Write effective, easy-to-read, engaging copy for your online readers. Discover ways to edit and structure that will make your readers want to scroll and click.
What Will I Learn?
People read online vs print
Engage skimming readers
Structural formats
SEO copywriting
Practical exercises
Free digital course assets
Free post-course helpdesk support
Section one
People read 25% slower online than in print, so what does this mean for writers?
• Introduction to how people read online versus in print, with discussion of how this affects page layouts, copy lengths and sentence constructions
• Introduction to writing techniques and visual signposting to engage skimming readers and keep them scrolling
• Front-loading copy exercise
• Feedback session, sharing and comparing ideas.
Section two
• Examples of useful structural formats for short-form and long-form copy
• Ideas to help writers ‘chunk’ copy so readers can navigate with ease, even when writing about complex subjects at length
• Delegate discussion on their editorial strategies and what mix of copy is appropriate to their target audience
• Re-purposing ‘long-form’ copy exercise
• Feedback session, sharing and comparing ideas
Section three:
How do you drive traffic to your website and/or engage readers so they click and scroll?
• Brief introduction to using key words and SEO, working with strict character counts including ‘mobile friendly’ versions
• Demonstration and discussion of good practice and bad practice examples of meta titles and blurbs
• Ideas for driving traffic to ‘Evergreen’ pieces through topical or enticing teaser copy
• Exercise in optimising copy and hooking readers
• Feedback session, sharing and comparing ideas
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