Course Title:

Writing for the Web

Duration:

1 day

Prerequisites:

No particular technical knowledge is required

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Objectives:

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

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

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INTRODUCTION

Reading online - the user experience
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

STYLE GUIDES

Developing and implementing editorial content style guides

PRINCIPLES OF WEB WRITING

Techniques to produce targeted, relevant copy
Inverted pyramids
Heads and sells
Signposting your copy
Chunking down copy
Sentence and paragraph structure
Self-contained copy units
Evergreening copy
Non-linear formats

EDITORIAL FORMATS

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
Proof reading

Questions and answers

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