I like to write websites rather than just code them. When given content, I bombard it with questions as I type it up: are you well-written for the intended audience? Are you grammatically correct? Do you flow well? I often push back to get the content improved before it becomes part of a live site.
As I type HTML tags, I ask the content: How important are you? How do you relate to things around you? The answers to these questions will determine the HTML I write.
This ethos is partly informed by A List Apart, which has published many good articles on writing & the web. Go read some! Or go back.