Website copy has a specific structure that works best. Several copywriters who made millions in online copy writing devised formulas that present a straightforward, linear flow of the process of writing advertising copy. They follow a reader's natural progression of interest and concern.
In his book, Joseph Sugarman proposed this structure (from Persuasive Online Copywriting):
Open strongly by eliciting interest and excitement.
Develop the drama; explain why the product or service is different.
Explain how to use the product or service.
Elaborate on the unique benefits.
Justify the purchase; identify the lasting value.
Address service concerns.
Ask for order.
I personally like this approach for business-oriented writing, but you may find a different use.
Another format is proposed by Maria Veloso, author of Web Copy That Sells.
What's the problem?
Why hasn't the problem been solved?
What's possible?
What is different?
What should you do now?
Follow those formats or discover your own through research. Try many and use the ones that work best.
Write for One Person
How many visitors do you get to your site? One thousand per day? Where are those visitors located? In an auditorium, reading your website on a large screen all at once?
No.
They are in their underwear, sipping coffee at home with the TV on the background. They do it alone (in most cases), so speak as if you're talking to one person, across the table. This creates a personal touch; instead of blurry crowds, you're now talking to the one and only one person that matters to your visitor - himself.
People are selfish. If you don't recognize them as the king on your site and instead address them with "Welcome Visitors," you'll be speaking into a void. No one hears it.
This was a basic introduction to the world of copy writing. Spend an hour per day reading these books if you intend to sell more of your products.
Must Read Copy Writing Books:
Make Your Words Sell! - by Ken Evoy (FREE)
The Online Copywriter's Handbook: Everything You Need to Know to Write Electronic Copy That Sells - Robert W. Bly
Persuasive Online Copywriting - by Jeffrey and Brian Eisenberg, legends of modern marketing.
Website Marketing 
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