Step 1 - Identify who the website is for
A common misconception is that a website is for the business owner who commissions the work and often I get given sample text content that is designed to enhance the reputation of the owner, rather than to appeal to an audience of prospective customers. The text reads more like a CV. Its not often that this text is suitable for a website. A website is for the people who have reached your site and you need to understand why they are there and what they are looking for.
Step 2 - Recognise what problem the person browsing your site is trying to solve
Your site visitor will probably have some reason to be there and they have not arrived at your site by chance. They are almost certainly looking for something; something to buy to satisfy a need, or a service that they need to solve a problem they have.
Lets say you have a site as a therapist. Your clients will have problems that they are trying to find solutions for so make sure that they can see the problem as they might see it for instance anxiety, depression, anger, relationship difficulties etc. Keep the text jargon free so that the average teenager can easily understand it.
Step 3 - Create content that addresses the context of the person browsing the site.
Having found that the site potentially addresses the problem that the visitor to your site is searching to resolve, make sure that there is enough well written text that tells your visitor that:
a) You understand their problem
b) You can help address the problem
Step 4 - Provide the information the person browsing the site is looking for to be able to make a decision
Cover all the basics of taking the decision to proceed. If its not an instant on-line purchase this may involve the location, parking arrangements, hours of working, environment, at what stage does someone have to commit to spending money?