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Writing for Online Audiences

Next session

5 & 12 November 2025

Price

£360 + VAT

A number of discounts are available

Your company or organisation’s website is its shop window. Everyone has a website, but few people stop to think about it and spend time window-dressing. This course will help you to apply the latest theory and best practice to your website writing.

People read and behave differently online than in print or other media. There are particular rules and methods that you need to follow and apply if you want to keep visitors returning and ensure that your site is as attractive and sticky as it can be.

On the course, you will learn how to design readable, useful and discoverable web content that enables users to complete their tasks quickly and painlessly, providing them with an excellent user experience.

Who is it for?

  • Content designers and anyone who creates or has responsibility for web content
  • agents
  • authors
  • bloggers
  • content editors
  • copywriters
  • marketers
  • publicists
  • UX designers
  • web editors
  • web managers

Programme

Day 1

  • Content design principles and why they matter
  • Understanding how people read online
  • How writing for the web is different from writing for other media
  • Planning online content
  • Structuring online content to keep the attention of your audience
  • Boosting readability and scannability

    What will you achieve?

    On completing this course you will be able to:

    • exploit how people read on the web to write content people can act on
    • use plain English techniques to write more active, clear and concise copy
    • organise, structure and design content for online readers
    • write web content that is shareable across social media and easy to find on search engines
    • develop a site that reaches readers before they reach for the back button.

    Day 2

    • Writing clear and persuasive summaries, links and calls to action
    • Building trust online
    • Creating accessible online content
    • Writing to be found: designing search-engine optimised content

    Course format

    • Virtual classroom
    • 9.00am to 12.30pm 
    • 6 x 1-hour sessions including breaks, comprising 2 x ½-day sessions 1 week apart

    Date information for future sessions

    November 2025

    • Dates: 5 & 12 November 2025
    • Times: Each session will run from 9.00am to 12.30pm

    What you will need

    You will need access to a computer or laptop with a camera and microphone and with Microsoft Word and either Adobe Acrobat Reader DC (which is free) or Adobe Acrobat Professional installed. Please check that you have the latest version of Adobe Acrobat Reader.

    To join the course, you will need to activate a Zoom account. This takes 2 minutes and does not require any payment. It is purely for administrative purposes.