Website Copywriting: The Complete Guide

website copywriting complete guide

Have you ever questioned how some websites capture your attention, make you stay, read their posts, and even buy their products? You’ve also experienced bland-looking sites with shallow content or visuals, and you wouldn’t spend a second hovering over. Did you stop to ask how? Even if you didn’t, there must have been a reason why a website made you stay.

For some sites, you’re likely to say it’s the savvy design and exuberant images. Somebody else will say it’s the content. And yes, the web copy on a particular website is likely to capture your imagination and compel you to take a specific action, it’s for this reason that website owners spend a lot to ensure that they have sparkling web copy for their visitors.

What Is Website Copywriting?

Website copywriting refers to writing words that prompt a site visitor to take a particular action.

Web copywriting isn’t your average writing. A copywriter has to learn and practice it to get it right. Since its writing for the web, it entails writing ad copy, marketing, social media content to keep targeted readers engaged. Eventually, it’s the copy that drives readers to take action.

Primarily, website copywriters focus on crafting great copy to sell an idea or a product. To understand it better, any writing that is posted online to promote and sell products or services is simply website copy.

What you need to infuse in writing is the persuasive appeal, creativity, and informative packaging. After all, effective web copywriting should speak for your business, answer customer queries, and offer solutions.

What Is Web Copy?

You already know that copy refers to text is used to sell. The text is what guides a visitor through your site. Copy tells prospects what they need to know about you. It’s copy that makes up your homepage, product, service, and all other pages of your website.

Usually, people have short attention spans. When a visitor lands on your site, it’s upon you to hook them up, help them linger around, and do your best to make them buy.

Steps to Succeed in Your Website Copy

Here are steps you need to take as a copywriter to ensure the success of your end product.

  1. Identifying copy’s objective

Before you type a single word, always query the goal of the copy or page you’re writing. You should specify what you want the reader to do after that. Unless you know the primary purpose of the copy, it won’t be effective.

  1. Highlight the main point

Your website pages need to have a main point. For instance, the ‘about us’ page should highlight credibility while the ‘service page’ can underline the service value proposition. Always start by grabbing a reader’s attention to the main point. It saves time.

  1. Each line should lead the reader to the next one

Copywriting isn’t like blogging. Every line should purpose to take the reader to the next one. If it’s not intentional and doesn’t lead the reader to the next line, your message won’t have an impact. In fact, they won’t take the action you so intended.

  1. Priority is on customer needs and desires

The worst mistake you’ll ever make is to focus more on your brand than your customer’s needs. Remember, your customers are more focused on how you’ll solve their problems and not how you run the show.

  1. Write the way you speak to a friend

A copywriter’s bane is writing rigidly with extra formality. The best approach is to write the way you speak to a friend. It requires a casual and straightforward tone.

  1. Copy clarity is key

You want to inject tons of that persuasive tone into your copy? But that could mean doom. Instead, consider clarity on top of everything else. As long as you use concise language that tells a customer why your product is the best match, it should be easy to sell.

  1. Tell them what, why, where, who and how

It’s essential to include the following in your copy.

  • What is the offer?
  • Why it matters?
  • Where can they find it?
  • Who is eligible?
  • How it works?

Remember, what matters is your customer’s needs and desires. It’s upon you to communicate these things with that fact in mind.

5 Tips for Writing Good Copy

The question up to now is, what does a worthy copy entail?  But with the following pointers, it’s probably going to be easy to craft seductive copy.

Make every word matter

In web copywriting, there’s no room for waste. Every word you use needs to be meaningful and useful. Never gamble with filler words that make your copy hollow. Remember, it works well if it’s short and to the point.

Go for impactful and intriguing headlines

Headlines are like magnets in web copywriting. It’s the headline that determines whether a reader will read or skip. If you’re using floppy headiness, your reader won’t budge. They cannot click with the headers after all. The secret is using the 4 U’s of headline writing:

  • Useful
  • Urgent
  • Unique
  • Ultra-Specific

Try using a significant benefit of the product in the headline and see how well it lures your prospects into reading everything else in the copy.

Write smart copy but make sure it’s copy that sells

Web copywriters gravitate towards smart or captivating copy. It’s not a crime, but you need to take caution not to write copy that drifts the reader’s mind away from the ultimate. Don’t make them smile but drive them to buy instead.

Don’t speak down to your audience

Even if yours is a breakthrough product that can solve problems instantly, never make the mistake of dressing your audience down. Condescending copy never sold anything.

Keep it simple

You’ve probably transformed into a wordsmith overtime. However, using the showy and flashy language isn’t the best way forward.

Include a call-to-action

Never waste great copy. If you go the whole nine yards creating exemplary copy, Make sure there’s intent in the end. Think about reading superb copy only to get to the end of it with no next step.

This is the point where you need to include a compelling call to action (CTA). It’s not as difficult as you think. Just implore the reader to take a specific action. It can be “call us,” “follow us on Twitter” or “buy now”. Remember, don’t bombard them with more than one CTA. Too many of them will confuse and overwhelm your reader.

Top Web Copywriting Practices for Beginners

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If you’re just starting the copywriting journey for your website. There are the cardinal and unwritten rules to follow. Here are some to keep in mind.

Use headings sufficiently

The headlines you use are guides to your pages. Go for headlines that recap the content of the paragraph. It tells the reader whether to read or bounce.

Use bullet points

Bullet lists optimise copy readability. A user can skill through and get the gist of the content. If you can use commas on the content, consider using bullets instead.

Use short paragraphs

Long paragraphs are difficult to scan. Always find a breaking point. It makes the information easy to read, understand, and store.

Frontload important information

Want your copy to speak to your audience? Then, I suggest that you start the copy with the info that matters most. This way, your reader won’t leave before they get the main point of your web page.

Bold vital terms and phrases

When you bold and highlight your key phrases and terms, you make it easy for the site visitor to find their way around. Remember, do it sparingly to avoid distracting them.

Omit fluff

This is a proven strategy. Always get rid of the fluff on the copy, but don’t stop editing. You’re not writing a book but text to drive action. The crispier, the better.

What Skills Does a Copywriter Require?

Though there are no specific skills needed to become a web copywriter, having some of the following skills makes you a successful copywriter.

English language skills

Proficiency in English makes a great copywriter. Copywriting requires precision with words, punctuation sentence structure, and the like. A copywriter should pay strict attention to spelling, grammar, and, of course, the choice of words.

Eye for detail

To achieve top results, a great copy should be error-free. You must know how to spot your own errors.

A wide vocabulary

Grate copy draws its influence from exceptional vocabularies. This means you need to be fluid with the words you’re using. It helps to craft killer headlines with the right vocabulary.


You can’t just write a copy if you’re not curious enough to know what makes the product tick. You can only sell if you know distinct product features, benefits, and the unique selling proposition behind it.

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Different points of view

The best copywriter doesn’t rely on clichéd approaches. You’ll need to look in from the outside. This is how you get to produce a copy that speaks directly to the customer.

Great listening skills

To hack it as a copywriter, you need excellent listening skills. You need to listen to the client and deliver according to his brief. Listening skills help you carry out product research and guide you in choosing the right copy angle.

The Importance of Great Website Copy

Now that you know the importance of good copy, do you know what it helps your website to accomplish? Here’s a primer.

It amplifies your brand’s strengths and values

A copywriter creates content that lures customers. They persuade visitors to do business with you. Create copy is the reason why people turn to, believe, and listen to your brand’s offer.

Increases your website traffic

Good copywriting incorporates SEO in the mix. It’s shareable, engaging, and compelling. When done well, you’ll see a spike in the number of visitors on your site. It is easy and sustainable. The right keywords will keep readers coming.

Clear, engaging, and useful content

Writing persuasively is about clean writing. It means you need to write with a “less is more” mentality. Always avoid repetition and go for fewer paragraphs. But, it’s never set in stone.

It boosts sales

Writing an exemplary copy with no CTA is all in vain. Great copy has properly positioned calls to action at the right interval. Remember, the CTA should be direct to the point. Additionally, let the copy lead the way, and your prospects will have it easy transacting with you.

What Should Good Copy Do For Your Business?

A website’s appearance is critical. The web copy is equally or more impacting than the appearance. So what is it that great copy should do for your website?

Captures your prospect’s attention

Trust me; you’re not alone when competing for your prospect’s eyes. You’ll need an excellent copy to get noticed. When you choose the right words, it’s easy to hit the right buttons

Talks directly to the prospect

Copywriting isn’t writing for the masses. Great copy addresses the prospects personally using words like your and you.

Describes products or service benefits

Exceptional copy takes about you with persuasive sincerity. This means you’re speaking to prospects enthusiastically while giving them memorable specifics.

Demonstrates problem-solving capacity

Great copy tells your prospects how it can solve their problems. It doesn’t hesitate to make their pains go away.

Stamps your unique selling proposition

Without the unique selling proposition, you cannot convince prospects that you’re the best in your industry. Great copy will provide evidence of why you’re indeed the go-to entity.

Highlights you as an industry leader

Great copy will tell your prospects/readers that you’re well versed with your offering. It makes you stand out as an authority

Closes a deal

Good copy is the reason why your prospect follows your call to action and fishes out his wallet

Offers incentives

If your copy creates urgency, offers an incentive or a bonus, it motivates the prospect to act before it’s too late.

20 Website Copywriting Agencies in Singapore

mediaone Website Copywriting The Complete Guide

Web Copywriting Services


About MediaOne is a renowned digital marketing powerhouse with years of excellence in the sales forte. The firm serves Singaporean and overseas businesses and helps them generate sales through the magical use of good copy.

MediaOne takes pride in a team of accomplished wordsmiths who help your business to communicate succinctly.

  • Copywriting For: Sales, Website, SEO, Ecommerce, Creative, Messaging
  • Digital Marketing Services
  • SEO Services Singapore
  • Conversion Rate Optimisation (CRO) Service
  • Social Media Marketing
Address 4B Craig Road | Singapore 089664
Telephones (65) 6789 9852
Email [email protected]
  • Edelman
  • WWF
  • Acer
  • Maybank
  • Singex


verz design Website Copywriting The Complete Guide

Web Copywriting Services

Verz Design

About Verz helps you to market your business using a perfect copy that leads you to your target viewership. The firm works around your website, helping you to maximise conversions.

Verz relies on seasoned web copywriters and creative designers who blend good copy and marketing elements for excellent results.

  • Web Copywriting
  • Newsletters
  • Blogging
  • Social Media Posts
  • Custom web development
Address 56 Kallang Pudding Road,#07-05/06 [email protected], Singapore 349328
Telephones (65)  6841 1680
Email [email protected]
  • NewLife Confinement Nanny Agency
  • Kian Hua Motors
  • VegwithMeg
  • Adventus Singapore
  • Tang Renaissance Communicators



Web Copywriting Services


About E-speed is a leading Singapore copywriting agency. It provides top-notch copywriting and content marketing services to Singapore and global businesses. E-speed specialises in the provision of copywriting for various media, including email, websites, brochures, and offline media.
  • Web Development
  • Multimedia
  • Marketing
  • Copywriting
  • Web Writing
address 83 Science Park Drive,#04-01A The Curie, Singapore 118258
Telephone (65) 6255 7309
Email [email protected]


copywriting services contact singapore

simply professional Website Copywriting The Complete Guide

Web Copywriting Services

Simply Professional

About Simply Professional operates as Singapore’s Order Your Copywriting Online Service. The agency offers affordable content and copywriting services. Its Copywriting Services Online enables businesses to choose from a range of copywriting services to suit your current business needs. Simply Professional relies on writers with a touch of persuasion when writing your desired copy.
  • Web Copywriting
  • Web Design
  • Search Engine Marketing
  • Web Development
  • Content Marketing
Address 116 Middle Road, #07-01, Singapore 188972
Telephone (65) 9615 0206
Email [email protected]


it solution Website Copywriting The Complete Guide

Web Copywriting Services

IT Solution

About IT Solution is a renowned digital marketing agency that offers copywriting to different businesses. IT solution knows the meaning of good copy, the perfect words, and how to provide your prospects with punchy information about your website, products, and services.
  • Copywriting
  • Pay-per-click advertising
  • Search Engine Optimization
  • Google Business View
  • Social Media Marketing
Address 51 Goldhill Plaza #07-07Singapore 308900
Telephone (65) 6690 3275
Email [email protected]


lewis Website Copywriting The Complete Guide

Web Copywriting Services

Lewis Singapore

About LEWIS Singapore is a globally acclaimed integrated communications agency.  The firm works to deliver the right copy that matches your sales needs. Over the years, the team at Lewis has helped businesses in over four continents. The team of strategic copywriters will surpass every sales challenge facing your venture
  • Account-Based Marketing
  • Analytics
  • Content Marketing
  • Influencer Marketing
  • Paid Search
Address 152 Beach Rd, Unit 20-05 Gateway East, Singapore 189721
Telephone (65) 6571 9140
Email [email protected]
  • Hong Kong Tourism Board
  • Israel Government Tourism Office
  • Bay to Bay 2018
  • EpsonYouth Challenge
  • Invista


oom Website Copywriting The Complete Guide

Web Copywriting Services


About OOm is a digital marketing agency that serves SMEs and MNCs in Singapore. Since 2006, OOm has excelled in empowering businesses to find their customers using practical copywriting, SEO, and social media marketing campaigns.
  • SEO Copywriting
  • Social Media Marketing
  • Content Marketing
  • Skyscraper Content
  • Infographic Content Creation
Address 141 Middle Road, GSM Building #05-04, Singapore 188976
Telephone (65) 6391 0930
Email [email protected]
  • Rentokil
  • East Coast Podiatric Clinic
  • Singapore Computer Guys
  • The Wall Story
  • Danish Design


first page Website Copywriting The Complete Guide

Web Copywriting Services

First Page

About First Page is a reliable copywriting agency in Singapore. It helps different businesses to reach out to their prospects using thoughtfully crafted copy. First Page relies on seasoned copywriters and digital marketers to turn every sales campaign into a success.
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)
  • Social Media Marketing (SMM)
  • Web Design
  • Website Copywriting
Address 14 Robinson Road, Far East Finance Building, #08-01A,

Singapore 048545

Telephone (65) 6315 1420
Email [email protected]
  • Regent Law LLC
  • Eagle Eye Centre
  • Modern Graphix Creations
  • Avon Cleaning
  • Evan Woo Plastic Surgery


novage Website Copywriting The Complete Guide

Web Copywriting Services


About Novage offers a fully inclusive copywriting and content marketing package to help Singaporean businesses to position themselves inform of their audiences. With everything under one roof. Novage presents exceptional on and off-page optimization, great storytelling, SEO copywriting, and B2Bcopywriting, among others.
  • B2B copywriting
  • Domain & Hosting
  • Digital Marketing
  • SEO
  • Landing Page Design
Address The Commerze @ Irving 1 Irving Place, #09-01 Singapore 3695
Telephone (65) 67 444 064
Email [email protected]
  • BTH
  • Solescape Shoes
  • Stamford Language
  • VPRC
  • Spring International


copywriting Website Copywriting The Complete Guide

Web Copywriting Services

Quantico Copywriters

About Quantico Copywriters have been operational in Singapore since 2005. The company offers exceptional copywriting and content management services to amplify your brand’s voice. It relies on a superb team of in-house copywriters to get the job done.
  • Social Media Writing
  • Speech Writing
  • Technical Writing
  • Tender Writing
  • Web Writing
Address 1 Fullerton Road#02-01, Singapore 049213
Telephone (65) 6573 7370
Email [email protected]
  • NUS
  • Lazada
  • KPMG
  • Singapore Airlines
  • Google


oats Website Copywriting The Complete Guide

Web Copywriting Services


About Oats is a renowned content marketing agency in Singapore. It provides businesses with great sales copy, app microcopy, and compelling long-form content. Through the years, the firm has helped new companies and local start-ups to find their voice through copy and content.
  • Content Marketing
  • EDM Design
  • Infographic Design
  • SEO Articles
  • Website Copywriting
Address 04-10 1 Sims Lane, Singapore 387355
Telephone (65) 9693 3801
Email [email protected]
  • Suss
  • Price Kaki
  • Property Guru
  • Yachtly
  • Sleb


maple tree Website Copywriting The Complete Guide

Web Copywriting Services


About Mapletree created refined sales copy to give Singaporean businesses more than just catchy copy. Mapletree takes note of your target personas, brand voice, and key messaging when creating your web copy.
  • Web Design
  • Ecommerce Development
  • Design & Copywriting Services
  • Search Engine Optimisation
  • Search Engine Marketing
Address [email protected] #04-08 63. Ubi Ave 1Singapore 408937
Telephone (65) 6570 5580
Email [email protected]
  • Amara
  • Changi
  • Unilever
  • Esthemedica
  • Servicom


vision Website Copywriting The Complete Guide

Web Copywriting Services

Vision Web Creation

About Vision Web Creations is renowned for its exceptional web copywriting and development services. The firm serves different ventures and has a unique approach to copy and precise content. Vision takes a third party view to help your business develop a customer-centric copy.
  • Copywriting
  • Web Copywriting
  • Newsletters
  • Blogging
  • Responsive Design
Address #02-23 Sultan Plaza,100 Jalan Sultan,Singapore 199001
Telephone (65) 98137769
Email [email protected]
  • Little Theo
  • Iadvancenow
  • Stradivari Strings
  • Go Feed Me
  • Green Zone Boats


24k designs Website Copywriting The Complete Guide

Web Copywriting Services


About 24K offers effective copywriting services to small and big businesses in Singapore. It’s a renowned powerhouse in the commerce copywriting scene. The firm has excelled in helping businesses to capture their prospect’s attention through great copy and ecommerce copywriting.
  • Online Copywriting Service
  • Website Content Copywriting Services
  • Copywriting for Blog Services
  • Technical copywriting Services
  • Sales Letter Copywriting Services
Address 61 Upper Paya Lebar Road, Tat Wan Building #05-02,

Singapore 534816

Telephone (65) 6844 0132
Email [email protected]
  • Daikin
  • Greenland
  • Grab
  • Engie
  • Rockwell Automation


script Website Copywriting The Complete Guide

Web Copywriting Services

Script Consultants

About Script Consultants ranks as a powerful content marketing and copywriting agency. It assists Singaporean businesses to create relevant copy on different digital media platforms. Script hires top copywriters with a proven background in helping businesses to beat the competition.
  • Copywriting  and Content Strategy
  • Content Marketing
  • Copywriting for SEO
  • Social Media Marketing
  • Web Analytics
Address A: 67 Ayer Rajah Crescent, #02-10/17, UCOMMUNE, S 139950
Telephone (65) 9100 3501
Email [email protected]
  • Terrenus Energy Investment Prospectus
  • Shopmatic
  • Unilever Food Solutions
  • Chic Lines
  • Landscape Architects


whiz words Website Copywriting The Complete Guide

Web Copywriting Services


About The reason why Whizwordz is renowned in the Singaporean copywriting circles is its ability to provide a copy in several local and foreign languages. The firm helps businesses to build their local sales and marketing campaign from scratch. It ensures that clients get a copy package that is fulfilling, SEO optimised and persuasive.
  • Copywriting
  • Interpretation
  • Certified translation
  • Transcription
Address 151, Chin Swee Road, #13-04, Manhattan House, Singapore 169876
Telephone (65) 66003798
Email [email protected]
  • Right Spin
  • McCann Singapore
  • Ink and Pixel
  • Prudential Assurance
  • Chung Printing


translation Website Copywriting The Complete Guide

Web Copywriting Services

Translation Services SG

About At Translation Services SG, there’s more than just translation services. The firm strives to offer classic copy that broadcasts the intention of your business. The firm has helped companies to create SEO precious copy that drives rankings as well as sales. Translation services SG also provides copy in multiple languages.
  • Writing
  • Rewriting
  • Editing
  • Proofreading And Editing Services Singapore
  • Website Designing Services
Address 10 Anson Road, Unit #27-15, International Plaza, Singapore 079903.
Telephone (65) 6714 6715
Email [email protected]


bebop Website Copywriting The Complete Guide

Web Copywriting Services

Bebop Asia

About Bebop Asia specialises in marketing communication, professional copywriting, and content creation. The firm enables Singaporean and APAC businesses to run robust campaigns. Bebop works with a suite of experts who understand copy more than you do.
  • Extensive Content Creation and Marketing
  • Government Grant Applications
  • Public Relations
  • Search Engine Optimisation
  • Search Engine Management
Address 190 Clemenceau Ave, #06-02 Singapore Shopping Centre, WorkCentral 239924
Telephone (65) 6708 8200
Email [email protected]


brafic Website Copywriting The Complete Guide

Web Copywriting Services


About Brafic is a nimble Digital Marketing and Design agency in Singapore. It strives to offer valuable copy solutions to help brands find their targets. Brafic operates as an integrated digital marketing outfit with everything under one roof.
  • Content Creation
  • Social Media Strategy
  • Social Media Reporting
  • Digital Advertising
  • Search Engine Optimisation
Address 44 Kallang Place, #03-71Singapore 339172
Telephone (65) 90105463
Email [email protected]
  • Standard chartered
  • KDF
  • Tomiz
  • Weborion
  • iHealth


bbmg Website Copywriting The Complete Guide

Web Copywriting Services

BlackBlue Media

About BlackBlue Media is a fully-fledged digital marketing conglomerate that helps businesses to stamp their voice in the ASEAN region. The company operates as a digital media and social media and creative storytelling entity. Since its inception, it has helped businesses to leverage content production, creative marketing, and events.
  • Influencer Marketing
  • Content Production
  • Media Planning
  • Social Media Marketing
  • Graphic Design
Address 8 Ubi Road 2 #05-20,Singapore, Singapore 408538, SG
Telephone (65) 6220 0789
Email [email protected]

Factors That Determine the Cost of Web Copywriting

Do you know how much you should pay to get your copy written? If you’ve decided to hire a web copywriter, you need to know that cheap is expensive. Here are other factors to consider.

  • Industry knowledge and expertise
    Some copywriters will generalise while others specialise on a subject matter. You can expect to pay more when you hire a niche writer. A generalist will cost less.
  • Experience
    Whatever the niche, web copywriters take time to hone the art. For sure, you’ll pay more to a copywriter with ten years of experience compared to a newbie with two years under their belt.
  • Project complexity
    Some niches call for serious copy. Others require basic research. The time it takes for a copywriter to generate the right copy determines how much you’ll pay.
  • Size of the project
    Here, you’ll need to think about scope. Some projects require two months to write copy for numerous service pages. Others require less than five days.
  • Turnaround time
    Exceptional copywriters are always engaged. To get your copy ahead of time, you may have to pay more. Usually, this is in the form of a rush fee.

Why Hire Professional Website Copywriting Services

Do you believe you can write your own copy to sell? Are you sure it will sound compelling, like what a professional web copywriter can deliver? If not, here are the reasons why you need to hire that professional.

They’re trained to compose website copy

You’re a business manager-not a copywriter. Copywriters have honed the art. It’s a no-brainer. The chances are that you’ll write a detailed copy, but you won’t speak to the consumer.

Saves time

Even if you take a copywriting course, it’s not the best use of your time. Remember, it will take time for you to become accomplished on the copywriting platform.

Position your products and services optimally

With a professional copywriter, you shine a spotlight on your products. What’s more, you appeal to their cravings and compel them to desire what you’re selling. Copywriters have incredible skills to hack it.

Get a non-biased perspective

Of all the other people, your super familiar with your business. But it doesn’t help when you want to write a copy. A copywriter can step in and confidently present your brand in ways you hadn’t thought before.

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Win over your competitors

Your website is competing against hundreds of others in your niche. To capture the limited number of prospects, you’ll need a savvy copywriter to speak to them.

Get organic traffic to your website

It goes without saying, great copy drives more targeted traffic your way. Copywriters will use SEO elements that favor your website before Google’s eyes

Enhanced brand image

Web copy is as important as the feel and the look of your website. Your prospects hover over your copy to decide the next move.  If it’s not compelling or tasteful, it won’t produce results.

They understand irresistible calls-to-action

To achieve this, you’ll need to leverage emotions and show actual value. With a copywriter, it’s achievable.  These experts know how to direct prospects to the finish line.

Editor’s Note:

While every precaution has been made to ensure the accuracy and fairness of this listing, we acknowledge that they may be inaccuracies. Therefore, we urge you to contact the service provider above for the correct information and/or contact us with the correct information.

If you are a service provider and wish to be featured in this listing (MediaOne reviews are read by hundreds of thousands of Singaporeans), please contact us at [email protected]. There is no charge! Please allow us up to 3 working days to review before adjusting the information or including your entry.


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