Writing for the Web Training Course

Understanding Your Audience

• How people read online - the impact on online copywriting
• Profiling – ways to understand your audience better, so you can write for them more effectively
• Scrolling - encouraging people to scroll and how to manage it if they don’t
• Offers and promotions – how to get people reading this critical content
• Legibility - ensure your text is easy to read on the screen

Choosing The Right Language

• What sort of language should you use online?
• Grammar - how fussy should we be?
• Guidelines and exercises on: vocabulary, sentences and paragraphs
• Tone of voice – developing consistency and excellence within an organisation
• Concision – how can we be more concise…and when is content too concise?

Communicate, Persuade And Sell

• Attract attention - make sure your core messages get looked at
• ‘Brainstem simple’ - create pages that get your message across to audiences, without them even realising it
• Front-loading – using techniques to maximise business benefit in your writing
• Guidelines and exercises on: headings, formatting, lists, links and buttons

Writing Across Websites – Guidelines And Examples

• Home pages
• Product pages (if applicable)
• Shopping cart and checkout pages (if applicable)
• FAQ’s and help pages 
• Navigation and calls-to-action

Improving Email Performance

• Optimising From and Subject fields
• Working with preview panes and images
• Optimising writing for landing pages
• Writing to improve email strategy and targeting

Writing For…

• Social – best practice for Facebook posts and Twitter tweets
• Mobile – learn how to structure and write content that is suited for mobile devices
• Accessibility – make sure your website is W3C-compliant

Organisational Issues

• Managing a team – how to support your organisation in creating online content that is consistently excellent
• Review and editing of others’ work – practical advice to help make this quick, effective and efficient