About the course
Unsurprisingly, studies have found that web pages following online copywriting best practice guidelines perform better than those that don't. This practical, hands-on course will guide you through best practice techniques that will help your online content to communicate, persuade and sell more effectively.
Research shows that using these techniques can improve your web pages' performance - measured by task time, memorability and user satisfaction - by over 100%.
Our 1-day course starts by discussing research on how people read online and what this means for the way we should write online content. We then present lots of best practice online copywriting techniques that will help you write pages that communicate, persuade and sell more effectively. Throughout the day, we use re-write exercises (and real-life examples) to demonstrate how best practice can be practically applied.
You will also be actively encouraged to think about - and ask the trainer - how any best practice techniques might be applied to your own website.
Bonus topics include copywriting for: search engines (SEO and PPC), accessibility, social media and mobile devices. At the end of the day, we wrap everything up by discussing ways to effectively manage a team of copywriters (including getting a consistent tone of voice) and how to build a Content Strategy.
Who should attend?
Ideal for anyone involved with a website's content - including business owners, marketing & website managers, project managers, copywriters and content editors. We are also proud to have helped offline copywriters make the move online.
How will I benefit?
After attending our online copywriting training course, you'll be able to:
- Sell good online copywriting internally within your organisation
- Evaluate the quality of your (and other people's) online copywriting against best practice
- Write great online content that communicates, persuades and sells as effectively as possible
- Optimise online content for search engines(SEO and PPC), email, accessibility, social media and mobile
- Communicate your organisation's guidelines on best practice and tone of voice
- Train online copywriters in your organisation's best practice and tone of voice
- Manage an online copywriting team effectively
- Plan a strategy for your online content
What will I learn?
Loads of best practice, re-write exercises and real-world examples make this course essential for anyone interested in optimising their online copy. Some of the topics we cover include:
- User behaviours
Facts and figures on user behaviours that directly impact how people consume online content - and advice on what we can do about them, including:
- Attention span
It's scary, but the research tells us that people have very limited attention spans online. Lots of page visits are very short, and users are very quick to jump to conclusions about your site's content and quality. We'll present the data and also let you know how you can encourage users to stay on your site.
Everyone seems to agree that people don't scroll much - but where's the evidence? We present the research and offer practical advice.
- Viewing & reading patterns
Studies have shown us how people tend to consume web pages. Find out what this means for how your online content should be written.
What mind-set do we need to have when evaluating and writing online content? We offer a couple of innovative perspectives that will help you keep best practice at the front of your mind.
- Audience, goals & context
Specific understanding of who your are writing for, why you are writing for them and the context within which your content will be read - these issues are critical to great online copywriting. We'll discuss helpful and practical ways that online copywriters can think about these issues.
- Writing best practices for online
We'll cover everything you need to know about how online copywriting best practice can help your web pages communicate, persuade and sell more effectively. Also, there are loads of re-write exercises and real-world examples to help illustrate and demonstrate the principles. Topics we cover include:
- Bold & lists
- Vocabulary, sentences & paragraphs
- Providing the correct information
- Active voice
- Page summary
- Information scent
- Bonus topics
It's not only about making sure website content communicates and sells - there are other things to worry about as well! That's why we also cover online copywriting best practice for:
- Search engines
- Social media
- Mobile devices
- Managing a team
Helpful advice on how to make sure that your team have a shared and accurate understanding of your organisation's guidelines best practice and tone of voice. We also talk about ways you can support your team to help them apply these guidelines consistently and excellently.
- Content Strategy
What is a content strategy? Do I need one? And if I do, how do I get one?! We'll present the current industry-thinking on these questions and help you to figure out how they apply to your organisation.
Author, Trainer and Independent ConsultantTim Fidgeon is one of the UK’s leading digital trainers and consultants. He holds an MSc in Human-Computer Interaction and has been helping organisations develop market-leading digital strategies, experiences and content since the late 90s. After leading the User Experience teams for several large digital agencies, he is now a freelance trainer and consultant.
; 0207 269 1470
If you're responsible for developing a strategy for your content, our Digital Content Strategy course will guide you through a bespoke seven step process for developing a successful approach: generating content types, guidelines and editorial plans to support it.