I came across this article on A List Apart that deals with web copy and I think it is a great read for anyone who has website with copy that doesn’t further your brand or properly convey your message.

We consistently work with clients who have copy on their site that doesn’t properly convey their message. Understanding how narrow your window of opportunity is that you have to reach your target audience means that you need to have effective copy that gets right to the point and properly conveys your message. Check this article out:

Most web copy is still being written by people who aren’t writers and don’t have time. The good news? Anyone who touches copy can make a difference by insisting that every chunk of text on the site do something concrete. [From Writing Content that Works for a Living]