Web content must be tailored to the platform – not lifted from printed material; the medium, after all, is the message. Th e copy must be direct, clear and, usually brief but impactful. Like all communications, it must be targeted to markets, rather they are narrow or universal. They should be considered advertising, with the tight prose of that medium, even (or especially) when the message is meant to stimulate emotion, self-interest and action. My experience includes a domestic violence services organization, a commercial real estate developer, the manufacturer of high-end playgrounds and substantive editing a large website for a professional school. I work closely with the client and the web designer to achieve the exactly right site. (I am currently working my own site.) I work quickly, efficiently and collaboratively with the client and the web designer.