Search engine marketing and optimisation. Learn search engine marketing strategies that work.

This web writing course is suitable for business owners, web content writers, marketers, administration staff and anyone else who needs to write web content for business. It provides you with the skills and proven techniques in writing for the web to attract your target audience, engage them with your words and prompt them to take the action you desire. You will also learn how to write Search Engine Optimised (SEO) copy.

The day includes lots of practical workshop exercises, real world examples and a healthy dose of discussion about your needs and objectives.

Outcomes

By the end of this course, you should be able to:

• write web copy that grabs the attention and engages busy readers from start to end
• construct web content that’s easy for web audiences to absorb
• speak to your web audiences in the most effective ways
• persuade your audiences to take action, eg contact, download, buy, etc
• structure logical content navigation paths
• make best use of headlines, subheads, bullets and hyperlinks
• understand how to rank higher on search engines
• write search engine friendly (SEO) content so they are found on Google
• turn print documents and articles into web-friendly content
• produce email newsletters, blogs and digital marketing pieces that work
• use your skills for a wide variety of web writing needs.

Content

How people read on the web today

• Latest testing, research and statistics

How to engage your online audience

• Understand your audience – who they are, creating personas
• How to turn jargon into reader-friendly messages
• Building relationships and with different audience segments
• Creating the right tone of voice
• Features vs benefit/problem-solving writing
• What makes effective or ineffective web pages and copy
• Developing ideas and web content of interest to your online readers

SEO: How to get Google to love your web content

• Learn what influences search rankings today
• Keyword research made easy
• The simple, effective way to develop an SEO content strategy
• How to write SEO-friendly content your audience will love too

Structuring and writing effective web content

• Writing headlines, subheads, body copy, bullet points and hyperlinks – and where to use them in copy and other content
• Pro copywriting tips – opening sentences that hook the reader, power words and more
• Stories, statistics and other effective ways to convey your message
• Techniques to help drive action e.g. enquiries, sales, downloads, sign ups
• Images and infographics – best practices, when to use them
• Web-friendly PDF’s – and when to use them
• Handy tools for web writers

Email writing tips

• Email newsletter and marketing best practices
• Types of content that work well in e-newsletters/EDMs
• Powerful subject lines and pre-headers

Intended audience

Suitable for business owners, web content writers, marketers, administration staff and anyone else who needs to write web content for business purposes.

Delivery modes

• Face-to-face, presenter-taught workshop
• Online workshop via the platform Zoom

Delivery style

Delivery of this course is by lecture, group activities and individual exercises. In this way, you will learn key concepts and their immediate application into your workspace.

Materials

A course booklet is distributed digitally.

Additional information

Please bring a laptop to class in order to access course learning materials.