Writing for the Web

Writing for the Web2017-01-16T11:29:33+00:00

Course Overview

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.

Learning Objectives

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.

Course Content

  • 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
  • Accessibility
  • General requirements
  • 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
  • Titles/Headings/Summaries
  • 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
  • Plain English
  • 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
  • Editing
  • The detail
  • 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.
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