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Tone of voice, concision and how to structure content – that’s our main focus in the follow-up to our bestselling ‘Online Copywriting’ course.


Our advanced 1-day workshop offers lots of practical advice and hands-on exercises on the following critical issues:

Tone of voice 

Step-by-step guidance on how to define and communicate a tone of voice that enhances your organisation’s brand


Step-by-step advice on how to make your copy more concise, whilst still ensuring that it offers enough detail for your audience

Structuring your content

Ensuring that information is structured and presented to your audience in a logical way

Page types

Best practice advice for writing product/service pages (B2C and B2B), FAQs and instructional text

Course Requirements: We recommend that participants bring a laptop (or tablet) to support the re-write exercises.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

Anyone involved in online copy would benefit from this course – particularly if you’re responsible for your organisation’s tone of voice and/or want to make your copy more concise.

Note: during the course, we assume that you are familiar with all the best practices and research covered in our online copywriting course.

How will I benefit?

After attending our ‘Online Copywriting – Advanced’ training course, you'll be able to immediately take the following actions:

Tone of voice

Develop and communicate a tone for your organisation that enhances the brand


Make your content more concise by following our step-by-step process 

Structuring content

Review the structure of your content and identify improvements

Page types

Evaluate your core pages against best practice guidelines

What will I learn?

Sharpen your online copywriting skills with our 1-day workshops. Some of the topics we’ll cover include:

Tone of voice

Step-by-step process to develop and communicate your organisation’s own tone of voice.  You’ll engage in lots of exercises to ensure that you are as confident in the process and your new knowledge as possible!


A step-by-step process to help you make your content more concise.  We know that lots of people come to this workshop with concision as a top priority, so we ensure that we spend plenty of time on it.

Structuring content

In-depth exercises will show how to approach a piece of content and assess whether it has been structured appropriately. You’ll also learn how to exploit these principles:

  • Structuring strategies
  • Information need types

Page types

Quick tips for writing product/service pages (B2C and B2B), FAQs and instructional text

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or +44 (0)207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.



Tim Fidgeon

Author, Trainer and Independent Consultant

Tim 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. 

He has recently worked with: Coca-Cola, Sony, Vodafone and General Motors. 

His articles on digital marketing and user experience have been published by:

.net magazine

New Media Knowledge

Usability News

Web Standards Group

Tutor for: Content Strategy, Editorial Planning & Content Calendars, Fast Track Digital for Creatives, Intensive: Mastering Customer Experiences, Lean UX and Agile Design, Mobile UX (User Experience) & Marketing, Online Copywriting, Online Copywriting - Advanced, Psychology for Digital Marketing