As Amy Gahran, Web designer and CEO of Content Exchange says, good writing is good writing no matter where you find it. However, she adds, each medium has unique considerations. One key point to consider for your Website is microcontent. It's all the short bits of text and design that give users a quick overview of the page. Users can arrive at virtually any page in your site from just about anywhere on the Web.
Web users tend to be impatient.
If they can't figure out a site or page in a few seconds, they'll move on. Therefore, every page in your site should provide near-instant orientation and context. Here are a few of Gahran's general principles for microcontent. Make it explanatory. Each element of your microcontent should quickly communicate the substance or significance of the associated content, ideally from the perspective of your target audience.