Writing for the Web Intro

Media Training
Course summary
1 day
349 GBP excl. VAT 199 - 349 GBP excl. VAT
London, Online courses
Professional Training

Course description

Writing for the Web Intro

Write effective, easy-to-read, engaging copy for your online readers. Discover ways to edit and structure that will make your readers want to scroll and click.

This introductory course looks at how people actually read a copy online and how you need to prepare, write and edit your copy to meet that reality.

The course is editorial rather than technical in emphasis and will cover the principles and techniques involved in getting text right for an online environment.

You are encouraged to bring in examples of your own work in order to put together your own strategy for writing online copy that works. You need no previous web writing experience to attend our Writing for the Web course.

Outcome / Qualification etc.

Awards: Certificate of Achievement

What Will I Learn?

  • People read online vs print
  • Engage skimming readers
  • Structural formats
  • SEO copywriting
  • Practical exercises
  • Free digital course assets
  • Free helpdesk support for 28 days

Training Course Content

Section 1

  • People read 25% slower online than in print, so what does this mean for writers
    • Introduction to how people read online versus in print, with discussion of how this affects page layouts, copy lengths and sentence constructions
    • Introduction to writing techniques and visual signposting to engage skimming readers and keep them scrolling
    • Front-loading copy exercise
    • Feedback session, sharing and comparing ideas.

Section 2

  • Examples of useful structural formats for short-form and long-form copy
  • Ideas to help writers ‘chunk’ copy so readers can navigate with ease, even when writing about complex subjects at length
  • Delegate discussion on their editorial strategies and what mix of copy is appropriate to their target audience
  • Re-purposing ‘long-form’ copy exercise
  • Feedback session, sharing and comparing ideas

Section 3

  • How do you drive traffic to your website and/or engage readers so they click and scroll?
    • Brief introduction to using key words and SEO, working with strict character counts including ‘mobile friendly’ versions
    • Demonstration and discussion of good practice and bad practice examples of meta titles and blurbs
    • Ideas for driving traffic to ‘Evergreen’ pieces through topical or enticing teaser copy
    • Exercise in optimising copy and hooking readers
    • Feedback session, sharing and comparing ideas

Questions and answers

Course delivery details

The following delivery options are available for this course:

  • Classroom at London Bridge
  • Online, live from anywhere

Why choose Media Training

25+ years of experience

Average class size of 6

Choose Mac or PC

About provider

Media Training 

What makes a great course?  When we opened our first centre 25 years ago, we asked ourselves this question. We've spent every day since perfecting the answer. We offer over 100 instructor-led courses that you can choose to attend either...

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Contact info

Media Training

Butler's Wharf Building
36 Shad Thames
SE1 2YE London United Kingdom

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Average rating 4.8

Based on 115 reviews.

V&A Dundee
It was a really informative and well organised course, the tutor was fanastic too!
Giving practical help and support as well as relevant resources.
RAL Space
Opportunity to practise the exercises. Nice succinct summaries of practical tips.
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