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Writing for web is pretty much the same as writing as for other media. You do need to get the layout plan and the customer experience flow. Google’s robots are a lot smarter – so don’t get hung up on SEO writing. Just keep it short, simple and to the point. The art of good copy in other words.
I’ve built this website myself, so am quite used to working in WordPress, but can also work in Joomla and with most CMS systems.