The Handbook for Web Writers tackles a hot topic: writing for the internet. How do web texts differ from their printed predecessors? Why can't I simply transfer my tried-and-true concepts to the web? What are the basic rules for writing online? This book leaves no question unanswered: practical examples demonstrate how crucial the choice of the right words is and how to write active, clear, personal, engaging, structured, functional, and simply more convincing texts. The presentation of techniques for effective writing is embedded in information about target audiences, design, and marketing one's own web presence. Tables and numerous illustrations enhance the book's usability.