Writing for the Web : Introduction

One Day Course

Overview

This introductory course looks at how people actually read 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.

Public Course Dates & Pricing

25th May 17 London Bridge £250 + VAT SPECIAL  OFFER
26th Jun 17 London Bridge £295 + VAT SPECIAL  OFFER
27th Jul 17 London Bridge £325 + VAT RESERVE  NOW
21st Aug 17 London Bridge £325 + VAT RESERVE  NOW
21st Sep 17 London Bridge £325 + VAT RESERVE  NOW
16th Oct 17 London Bridge £325 + VAT RESERVE  NOW
  • Public Courses

    Maximum class size of five (the smallest in London) so you get the maximum amount of trainer time possible. You attend with delegates from other companies.

    A great, cost efficient way to learn, discounts are also available for group bookings.

    Discount Info
  • Private Courses

    One to one tuition or a private group with just your colleagues. Your choice of duration, content and location. We can train at one of our centres or onsite with you wherever you are located.

    We offer a free consultation service to help work out every detail and build the perfect course for you.

    Free Consultation

Course Outline

  • Introduction
    • How visitors read online and how they scan a page
    • The difference between writing for the web and writing offline copy
    • Putting together a strategy for writing web copy that works

    Knowing your users
    • Who uses your website?
    • Developing the right tone of voice on the web

    Style guides
    • Developing and implementing editorial content style guides

    Principles of web writing
    • Techniques to produce targeted, relevant copy
    • Inverted pyramids
    • Using heads and sells in web copy
    • Sentence and paragraph structure
    • Signposting your copy
    • Chunking down copy
    • Self-contained copy units
    • Evergreening online copy
    • Non-linear formats
  • Editorial styles and formats
    • Developing editorial 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

    Attracting and retaining readers
    • Using keywords
    • Using links and site structure to maximise page visits

    Language skills
    • Reducing errors and inconsistencies when writing for the web
    • Practical exercises designed to improve your ability to write clear, concise, user-friendly, brand-focused copy
    • Proofreading online copy

    Questions and answers

Who Are We?

LCMJ is the UK's leading writing and journalism training provider.

Our courses are aimed at business people and writers who need to develop their writing skills to communicate clearly and effectively.

London Bridge Centre

Unit 5,
Suffolk House,
127-129 Great Suffolk Street,
London
SE1 1PP

Discounts

Are you a freelancer or a registered charity?

You could qualify for up to
15% OFF
Tell us when you reserve.

Why Choose Us?

  • We know training inside out. We can advise you on all the options to make sure you get the best possible course.

  • Tell us you need to cancel 5 working days before your course and there’s no charge. Great for your peace of mind.

  • The smallest class size in the industry. More one on one time with the trainer and a less intimidating group size.

  • We provide a lovely onsite lunch so you can relax. We won't send you out to the shops with a voucher.

Sarah
HEKSS
29th Sep

The course wasn't what I was expecting! its been very useful. Andy is an inspiring trainier.

Charlotte
PayPal
11th Feb

Detailed and precise teaching tailored to my needs. Perfect.

Alison
London Marathon
9th Dec

Really excellent content, communication and exercises - wouldn't change anything!.

Alison
London Marathon
9th Dec

Really excellent content, communication and exercises - wouldn't change anything.

Alison
London Marathon Limited
18th Nov

I enjoyed the 'Hands on' parts.

Anna
Breakthrough
22nd Apr

Fantastic Course.