There is a great article over at smashing magazine about the copywriting errors that can ruin a company website - these points along with using content templates, writing great H2 heading tags and using appropriate images and infographics will ensure great content for the website you're designing.
Let's start with those copywriting errors:
1. Focus on the reader NOT the company
What's in it for the reader how will it benefit them and give them a better experience? They don't want to know about how cool the company is.
The article has some useful links to setting a word budget to promote a product or service.
2. Put the message up front
The average web visitor scans a page to find what they are looking for and will move on if it's not obvious. (check out the dominant reading pattern of a web page here)
So put the main message up front and obvious. Check out this post about how to write good H2 titles.
3. Make meta data work for you
Using a meta title and meta description will help along with good H2 title tags and ALT descriptions of your images.
Also name your pages with the title of your web page (check out the URL of this page in the address bar of your browser).
If you want to make quality meta tags check out the link in this post.
4. Keep it short and sweet
Get to the point and arouse curiosity - simultaneously!
5. Use a call to action
A call to action is an order or request to get a visitor to do something along with a conversion button to get them to click.
Check out this example of a website landing page and how a call to action will help.
Also remember that people buy from people. So put your team up there with contact details.
Want to read more about generating good web content? Browse the articles below:
Web content - how to get stories out of your clients
How to Write Good H2 Titles
How to get your clients to give you great content using Content Templates
How important are images, photos and info-graphics in web content?
What makes a good infographic