A couple of articles with great tips on getting the most important parts of your web content right. If your headings and summaries don't hit the mark, few will read on. If your links aren't effective, few (or the wrong visitors) will click through.
Writing killer web headings and links - article by Gerry McGovern
How to Write Headlines, Page Titles, and Subject Lines - article by Jakob Nielsen
And a few articles from Jakob Nielsen that highlight why it's important to follow this advice:
How Users Read on the Web
How Little Do Users Read?
F-Shaped Pattern For Reading Web Content