Before you struggle too hard and long over that golden prose you’ve drafted for your web site, consider this statistic, as cited on Jakob Nielsen’s USEIT.com site last week:
On average, users [in the study discussed] will have time to read 28% of the words if they devote all of their time to reading. More realistically, users will read about 20% of the text on the average page.
The takeaway: Write as though your reader has one foot out the door and the other on a banana peel. Get to the point and then move on!