Good writing is good writing no matter where you find it. However, each medium has its own unique considerations. One of the key points to consider about the text on your Web site is microcontent. A user can arrive at virtually any page in your site from just about anywhere on the Web.
Web users tend to be impatient and fickle.
If they can't figure out a site or page in a few seconds, they'll probably move on. Therefore, every page in your site should provide near-instant orientation and context. You can accomplish some of this with design and branding, but ultimately text is your user's most important guide. Each element of your microcontent should quickly communicate the substance or significance of the associated content, ideally from the perspective of your target audience. Avoid cute, clever, or generic wording.