. Writing for the WebWhat’s inside: An introduction to online copywriting reveals thatcontent is king, and gives you the key terms and concepts needed for thischapter. How it works discusses personas and the importance of layout andsome HTML basics. Writing online, you will need to look at short copy, whichincludes the all important Call to Action, features and benefits, and writingPPC adverts. Long copy still requires attention to the elements that make sureyou are read, and we look at the all important SEO copywriting. The web is fullof neologisms and buzz words, but you’ll keep on top of them with our toolsof the trade.