Web Designer Depot published in interesting article this morning relating to writin web copy.
In summary the article highlights some of the dos and don'ts about writing (or hiring someone to write) the text content of your web site. The basic principle can be summed up by a phrase used in this article, "To engage prospects and turn them into customers, web copy needs to appeal to the visitor’s self-interest." I'd add to this statement "and not the site owner's"
You can read the full article over here at Web Designer Depot