Writing online copy has a few differences from writing print ad copy. It is imporant to remember that there are two very different consumers--your human visitors and your computer visitors.
For most businesses, online copy should be conversational, light-hearted, and easy to read. These characteristics help your human visitors connect with your site, and therefore, with your business.
On the other hand, Google and the other search engines will "read" your text as well. Sophisticated algorythms will process it and your online text will help determine what the engines think your page is "about", as well as how relevant it is to that topic. Careful placement of keywords can help drive the relevancy of your page, and dividing even moderately complex topics into multiple pages can help isolate relevancy.
Proper online copywriting strikes a balance between the two, creating search engine friendly content that is not offputting or difficult for your actual customers to read.
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