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Writing effective copy for a website is not the same as for printed material. Writing well-defined copy for the web (and by extension, for search engines) is a different skill, as there is very limited time and space to get your message across. Visitors must understand how your website works, and how to achieve their goals as quickly as possible. Web users are active, not passive, and are just one click away from exiting your website forever. They need a compelling reason to stay, and reams of text are likely to disengage even the most avid reader.