This article comes from a discussion on LinkedIn and original author is unknown. It has valuable information about what you should consider when writing effective web copy.
Writing for the Web
Writing for the web is unlike any other kind of writing. Whether you’re an author or a marketer, knowing how to write good web copy is a valuable skill. Besides the basic principles of good writing, two things make online content “good”: how easy it is to find and how well it persuades readers to take a desired action. Use the following ideas to improve your web writing skills.