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It's good form to take a journalistic approach to writing your website content. By that I mean two things: (1) think "above the fold", and (2) tell visitors to your website the most important information first, then expand on it.
Thinking "above the fold" means paying close attention to what's visible when you first land on the website, without having to scroll. You should think of that first screen as your prime real estate and use it to grab your visitors' attention and give them a reason to look further.
You should remember to tell your visitor "who, what, where, when, why and how."
Of course, not all of these questions and answers will apply to every situation, so you should decide which fit yours and apply those in the order that makes the most sense. That said, you shouldn't get so hung up on trying to cover the who, what, when, etc. that the content loses its interest. Write compellingly and weave the answers to those questions into the fabric of the text. If the writing isn't interesting, the message it contains will likely be lost.
Use headers to highlight the most important points. Compose your page's content in such a way that if a visitor reads nothing but the headers, he or she will still get the most important information. You can use headers to give direct answers to the who, what, why questions and expand on them in the paragraphs that come in between the headers.
Learn to love the re-write. After you finish writing a paragraph or a page, read it carefully with a critical eye. Edit it mercilessly. Set it aside and come back to it later, to be able to read it with a fresh eye. Have your spouse critique it. In short, do whatever it takes to boil your copy down to its pithiest, without cutting away the interesting bits.
You should put yourself in the shoes of the typical website visitor and write your copy to make the biggest impact in the fewest words. Remember, web-surfers, as a class, are notorious for their short attention spans. You truly only have one opportunity to make a meaningful first impression in most cases, so you've got to make it count.