There are many good sources of advice on writing for the web, but when you’re knocking out copy for your site, it’s not practical to keep referring to checklists. You need the right way of doing things to be second nature. Sadly, the only way this is going to happen will be if you regularly read articles on online copywriting, so I shall regularly point out good ones here, in the hope that you’ll have time to read them and the suggestions will begin to sink in. Ten Copywriting Tips for B2B SEO on Search Engine Land is a great example, well worth a read. You’ll notice that a natural knowledge of the primary search terms for your site is a prerequisite for web copywriting, which is why we spend much of the very first month of the Insider Programme covering the topic, despite it not being a glamorous one.