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    Good website copy will play an important role in attracting readers to your site. It also has the potential to persuade, engage, inform and entertain your audience. In this hands-on workshop, you’ll have the opportunity to take your web-writing skills beyond the basics and ensure that your copy is both compelling for readers and optimised for search.

    There will always be a combination of art and science in effective web copy. On the one hand, you need to ensure that you understand your audience, address their aspirations and concerns and write in an appropriate tone of voice. On the other, you’re working to meet the demands of algorithms that decide on the relevance of your content. In this interactive workshop, you’ll learn how to find an appropriate balance. 

    Who should attend?

    Anyone who writes for the web can benefit from the practical exercises on this course. You are likely to be a marketer or communications professional who has already built up some experience and is looking to enhance their skills. 

    Learning outcomes

    • Understand challenges posed by different types of web content 
    • Explore the latest thinking from Google and other experts on SEO
    • Experiment with creating effective header tags 
    • Learn the importance of personas in profiling  
    • Find out how good copywriters adapt tone of voice 
    • Gain confidence in your writing though practical and collaborative exercises 

    Course Dates

    Start Date Duration Location
    28 Jun 2024 1d Virtual
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    30 Aug 2024 1d Virtual
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    30 Oct 2024 1d Virtual
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    16 Dec 2024 1d Virtual
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    Course Director

    Phil Woodford

    Phil is a highly experienced copywriter and former creative director, who works for a range of B2B clients in the UK and continental Europe. He started his career in a business-to-business setting, marketing conferences for an engineering institute. After working in-house for a direct marketing business, he spent ten years in advertising agencies before becoming self-employed and combining his writing with training and lecturing. Phil is an Associate Lecturer at University of the Arts London and also teaches at INSEEC U, the largest private university network in France. Each week, he co-hosts a weekly news review show on Colourful Radio, broadcast from London’s Africa Centre.

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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