Whether you've created a Web site to promote your organization or to share your enthusiasm for Miles Davis' music, you should pay close attention to the words you use. But don't think you can simply apply the lessons you learned in English class.
People go to the Web because they want to get information efficiently.
To meet this need, think in terms of individual screens. You need to grab the reader's attention and make your main points in the first screen. People on the Web have short attention spans. Along with conciseness, the Web also demands comprehensiveness. This is only an apparent contradiction.