The Web is a fantastic marketing tool. It's cheap, flexible and virtually ubiquitous.

But it's not a dumping ground for any old content.

Online readers do not want to trawl through pages of copy. They expect to find the information they need easily and quickly. That means clear, succinct copy. Quite simply, the Web demands the best copywriting.

That's why Writing Machine is providing you with the opportunity to develop and enhance your online writing skills with our new training course: Writing for the Web.

This one-day workshop combines theory with practical computer-assisted sessions to provide you with a range of copywriting techniques and tools to draw readers to your Website.

And to keep them there.

 

Course Content

Creating Web copy that does its job

Do you know the function of every Web page on your Website or every article in your E-newsletter? We will put the purpose back into Web writing with a look at the fundamentals underpinning all effective copy.

Optimising your Web copy for search engines

Readers don't just stumble on Websites. They have to be driven there. We will show you how to adapt your writing to ensure that search engines pick up and prioritise your content.

Capturing the online reader in your Web

You may be getting hits to your Website. But are your readers actually absorbing any of the information you give them? We will explore the theory behind effective writing for the Web.

Crafting headings and links

Online readers don't read thoroughly. They scan. That means you have to make your messages jump out of the page. We will address how to write headings and links with real impact, as well as how to exploit many other writing devices.

Cutting the waffle

You've got just seconds to grab your reader. You need to get straight to the point. We will pass on the Writing Machine techniques for crafting succinct, logical Web copy.

Adding flow to copy

Getting straight to the point is crucial. But it doesn't always leave you with the most pleasing copy. We will provide you with our tips and tricks to lead the reader through short, snappy text.

Losing your writing inhibitions

Ignore what your English teacher taught you. Get ready to break some grammatical rules. We will show you how breaking with convention (and knowing when not to) can enable you to spice up even the dullest copy.