Edit out extraneous adjectives and wimpy linking verbs. Dissect long sentences into short, quickly understood ones. Use parallel verbs and predicates. To paraphrase Lewis, tighten your copy so it can be scanned without forcing a comprehensive stop. Use active verbs.
Active verbs convey emotion, excitement, interest, and direction.
Talk to your reader. Call your readers by their name and you talk with them, not at them. Click to enter here. Tell them what to do. Never leave readers hanging after reading your copy.