The two main components of good writing are clarity and imagery. Clarity means concentrating on the meaning of words and avoiding ambiguity. Imagery means choosing words and phrases with the power to evoke something in the reader's mind. Think of your writing as a cruise missile. Clarity is the navigation programme.
Imagery is the impact when it reaches the target.
It is relatively easy to fall back on vagueness and ready-made phrases. Never use a long word where a short one will do. If it is possible to cut a word out, always cut it out. Never use the passive where you can use the active. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.