Writing for the Web : Advanced

One Day Course


Designed for those who already have some experience of writing online copy, this course covers how to formulate a digital engagement strategy, how to develop an online voice for your brand and highlights advanced techniques for producing targeted, relevant copy.

The course also addresses how to structure your content to improve usability and search engine optimisation.

This course is editorial rather than technical in emphasis. If you want to tailor the content to your exact requirements, you are welcome to do so. You should have attended our Introduction to Writing for the Web course or have an equivalent knowledge of the topics covered.

Public Course Dates & Pricing

6th Jul 18 London Bridge £325 + VAT SOLD  OUT
1st Aug 18 London Bridge £250 + VAT SPECIAL  OFFER
7th Sep 18 London Bridge £295 + VAT SPECIAL  OFFER
25th Sep 18 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 role of web copy in an integrated online strategy

    Listening and strategy
    • Buzz monitoring, web analytics, sentiment analysis
    • Understanding your audience
    • Formulating a digital engagement strategy that works
    • Commissioning and editing the right content for your readers
    • How to work a brand tone of voice online

    Tailoring content for mobile consumption
    • How tablets and smartphones are refining web-writing strategies

    Social and multimedia
    • The role of blogs on websites
    • Using multimedia to compliment your copy
    • Sharing and promoting content through social media
  • Style Guides
    • Giving your Style Guide a healthcheck

    Techniques for writing online copy
    • Techniques to produce targeted, relevant copy
    • Creating engaging and useable heads, intros and instructions
    • Making effective use of links
    • Signposting your copy
    • Self-contained copy units
    • Evergreening copy

    • Structuring content in creative ways that improve usability and boost SEO

    Repurposing copy
    • Re-purposing existing offline copy
    • Practical examples of how to take existing offline copy and turn it into accessible online copy that works
    • Monitoring your site for shovelware syndrome

    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,


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.

29th Sep

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

11th Feb

Detailed and precise teaching tailored to my needs. Perfect.

London Marathon
9th Dec

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

London Marathon
9th Dec

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

London Marathon Limited
18th Nov

I enjoyed the 'Hands on' parts.

22nd Apr

Fantastic Course.