Writing for the Web mike
Copy writing web pages requires a different approach to writing copy for print. Learn how to write for online readers. Understand how to structure copy to increase your search engine ranking.
Who Will Benefit?
Copywriters, journalists, marketing and communications professionals, public relations personnel, Web designers… and everyone who writes professionally for online media.
Upon completion of this one day writing for the web training course you will understand practical guidelines for creating clear, compelling online copy. You will understand how to structure your pages and create layouts that attract and retain your readers’ attention. You will learn simple techniques to improve your position with search engines.
Purpose of a website
Define purpose to focus on relevance
What works online
Look at a variety of sites to get a feel for what works – and what doesn’t
Web v Print – understand the differences and similarities
Writing for your audience
Know your audience
Define user groups and their goals
How people use websites
Understand how to structure pages for the way we use the web
Usability – 5 key issues for content
Ease of learning/ease of use/memorable/errors/user satisfaction
Understand the site structure
Determine how best to let the navigation work for you
Practical examples – typical web objectives to determine how user friendly sites can be
The importance of Titles/Headings/Summaries
Offer context, direct the user
Page titles – for search engines and bookmarks
Examples of good and bad Titles/Headings/Summaries
Exercise – write examples of each
The Copy & Copy Writing
Nielsen’s Usability Studies – how writing structure affects understanding and retention
The Inverted Pyramid
Simple words and phrases, write for scanning, direct communication
Keywords their importance and how to incorporate them
Links their importance and how to incorporate them
Exercise – write some copy using principles
Main areas to watch for e.g. spelling, ambiguity, linkrot, Alt text
Consistency – what to look for
Testing – simple ways to test initial pages and on an ongoing basis
Action Plan For Implementation Back At Work
This course can be delivered in-house readymade or tailored to meet the specific needs of company teams. Other bespoke development programmes can also be scoped, designed and delivered to provide unique learning solutions on a range of practical and relevant topics. Find Out More.
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