Sadly, there are many sites out there with content that is so poorly written, badly presented and full of simple errors that readers are leaving disappointed. While design might attract people, it is the text that does the selling and turns browsers into regular visitors. So take a look at newspapers and learn from them. There is a lot you can pick up from the press to clean up your content and make your site the best-written on the web. Journalists have to choose a handful of words with which to sell their story, and a good headline will make the reader stop turning the pages and take a second look at what is underneath.
Editors use short words and active, present tense verbs.
Do the same. The reporter's job is to make it easy for readers to gain an understanding of the news. They are not out there to impress with the scope of their language and education, rather to give the facts to you straight and in as short a space as possible. Break your writing into sections, each perhaps with a headline. Consider using hypertext links to take the reader to the full story.