Writing for the web is very different than writing a printed document. Content on a website must quickly show the visitor what you can do for them. Think about it, how did you decide what content was going to go on your website? Did you just take the text from your sell sheets and other materials and retype it onto your site? If so, you need to know that the content on printed materials may not be effective for the web.
Visitors to your website have a different reading style than say those reading a printed document. When visitors come to a site, they quickly scan the page for information that is relevant to them. They continually ask the question, “What’s in it for me?”. Chances are they will not sit in front of a computer screen and read word for word. Therefore your content needs to be presented effectively, have the ability to be read quickly, and be easy to understand.