Overview
Good website copy will play an important role in attracting readers to your site. It also has the potential to persuade, engage, inform and entertain your audience. In this hands-on workshop, you’ll have the opportunity to take your web-writing skills beyond the basics and ensure that your copy is both compelling for readers and optimised for search.
There will always be a combination of art and science in effective web copy. On the one hand, you need to ensure that you understand your audience, address their aspirations and concerns and write in an appropriate tone of voice. On the other, you’re working to meet the demands of algorithms that decide on the relevance of your content. Whether you’re originating copy from scratch or using AI to support you, you’ll learn how to find an appropriate balance.
Who should attend?
Anyone who writes for the web can benefit from the practical exercises on this course. You are likely to be a marketer or communications professional who has already built up some experience and is looking to enhance their skills.
Learning outcomes
- Understand challenges posed by different types of web content
- Explore the latest thinking from Google and other experts on SEO
- Experiment with creating effective header tags
- Learn the importance of personas in profiling
- Find out how good copywriters adapt tone of voice
- Consider the most effective and appropriate use of AI
- Gain confidence in your writing though practical and collaborative exercises
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