Copy on your website should be:
Concise, Scannable, Objective

• People don't really read online - they scan to get bits of information.
• Users don't like to scroll through long pages.
• Users do not like marketing fluff, sales pitches, or "marketese".

How to write copy for a website:

• Carefully organize the information, using words and categories that make sense to the audience, using topic sentences, limiting each paragraph to one main idea, and providing the right amount of information.
• Write concise sentences. If it's possible to cut a word, cut it.
• Write short and direct headings and introductions and avoid marketing jargon.
• Keep paragraphs short - 250 words or less.
• Keep page content to minimum - shoot for 600 words for the entire page.
• Use subheadings to break up content and to keep the reader interested.
• Use bullet lists when appropriate.
• Provide a summary or overview of key points for longer articles before providing the details.
• Write factual, objective information that is concise and easy to scan.
• Use informal/conversational tone.
• Write for busy, impatient people.
• Look for opportunities to provide outbound links to other sites or articles that support what you are saying - lends credibility.
• Target a few key phrases per page - these are the phrases you think people will use to find a product or service like yours. Use the key phrases in the first sentence of the first paragraph if possible.