Writing for the Web
Course Type
Private
: | This outline is available as a private course. Please contact us to arrange this course at a venue and date of your choice. |
Private courses can be held at your site or one of our training venues, and can be customised to fit your requirements.
You can choose to have a private course based on an existing outline or you can choose the most applicable lessons from a number of different outlines and consolidate them into one course.
We can also write bespoke courses to fit your specific requirements, whether you require training on a standard application or a bespoke inhouse system.
Please contact us to discuss this further on 0191 377 8377.
You can choose to have a private course based on an existing outline or you can choose the most applicable lessons from a number of different outlines and consolidate them into one course.
We can also write bespoke courses to fit your specific requirements, whether you require training on a standard application or a bespoke inhouse system.
Please contact us to discuss this further on 0191 377 8377.
Course Overview
This course is designed for those who will be writing or editing textual content for websites or other digital media (email, e-newsletters, blogs).
Prerequisites
- There are no pre-requisites for attendance on this course.
Objectives
- Explain why online writing differs from writing for printed documents
- Use writing techniques for websites, blogs and emails that have been developed to reflect online reading styles and will increase understanding amongst their readers
- Take account of the specific needs of lower literacy readers in their writing
- Understand the fundamental principles of search engine optimization and be able to write with the aim of improving search engine rankings.
- Explain how search engines use information from 3 vital sources other than the main text on the page - TITLE, DESCRIPTION and ALT tags - and be able to write content for these tags.
- Create search engine friendly hyperlinks in their writing.
- Be able to research the popularity of different words amongst search engine users using free software tools
- Understand why using popular, "old" words can make a big difference to how often their content is read.
- Design an e-newsletter that grabs the reader's attention. Write compelling online ads in paid search systems such as Google Adwords.
- Design an e-newsletter that grabs the reader's attention. Write compelling online ads in paid search systems such as Google Adwords.
Delegates will be able to:
Related Courses
Course Content
Key topics
- An explanation of how online readers interact with a web page, how long they are likely to spend reading, and why you must always make your key messages very prominent.
A review of printed and online writing styles including "The Pyramid", "The Inverted Pyramid", "Bulleted Lists", "Sentences v. Fragments".
A discussion of the motives of online readers v. offline readers, why one is author driven, the other reader driven.
A review of the reading styles of low literacy users, who may constitute up to 40% of your audience online, and why you should give them special consideration.
A review of how search engines work, how much of your website they're likely to read, and how they decide which web pages to show for any given search query.
How to check whether the search engine has actually read any page on your website, and what to do if it hasn't.
Case studies of website pages that are well optimized for search engine performance, and a checklist for assessing whether your own website pages are optimized.
About the trainer
- Our trainer is an award-winning, online marketing expert who has been coaching, training and providing hands-on assistance to clients in internet marketing topics since 2003.
Our trainer is a Member of the Institute of Direct Marketing (MIDM), holds their Digital Marketing (Cert.Dig.M) qualification, and has a broad understanding of all aspects of seeking out and engaging with customers online. Recently his specialization has been in search engine marketing where he has advised clients on all aspects of finding, converting and retaining clients using search engines. He won the "Best Search Marketing Campaign" category at the 2008 North East Digital Awards, sponsored by regional development agency, ONE North East.
Training Options
- Private course at your company office throughout the UK, at one of our training venues (Durham, Newcastle or Washington) or at an independent location, convenient to you
- Bespoke course written to your specific needs, at your company office throughout the UK, at our training venue or at an independent location, convenient to you
- For further information please contact us on 0191 377 8377
What's Included
- Relaxed refreshment area at our training venues
- Lunch and refreshments when training is delivered at our training venue
- Comprehensive course manual and exercises
How to write the training courses, Durham, Washington, Newcastle, North East
Accessibility: 
Enquire Online 
Special Offers 
| Join us on Facebook or
| 
FAQs