Kristina Halvorson gave a presentation on effective web copy at the FOWA Miami conference on February 23, 2009. She began by introducing herself and her background in content strategy. She then discussed planning for web copy by conducting an audit, creating a content inventory, gap analysis, and style guide. Halvorson also covered the importance of substance, structure, and style when writing effective web copy. She emphasized writing copy that is clear, concise, personable and customer-focused.