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  Copywriting for the web

One day in-company training course

A highly practical workshop exploring key elements of writing persuasive copy online, across a variety of formats including websites, banner ads, emails and support material.

Participants are asked to bring examples of their own work with them, and prepare a "brief" for a written piece that they can work on during the practical sessions (eg this could be for a emailshot, website, sales document…).

The trainer will provide constructive feedback of the participants' writing abilities, based on their examples and the practical exercises completed throughout the day.

Outline

Fundamentals
  • Why write? Opportunities to persuade with the written word
  • The three languages: text; numbers; visuals
  • Different formats available: ads, media packs, emailshots, website content
  • How users view - and filter - online content
  • The particular qualities of written communication
  • Important guidelines for the writer
Preparation
  • The reader or audience perspective
  • Clearly defining your objectives
  • Planning your message: content, structure, sequence, style…
Doing it: Analysis of examples

Clarity in writing
  • Words and language; sentences and paragraphs
  • Writing styles – identifying a distinctive tone of voice
  • Keywords and site optimisation
  • Key Do’s and Don’ts
Writing to persuade
  • The IDEA format - targeted impact and creative flexibility
  • Planning your content; doing the research
  • Facts and figures: getting the most out of data and research
Doing it: Delegates are asked to complete a written exercise, based on their preparatory work, for analysis and review by the trainer and the group as a whole.
 

For more information on how we can help you organise your course, please contact us.

 

About us

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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 00 44 (0)1428 722105 to see how we can help you and your staff.  Read more...

Training Consultants

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Learn direct from the best in the industry.  Our consultants, trainers and writing specialists are all experts in their field, and work with Europe's leading media owners, publishers and content providers to improve skills, efficiency and creativity.  Read more...

Contact us

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Please let us know if you want to learn more about our e-learning or tailored in-company training.

You can email us or call on 00 44 (0)1428 722105 to discuss your needs in more detail.

Affiliates & partners

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ETC is pleased to work with and recommend a growing number of carefully selected partners.  Meet our partners here...

Creating content

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We have a large pool of expert talent available to create high quality content for your print or digital projects.

Our award-winning writers can help you create web content, online communication or persuasive marketing copy.  Read more...

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