Most people skim-read text on a screen like moths searching for a light.
They usually know exactly what they're looking for, and won't waste time on dross.
For me, as well as conveying the personality of the product or company it represents, I think web content should be sharply aware of the audience it’s talking to.
That's why the Town Talk Polish content is deliberately slightly arch. It reflects the language used by Mr Town Talk, who appears on all the company's packaging.
The Lumley Insurance website needed a different tone of voice; one that responds to needs of the high net worth individuals it's designed for.