Not only do the words need to suit the web format and the way people choose to read online, they also need to be found by search engines.
And they still need to reflect your message, style and ethos. It's important not to lose your way as you adapt to technology.
A good website can be one of your best assets, but a site that confuses, distracts or simply doesn't get to the point can actually be counter-productive.
As with any form of publication, in print or online, you should get your content in shape first so the structure suits your intent, not the other way around.
Nick is a great communicator and one of the most versatile writers I have ever worked with (and I have worked with a lot).
Chris Rann, Managing Director, Rann Communication