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

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.

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

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.