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Writing for the Web

People read copy online differently from printed copy. This course will teach you 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 creating or adapting text 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.

Who should attend

Anyone who needs to prepare, write and edit copy for the web.

Key Topics

• Reading on web pages
• Who is your target audience
• Writing text for the web
• Different styles and formats
• Repurposing text for the web
• Language skills and exercises

Course Content

Introduction • How visitors reads online and how they scan a page • The difference between online and offline consumption of text • Putting together a strategy for writing web copy that works Knowing your users • Who uses your website? • Developing the right tone of voice Principles of web writing • Techniques to produce targeted, relevant copy • Inverted pyramids • Heads and sells • Sentence and paragraph structure • Signposting your copy • Chunking down copy • Self-contained copy units • Evergreening copy • Non-linear formats Editorial styles and formats • Developing and implementing editorial content style guides • Creating attention-grabbing structures to standardise and simplify your content The art of webifying • Re-purposing or webifying existing offline copy • Practical examples of how to take existing offline copy and turn it into accessible online copy that works Language skills • Reducing errors and inconsistencies • Practical exercises designed to improve your ability to write clear, concise, user-friendly, brand-focused copy • Proofreading online copy