If you have to write text for websites or intranets, but lack the craft and the
confidence, this is the course for you. It will give you the skills to write
content that is clear, attractive and successful.
The course begins by looking at why writing for the web differs from other forms
of writing. This will help you to understand the needs of your site visitors. Most
of them want instant information, so it is important to know how to write in a way
that involves them from the start and gets your messages across.
Through practical exercises, your tutor will show you how to create focused,
user-friendly web content and how to adapt text written for print publication
so that it works on screen. You will also learn how to optimise your content
for search engines and so improve your position in search results.
Your course manual - the Desktop Guide to Writing for the Web - will become a useful
reference book when you return to the office. It covers all the topics in detail and
includes quick-reference sections and helpful checklists. You will also receive a year
of further support from your tutor, to give you additional help and advice.
Please note that this course does not cover the technical aspects of designing and
running websites and intranets - but it does show you how to write them well.
The details
Summary
1 day
9.30 am–5.00 pm
Small groups
Certificates
A year of free support
£395.00 + VAT
A 20% discount is available to charities and local authorities
"The course has helped me to write more effectively for my target audience. The exercises and group discussions were particularly useful."
Isabel Foblets
Website Editor
Eurostar
Locations and dates
Course programme
Morning session
Introduction
What makes a good website?
Barriers to effective online communication
Why website users are impatient
Keeping users interested
Planning
The importance of planning
Being clear about why you are writing
Thinking about your users and what they want to know
Structuring
Key principles
How to structure material for a website or intranet
The differences between reading on screen and reading print
Using links, summaries and attachments
Four structures that work on a website or intranet
Writing powerful headlines
Why headlines matter
What makes a good headline?
Headline-writing techniques
Making a strong start
Grabbing the reader's attention and encouraging them to read on
Getting the style right
The global audience for websites
Finding the best tone
Tips for effective writing
Exercises and feedback
Afternoon session
Choosing the best words
Making words work for you
Guidelines for choosing words
Keywords and search engine optimisation
The importance of keywords
How search engines work
Using keyword tools
Keyword relevance and density
Keyword proximity and order
Creating effective crosslinks
Making sense
How to avoid ambiguity
Avoiding the inappropriate
Keeping clichés, jargon and sexism out of your writing
Improving clarity
Ensuring your text is clear and easy to read
Presentation
Why short paragraphs are best
Using headings and bullet points effectively
Consistency
Why consistency matters
The value of a style guide
The main consistency issues
User testing
The value of testing your site on a group of intended users
The pros and cons of paying a specialist or doing it yourself
Summary
