Writing for the Web
Overview
This 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.
Course Content
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
Course Fee: £325 + VAT
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