It takes time and substantial communication ability. It also takes an approach that's unique to good wordsmiths. Writers, really good ones, have few variables in the great scheme of things. They create ideas and images from within a fixed set of tools. Their workable dictionary hasn't changed much over the past several decades.
Nouns are nouns and verbs are still verbs.
As heady as these challenges are, I believe if copy works in traditional print it can be translated easily for the Web. It's an interesting story.