to do your writing. Sometimes you need to switch how you see "well", depending on your goals. There is no right or wrong answer what "well" actually means.
For some, "Writing Well" is writing in a way that gives the reader a emotional reaction, like lots of fiction tends to aim for.
For others, "Writing Well" is deconstructing concepts so people can understand complex ideas easier, like what most of technical writing aims to do.
For yet others, "Writing Well" is writing in a way that visitors on a website stays for longer and reduces bounce rates, like content marketing tries to do.
Like many things in life, what you understand "well" to mean, changes how you need to do your writing. Sometimes you need to switch how you see "well", depending on your goals. There is no right or wrong answer what "well" actually means.