If ever copywriting has to sing for its supper, it is online. In an environment where a user has chosen to view your site, being presented with copy that then immediately turns them off is well, the end of the road.
Attention span, clutter, screen resolution and the way the eye reads across the screen are all factors a copywriter has to work with. The fact that direct competition is just a click away brings home their importance.
When budgets are being slashed or are tight, copywriting will usually be somewhere near the top of the list for the chop. That, however, is not always the wisest decision.
We know where some of the best digital copywriters are.