Online Copywriting - Advanced Training


Tone of voice, concision & psychology – those are our main topics in this in-depth sequel 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

Tools to help ensure that your copy is structured in a way that is relevant to your audience

Page types

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


Insights that can help you to create more effective copy based on personality type, cognitive biases and emotions

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


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:

  • Develop a tone of voice for your organisation
  • Structure your content in ways that support your audience
  • Make copy more concise
  • Create impactful copy using psychological insights

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 lots of exercises to help you to develop super-confidence in the process!


A step-by-step process to help you make your content more concise.  We know that concision is a top priority for many organisations, so we have lots of in-depth exercises.

Structuring content

You will learn how to re-structure a significant piece of content.  We’ll also discuss how to exploit these principles:

Structuring strategies

Information need types

Page types

Best practices and exercises for: product/service pages (B2C and B2B), FAQs and instructional text


Tools to help you improve your copy using a knowledge of: personality types, cognitive biases and emotional content.

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.

For more information, please get in touch with the team at or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630. 

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, Creative Thinking for Digital Marketers, Lean UX and Agile Design, Masterclass: Customer Experience (CX) (3-days), Online Copywriting, Online Copywriting - Advanced, Psychology for Digital Marketing