Jargon Be very careful with jargon or trade language. If you are marketing to a very informed customer base you should pay special attention to the language they use. You need to make sure that you write your site the way your customer talks. If you are looking for new customers be very careful not to use jargon. People want to understand what they are reading.
AP Pick up an AP style guide. The best and largest websites like the Washington Post and Yahoo follow the AP style guide and you should too. Cleveland, OH is Cleveland. 12 is either noon or midnight. This will create a style for you. You can purchase the current Associated Press Style Guide at just about any book store.
Tell Your Story Tell your full story. If a customer is really interested they will read it. Don't leave them feeling like they don't know enough. If you do, they will just Google what they want to know and wind up on another website.