How to make every web word count:
For content that hits the spot, you need to know why you're putting it online in the first place, and why your users would want to read it.
How audiences read web pages:
Understand how web readers interact with digital content (including on mobile), how they scan, skim, and scroll through text, and what this says about how well your pages will perform (ever wondered about your high bounce rates?).
The structures best suited to how we read web copy
Exercises and examples will guide you through designing content and writing user-friendly web text for headings/sub-headings, links, calls-to-action, and more.
Tips and techniques for writing concisely:
Online readers don't want to waste their time with unnecessary text, so learn how to use plain English and tighten up your copy.
What keywords really are and what we mean by 'natural search':
Discover how to ensure your content is easy to find on major search engines.
Why writing for social media needs a different approach:
You'll practice taking news or information text and creating shareable content.
Meet one of your trainers,
Felice is a journalist and editor who began web-based writing after 16 years at CNN. Felice has led large site launch and content migration projects across numerous sectors including government, financial services, and IT.
She spends most of her days working with clients on large- and medium-sized projects to create content strategies, draft tone-of-voice guidelines, and craft amazing copy. She can often be found trying to bridge the gap between clients' editorial / commercial teams and IT departments.
Felice is an incredibly experienced trainer and her enthusiasm for all things content is unbelievably infectious, as you'll discover for yourself!
Set goals for your content
Identify your audience
Recognise web reading habits
Web vs. print reading
What eye tracking / gaze plots tell us
Scan, skim, and scroll
Organise web page elements
Writing for user needs
Show, not tell
Web treasure hunt
Tips for writing plain English
Avoiding value judgement words
How to say what you mean
Lists, links, and calls-to-action
Standfirsts: explain the page
How to front-load and tighten text in body copy
How people find your web page
Choose and use real keywords
How writing changes for social media
Writing shareable headlines
Is this the right course for you?
This course is particularly suitable if you are:
New to web writing or have some experience and would like a refresher and some formal training.
Working in an environment where you have inherited web duties, or if you work in a marketing, IT, web writing or communications function.
Looking to empower employees to write and contribute to your digital content.
Like what you see but want to learn something slightly different? We can tailor any of our training courses to your team’s needs. Get in touch to find out more.
This course will be run remotely via Zoom for the foreseeable future. You'll be able to join us from wherever you're currently based.
About the day...
Currently this course is run remotely and split over two half-day sessions.
Class size: No more than 8 participants (enough so you have other people to learn from, but not so many that you're lost in the crowd!).
What you'll need: A laptop, charger, and your wonderful self!