We don’t read pages. We scan them.
— Steve Krug
Writing for the web is not the same as writing for print. Keep in mind how people really use the web and consider the reader's state of mind when writing copy.
Write plain english with words your users use.
Use sentence case for headings, proper nouns, and form labels.
Use pronouns. The user is "you." Careerbuilder is "we."
Omit needless words.
Watch your tone and adapt it to your user's feelings. Is she excited to close a huge opportunity? Or did her order fail to go through? Put yourself in her shoes.
Avoid abbreviations and acronyms unless they're globally understood. When used wrap them in
<acronym> tags with a hover title.