When you are creating content for your website, it’s important to keep the principles of marketing in mind. Try to avoid writing as if you are speaking to a friend, or that the reader is already excited about your product or service.
There is a great article written by Rachaelle Lynn that discusses this topic in detail and is a must read for everyone who is responsible for writing copy for a website. You can read the entire article here, http://www.foreheadcurl.com/2010/04/writing-website-copy-ten-things-to.html.