More and more I am being asked to write copy for websites. In my view much of the writing in this medium is woeful. So, when I write website copy, I apply the same principles as I do to my advertising writing. Firstly, I seek out something unique to say. Secondly, I give the product or service I am writing about a tone of voice that reflects its character. And, thirdly, I inject a healthy dose of salesmanship. I am happy to provide copy for a website, as I did for ICP; create one from scratch in collaboration with my digital partner, David Hughes, with whom I created the Bartlett Morrison site; or to collaborate with other digital colleagues such as Alan Long at Sane and Able.