Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Techniques used in copywriting for the web are very different to those employed offline. Now you can pick up some of the best-kept trade secrets on writing for the web designed to help ensure your site rises up the search engine ranks as well as customer estimations.

The purpose of this course:

The web is core to all your creative marketing activities. This extremely popular workshop – highly rated by previous attendees - shows how to write effective copy for your internet and intranet sites for national or even international audiences. It’s an excellent follow-up to Principles of Great Copywriting.

Who this course is for:

This cutting-edge event is ideal for any marketer writing for the web or critically appraising the writing of in-house colleagues or agency staff.

Benefits for your organisation:

Your web presence needs to be distinctive and useful. This workshop takes a down-to-earth approach to creativity on the web. Your key personnel will learn essential techniques which make web copy really work. This includes; how to optimise search engine results and integrate online and offline creative work; coming away with practical tips and techniques that can be applied in everyday work.

Benefits for you as an individual:

Learn how to write creative, compelling and professional web copy that makes a real connection with your readers, be they staff or clients.

You will learn how to:

• Plan copy for your website
• Understand what makes people ‘stick’ to sites
• Enhance your email campaigns from the subject box to final click-through
• Beyond standard keyphrases - how to promote your ratings in search engines
• Brief your website copy and design team
• Understand the psychology of web copy
• Support your offline marketing material
• Explore new web writing techniques such as blogging and podcasting
• Appreciate Web 2.0 creative writing techniques
• Take the next steps in the writing for the web evolution

Course content:

• The growth of writing for the web
• Writing for different audiences
• Making your homepage more welcoming
• Writing features on the web
• From offline to online writing
• Sales copy on the web
• Designing effective emails
• Writing in plain english
• Meta-tags which boost rankings
• Integrating new media techniques with classical writing
• Exercises

Pre and post learning support:

It will be useful to bring along your own suggestions of favourite websites as well as a checklist of things you like and dislike about your own site.

To take away from the course:

Course handouts and Gabay’s Copywriters’ Compendium

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework