web writing skills
Duration: 1 Day
This introductory course looks at how people actually read copy online and how you need to prepare, write and edit your copy to meet that reality.
The course is editorial rather than technical in emphasis and will cover the principles and techniques involved in getting text right for an online environment. You are encouraged to bring in examples of your own work in order to put together your own strategy for writing online copy that works
Course Outline
- The challenge of writing copy for the Web
- The research and statistics of reading online
- The difference between online and offline reading
- Planning anonline strategy
- Defining the target audience
- Knowing your reader
- Adopting a writing style
- Fundamental concepts of web writing
- Strategies for creating compelling copy
- Inverted pyramids
- Headline writing that captures readers
- Using subheads to develop the story
- How to minimise word count effectively
- Sentence and paragraph structure
- using box outs
- Grammatical rules for the Web
- Non-linear formats
- Translating print copy to Web copy
- Re-purposing existing print copy
- Working examples of how to translate print copy into succesful online copy
- Advanced English skills relevant to Web writing
- What and how much to delete from your copy
- Techniques for economising words without losing meaning
- Testing your copy for fundamental pitfalls