How to Write for the Web

Overview

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. This extremely popular workshop shows how to write effective copy for your internet and intranet sites. It's an excellent follow-up to Principles of Great Copywriting.

Benefits to you and your organisation

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

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.

What you will learn

• What makes people 'stick' to sites.
• What can enhance your email campaigns from the subject box to final click-through.
• How to promote your ratings in search engines.
• What makes a good website and good online text.
• How to write copy for online reading.
• How to brief your website copy and design team.
• The way we read online and how this affects the way copy needs to be written.
• How to run a usability study.
• How the psychology of web copy needs to be considered when writing.
• What we need to consider when blogging and podcasting.
• The importance of clarity and interaction on your site.

Course content

• 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.

Learning approach

A combination of lecturing and hands-on exercises makes this course a complete learning experience. Our workshop leaders also find it helpful if delegates bring along their own suggestions of favourite websites as well as a checklist of things you like and dislike about your own website.