How are your visitors using the site? People search and scan online, they don’t read, so the copywriter has to shape the text into very short nuggets that make perfect sense on first sight. Content is accessed randomly, not in a linear way as in print, so everything has to make sense as a stand-alone message. The visitor will be flicking around, making quick decisions (they can always come back to you, so they can leave without a thought). They are very fickle and you can lose them in the blink of an eye, and maybe find them coming back just as quickly too!