Training Courses

Writing for the Web : Introduction

  88 reviews

One Day Course


This introductory course looks at how people actually read copy online and how you need to prepare, write and edit your copy to meet that reality.

The course is editorial rather than technical in emphasis and will cover the principles and techniques involved in getting text right for an online environment.

You are encouraged to bring in examples of your own work in order to put together your own strategy for writing online copy that works. You need no previous web writing experience to attend our Writing for the Web course.

Public Course Dates & Pricing

Course DatesLocationPriceStatus

  • Public Courses

    Small class sizes so you get the maximum amount of trainer time possible. You attend with delegates from other companies.

    A great, cost efficient way to learn, discounts are also available for group bookings.


    Discount Info
  • Private Courses

    One to one tuition or a private group with just your colleagues. Your choice of duration, content and location. We can train at one of our centres or onsite with you wherever you are located.

    We offer a free consultation service to help work out every detail and build the perfect course for you.

    From £545 + VAT

    Free Consultation

Course Outline

  • Introduction
    • How visitors read online and how they scan a page
    • The difference between writing for the web and writing offline copy
    • Putting together a strategy for writing web copy that works

    Knowing your users
    • Who uses your website?
    • Developing the right tone of voice on the web

    Style guides
    • Developing and implementing editorial content style guides

    Principles of web writing
    • Techniques to produce targeted, relevant copy
    • Inverted pyramids
    • Using heads and sells in web copy
    • Sentence and paragraph structure
    • Signposting your copy
    • Chunking down copy
    • Self-contained copy units
    • Evergreening online copy
    • Non-linear formats
  • Editorial styles and formats
    • Developing editorial style guides
    • Creating attention-grabbing structures to standardise and simplify your content

    The art of webifying
    • Re-purposing or webifying existing offline copy
    • Practical examples of how to take existing offline copy and turn it into accessible online copy that works

    Attracting and retaining readers
    • Using keywords
    • Using links and site structure to maximise page visits

    Language skills
    • Reducing errors and inconsistencies when writing for the web
    • Practical exercises designed to improve your ability to write clear, concise, user-friendly, brand-focused copy
    • Proofreading online copy

    Questions and answers
Experience + Flexibility

We know training inside out. We can advise you on all the options to make sure you get the best possible course.

Tell us you need to cancel 5 working days before your course and there’s no charge. Great for your peace of mind.

Our trainers bring their years of industry experience into the classroom. You'll leave confident and prepared.

The smallest class size in the industry. More one on one time with the trainer and a less intimidating group size.

Tell us which you use and it'll be booted up and waiting with the latest software when you arrive.

We provide a lovely onsite lunch so you can relax. We can cater for any dietary requirement with no fuss.

Comfort + Location
Reputation + Feedback

Our Clients

We've worked very hard over the last 20 years to grow our business through personal recommendations.

When you attend a course we ask you to tell us how it went. We use your feedback to help us improve our courses.

We publish all our customer satisfaction stats live on our site (good or bad) because we want everyone to know just how highly you rate us every day, every week and every year.

We know that choosing the best course can be difficult, maybe the thoughts of the 8205 other clients we've asked will give you the inspiration to join us too.

The most recent comments from attendees of our courses are shown below. We reckon they will give you a pretty good indication of how they think we perform.

  Client Ratings

Attendees surveyed8205
  Trainer Knowledge9.8 / 10
  Trainer Materials9.6 / 10
  Trainer Preparation9.8 / 10
  Overall Trainer Score9.7 / 10
  Centre Lunch9.6 / 10
  Centre Staff9.9 / 10
  Overall Centre Score9.7 / 10
  Overall Experience9.6 / 10
  % Who Would Recommend Us99.7%

  Recent Feedback

"Course was well-delivered and well-paced"

"everything but especially giving time for questions and discussions slightly outside of the planned training but still keeping to time. "

"Clear, relevant information presented in an interesting way. Class was a good size and the subject enjoyable. The staff was very hospitable."

"It was the perfect balance of theory and practice. I found it really useful and interesting."

"Piers was very knowledgeable, spoke with authority and gave useful feedback following the exercises we took part in."

"The course gave a varied and informative introduction to writing for the web. It was particularly good at focusing on the importance of the headline and target audience. "

"Really well organised course, great facilities. I will be back for more!"

"Really well organised, perfect number of breaks!"

"I felt very comfortable and relaxed. The course was really easy to follow. "

"Clear and simple points to improve my writing skills. I think it would be great to do the second part of a course further down the line. "

"Fantastic facilities - the lunch was beautiful! Nice small classrooms makes it feel more personal and tailored and you don't get lost. I liked that Piers asked questions and checked that we were okay. The course had the right balance of theory and practical. Would definitely recommend."

"Pool table, refreshments, friendly staff"

"Open atmosphere in the classroom was helpful."

"Good empathy with group and different aspects of work."

"A great course, really informative - will be very useful for my work. Thank you."

"clear guidance with practical examples"

"Everything was great. No complaints from me. I learnt loads and an additional bonus was that I didn't even feel cold and I'm always cold. Hoorah."

"Really enjoyed the course. I have done writing for the web before but this course was much more useful in regards to thinking about content and included more on social media. I loved the exercises too - Haiku and Evian Water Task"

"The entire session was done without the use of powerpoint slides which was an amazing change. The Trainer was really engaged and motivated even though we were only a class of two. Trainer clearly had a lot of experience and shared that with us as we were going through the session"

"- Trainer tried to link to everyones job role which was really effective."

"Very welcoming and attentive staff. Very knowledgeable and engaging speaker"

"your trainers know their stuff!"

"good quality course, good general overview"

"The whole course was very good - everything from the joining instructions through to the delivery and lunch. "

"Engaging teacher, made every part of the course interesting. Very approachable and made every aspect really fun!"

"Perfectly pitched and a great introduction to writing for the web. It will give me 'permission' to write in an informal friendly way."

"LCMJ is very welcoming, professional and a relaxing environment to be in. This is the second course I have done here and I remembered my experience fondly, today has only confirmed that sentiment. Thanks Helen for a useful and informative session."

"Professional service, friendly staff and engaging content"

"Well organised and very friendly"

"Lots of hands on time in the course, trainer was very experienced and gave really helpful feedback on exercises that we did. "

"Welcoming and friendly environment with brilliant staff"

"really well explained, useful tips, really listened to your own situation, got me thinking in a new way, practical info"

"Trainer was really helpful and made the course fun and interesting. The lunch was good also."

"Really great mix of the trainer talking, discussion and activities. It was good to be able to use examples from own work (such as Twitter feed) and get tailored advice to your needs. Lunch was also great!"

"The trainer was excellent - very engaging, clearly well prepared, a very good instructor as well as clearly being knowledgable about the subject area. thank you! The environment and set-up (breaks, refreshments, space, etc) were impressive too."