When it comes to web copy there are a few things that stop your brain taking the message in, probably the worst culprit is nice dark backgrounds with light coloured writing.
As a design it has impact and almost certainly qualifies as sexy or slick, but because of the way the subconscious sees this the writing simply dazzles the eyes, it’s not readable copy. If the brain can’t assimilate the information easily it rates it ‘difficult’ and the hand hits the back button, however good your copywriting, all that effort is wasted.
Think of a time when you’ve had a couple of stabs at reading web copy and it you find you’re not getting it. How do you feel? Frustrated, impatient, irritated – how much effort are you willing to make if it’s not absolutely critical?