Der vermutlich beste Tipp für das Schreiben von Webtexten:

You should be writing in a way that is much closer to the way in which you talk and less like the way in which you write for print. (…) You need top stop writing at them and change your tone. Write with them, almost as if you were talking with them. Loosen up. Relax your style.

Aus dem unbedingt empfehlenswerten Buch “net words – creating high impact online copy” von Nick Usborne, S. 193.