The first thing that your web copy should not be is hackneyed! Whomever, your target audience, you need to interest them immediately (or soon after!) Taking time to get to know the client and understand how they want to be perceived will make your job easier. As you can see from this excellent advice:
This next link has some witty but seasoned advice:
I am researching (gradually) the intricacies of web copy and other writing skills as my freelance portfolio grows. Being open to new ideas and not being afraid to ask questions helps a great deal.
As writers, we are always striving to be better and looking to experts and their work is a good place to start.
What is your experience of ‘learning’ a new skill?