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The online environment is very different. It isn't sufficient simply to write copy and have a designer drop it into the site. During the writing process itself, keep these things in mind:
• You need to understand how and where the copy will be working on the page
• You need to understand the constraints of writing for the web
• You need to understand the opportunities involved with writing for the web
What does this mean? It means acquainting yourselves with the skills and challenges of other people who work online (such as designers, programmers and usability engineers, to name a few).