Training
Advanced web writing
This course is a unique opportunity for more experienced web writers and editors to develop and review their skills.
It focuses more on you individually – what your role is, the type of web writing you're doing and how you're getting on. It's normally limited to six people to ensure plenty of one-to-one attention and group work.
Before the course
We will ask you to complete a questionnaire to tell us about yourself and what aspects of web writing you wish to focus on.
If you would like to, please send in advance samples of your own writing – or writing that is typical of your website or intranet. Diana Railton will study these and discuss them with you, while highlighting areas to benefit the group as a whole.
Strong web writing often stems from editorial analysis, and awareness of good and bad practice. There will be plenty of exercises on this and time for you to work on your own material.
The course will include
- how the web differs from other communication media
- developing personas that work
- writing one to one – relationship writing
- the results of eyetracking surveys
- defining the right tone of voice / verbal branding
- the main types of web content
- linguistic techniques for reducing cognitive load
- adapting material written for other channels
Depending on individual interests, we can also look at
- blog writing and social media
- persuasion architecture
- global communication
- multimedia storytelling
- style guides and editorial checklists
- readability testing
- search engine optimisation and metrics
Available in-house as a one-day or two-day course
See also: Web writing and editing
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