Cut paragraphs of non-essential info. Every word and phrase should have to fight for its life. Headlines should be simple and informative. Text can exploit gimmicks long known to magazine writers for catching readers' interest. A chunk could have two or three short paragraphs, each with a subhead, all surrounded by lots of white space.
Organization can also mean junking declarative sentences and offering just fragments.
Put the visitor's needs first. On the Web, the customer really is always right, and vanishes the moment you indicate otherwise. And that's about it. Now turn off your computer. Go roll in the tall grass.