Writing for the Web is the new black

Advertising writers can feel their hearts sink when the client says 'Here's something I prepared earlier. Not that hard to write copy content is it?'
In fact, my head usually tells my feet to leave the building immediately as things are only going to get worse.
'Just fix this up a bit.' Meaning: Don't touch my words, just fix the commas ... and you're a writer, you know how to spell so give that a bit of a check too.'
'I've cut and pasted from stuff I found on the Web.' Meaning: I spent all night on Google, so what makes you think you can do any better. These people are experts.'
'The graphic designer bloke has done our web stuff. We just needs some words.' Meaning .. 'he's done the real work ... don't spend too much time on your words.'
Three fantastic words can make your web page rock. Six paragraphs of cut and pasteds and stuff from the sales manager can make your site sink.