Customer Service or Enrol: 0800 282 353 or +44 1372 364610
 

Writing for the Web: Skills for Reaching an Online Audience

Course: 221   Type: Hands-On   Duration: 2 Days
Quick Enrol  

You Will Learn How To

  • Create Web content that serves business and audience needs
  • Cultivate a writing voice and style that serve both reader and stakeholder needs
  • Identify Web reader needs and challenges
  • Summarise content for improved clarity and scanning
  • Write organised content using effective headings, paragraphs and segments
  • Satisfy Web accessibility and Section 508 guidelines to broaden audience usability

Course Benefits
In this intensive course, you develop and sharpen skills to create compelling Web content for attracting visitors and providing value. Content writers and developers learn how to write for the unique online environment, including optimising content for search engines and organising information flow.

Who Should Attend
This course is valuable for anyone creating, revising or maintaining online content, including Web content writers, content managers and editors, programmers, online help writers, Webmasters, business analysts and administrators, site designers and marketing teams.

Hands-on Training
Hands-on exercises provide practical Web writing experience and include:
  • Designing content flow using MindManager software
  • Tailoring your writing to different audiences and needs
  • Identifying the characteristics and criteria of a good site
  • Writing like an editor to focus the message
  • Writing meta tags and links for improved search visibility and ranking
  • Transforming existing printed material into Web content
  • Capitalising on tools to improve W3C and 508 accessibility compliance

Course Content
Introduction
  • Defining the five Ws of Web content
  • Connecting good and bad Web site characteristics to the writer responsibilities
Organising Your Approach
Integrating business and Web reader needs
  • Crafting content to support the organisation's purpose
  • Capturing and focusing the reader's attention
  • Delivering value for information, service and product sites
  • Building credibility with quality writing
  • Identifying elements of a high-impact Web site
Adopting the S.M.A.R.T. criteria for Web pages
  • Developing effective content
  • Organising and structuring reader-centric content
  • Constructing a powerful message
Identifying the Challenges of Web Writing
Reading and writing in the online environment
  • Identifying and writing for your audience
  • Applying the inverted pyramid principle
  • Technical realities of the Web environment
Applying a Web writing process
  • Expanding on the traditional writing process
  • Maintaining the site
  • Differentiating between programmer, designer and writer roles
Writing Content for an Effective Site
Creating pages that serve the audience
  • Match the need to the style
  • Mixing design and words appropriately
Structuring for clarity and flow
  • Organisational techniques for cohesion
  • Brainstorming with Mind Mapping methodologies
Structuring a site for readability
  • Formatting text layout to support reader processing
  • Shaping reader perception with appropriate aesthetics
  • Creating clarity throughout a site
Presenting a Targeted Message
Crafting a powerful message
  • The critical four Cs
  • The optional fifth C
  • Minimising words without losing the message
  • Sequencing words and phrases
Applying consistency across Web pages
  • Demystifying the interactions of HTML, JavaScript and CSS
  • Grammar and punctuation considerations
  • Making an impact with fonts and colours
Cultivating an appropriate writing voice
  • Comparing and contrasting writing styles
  • Matching the style to the audience
  • Avoiding words, phrases and writing techniques that slow readers down
  • Writing with less hype and more value
  • Covering a topic to the correct depth and breadth
Focusing on Reader and Business Needs
Drafting key HTML text
  • Creating title tags that serve three purposes
  • Adding text to graphics to support searching and text readers
  • Sorting through meta tags
Writing for search engine optimisation
  • Spiders, robots and Googlebots
  • Increasing traffic to your site
  • Ranking and visibility
Enhancing Usability and Access
  • Distinguishing between usability and accessibility
  • Applying W3C and 508 accessibility guidelines to content
  • Identifying writing techniques that target accessibility
  • Deciding if compliance initiatives apply to your business
The PMI R.E.P. logo is a registered mark of the Project Management Institute, Inc.
  

request more info Salutation*:

First Name*:

Last Name*:

Job Title:

Company*:

Post Code*:

Country*:
   Codes
Office Telephone*:

Extension:

E-mail*:

* Required

A Learning Tree representative will contact you to follow up your request for information.

Save 55%
Writing for the Web
Course Schedule
7 - 8 Jul, 2008
London
29 - 30 Sep, 2008
London
8 - 9 Dec, 2008
London
2 - 3 Mar, 2009
London

Course participants writing Web content.

£ 1,095 - Standard Tuition
Savings Plans
£ 540 - 10-Day Training Pass
£ 995 - Flex-Training Passport
£ 800 - Short Course Vouchers
£ 985 - Alumni Gold Tuition

 
PMI 11 PDU
 
Customer Service or Enrol: 0800 282 353 or +44 1372 364610