When writing for the web it is always best to keep your copy original, and concise. Good copywriting should pass the AIDAS test says David Mill in his book Content is King:

• grabbing A attention
• strengthing I Interest
• stimulating D Desire
• encouraging A Action
• delivering S Satisfaction

Online copy requires a different approach to that of print; the web benefits from hyperlinks, and pointers; sitemaps, and scroll bars, so use these online tools to help direct your reader.

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