Crawford Kilian quotes:

Good web text has a lot in common with good print text. It's plain, concise, concrete and 'transparent': even on a personal site the text shouldn't draw attention to itself, only to its subject.

Every sentence, every phrase, every word has to fight for its life.

Here's a slightly outrageous tip: Don't respect the text. Just because you've written something down doesn't mean it has a right to exist. If your internal editor can find a better way to say something, junk the original version and go with the new one. If you can't find a better way, and the passage really isn't good, junk it.

If readers must puzzle over unfamiliar or ambiguous words, you are making them work harder than they need to.