Many website editors come from backgrounds other than writing and editing; they might appreciate some coaching. But even veteran writers for newsletters and websites need to back off, take a deep breath, and consider this:
Never mind what I want to tell the website visitors about us. The real question is, why did they come to our site? What is it that they want to know … first … and fast?
Try to see your organization the way outsiders do: look from the outside in. They come to your site to get something. What is it? Answer that question successfully, put that info where it's easy to find, and you'll have a good website.
Example: College websites focus on the excellence of the institution; they put that info front and center. The number one reason for going to a college website is to find a campus map and parking locations, in order to attend a meeting.