The most important part of your website is the content itself. You have something to say, and you must make sure you say it, or all your effort has been wasted. But there's no point in just regurgitating a few paragraphs of marketing hype - web users are surprisingly savvy, and they can see through that in an instant; an instant in which they will have hit the back button and moved on down the list of search results.

Don't feel you have to explain every little thing, but don't assume that your readers know everything that you do. If they did, they wouldn't be reading your article. Use references to strengthen your arguments, and link to sources where people can get more information. Don't be afraid to link to sites other than your own. It will only make people trust you more.Talk as yourself. It's the web; you can and should be informal. People like feeling that they are listening to a real human being. However, that doesn't mean that you shouldn't use correct spelling, punctuation and grammar.