Focused strategies for writing hard-hitting, results-based Web copy The Web is a fascinating and boundaryless marketing medium­­and, like any new sales frontier, it has its own set of rules and attitudes for writing successful advertising, marketing, and sales copy. The Online Copywriter's Handbook is a clear, practical, and authoritative guide to key differences between writing for the Internet and writing for print. It covers general fundamentals of writing effective Web copy plus specific Web copywriting tasks from websites and home pages to Internet direct mail, banner ads, and more. Numerous innovations and benefits include: Appendixes of helpful websites and other resources Time-tested fundamentals of writing effective copy Guidelines for E-zines and Web-based documents