Use concrete words. Always write in the first person. Your viewers will read every word of it as long as it is copy they want to read. First, you must focus on the goal of your web site. It's amazing how many company sites begin with a picture of the company headquarters, follow it up with a mission statement, then launch into the history of the company.
Most people can only hold about four to seven chunks of information in their short-term memory.
Your goal is to keep the number of choices your viewer must make to a minimum. Divide the content of your site into four to seven chunks. Then further subdivide the main topics. A web site must be promoted if you want visitors to find you. You will need to include your web address on all printed materials , including your business cards, letterhead, invoices and voice mail.