Writing for the Web and Social Media

• Concise and direct writing
• Focusing on clarity, brevity and plain English
• How people read on the web
• Audience profiling and meeting the readers’ needs
• Lessons from the worlds of journalism and PR
• Editing and rearranging existing copy for the web
• Adjusting brand style and tone of voice for the web
• Readability and how to make copy accessible

Online writing style

• Helping readers/users scan text
• Writing shareable headlines
• Headlines that work out of context
• The inverted pyramid structure
• Creating useful subheadings
• Using punctuation on the web
• Writing better emails
• Lists, bullet points and numbering

Writing for websites

• Navigation, hyperlinks, buttons and calls to action
• Purposeful captions and image ‘tags’
• Editing for mobile devices
• Layout, fonts, styles and sizes
• Writing for landing pages
• Frequently asked question pages

Search engine optimisation

• SEO copywriting techniques
• Selecting and using the right keywords
• Making Google love your copy
• Maintaining brand style while writing for search engines

Writing for Social Media

• Writing shareable stories
• Style and formats
• Curating and adapting content
• Conversational writing
• Social media success factors and what to avoid