Part 2. Create.............................................83
introduction to create .............................84
4. Web Development and Design................85
4.1. introduction......................................86
4.2 key terms and concepts....................86
4.3 how it works......................................88
4.4 planning – laying strong
foundations .............................................94
4.5 designing...........................................97
4.6 developing – technology gives
it life ......................................................101
4.7 launch..............................................106
4.8 summary .........................................106
4.9 the bigger picture............................107
4.10 case study: Happy Cog and
Greater Philadelphia Tourism
Marketing Corporation .........................107
4.11 references .....................................111
further reading......................................112
5. Writing for the Web..............................115
5.1 introduction ....................................116
5.2 key terms and concepts..................116
5.3 how it works....................................117
5.4 HTML...............................................119
5.5 an introduction to key phrases .......120
5.6 types of web copy ............................121
5.7 SEO copywriting ..............................128