Training Courses

Writing for the Web : Introduction

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
Value + Choice
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 4999 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 surveyed4999
  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 Experience9.7 / 10
  % Who Would Recommend Us99.7%

"Small interactive classes were really helpful"

"It definitely felt like an advanced course - like I actually learnt some new techniques and gained fresh knowledge, despite working in this for a few years. I panicked that it would be competitive but the trainer was very reassuring and gave good, constructive feedback. Lunch was amazing and I appreciated the frequent breaks. So many courses I've been on, I'm dying in the chair but this one I felt comfortable and happy."

"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"

"I found the course helpful, engaging and very interesting - thanks to our fantastic course leader. "

"The class size was fantastic, great to have a small group and time for organic discussions that arose as the day progressed. "

"Everything else! Great day - thanks"

"Organisation, getting the most out of us, allowing us all the chance to speak and participate, and ask questions. A relaxed, positive learning environment with really good facilities. "

"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"

"ensuring the course still ran even though I was the only participant."

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

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

"Allowing us to write pieces for our own work which gives us valuable content to take away."

"Everything! A really nice balance between traditional theory, breaking out to practical exercises and some informal discussions which were managed appropriately by the course trainer."

"great physical space that puts you in the mood to think differently clearly experienced trainer"

"informal and comfortable training environment. Patsy was a great teacher (and very patient!)"

"Easy to understand, engaging"

"The delivery was great, Patsy made every scenario understandable and was patient with all questions!"

"The course was very specific and tailored to our needs - we will be able to use what we learnt in our working environment . Everything was very clear and the trainer was very approachable in terms of asking questions."

"Very welcoming and course very useful. Whole day was well organised and extremely smoothly run"

"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."

"Giving me the confidence to take on board the issues discussed throughout the day to enhance the newsletters I work on day in day out. Patsy proved the ideal tutor and was clear and concise with her delivery. She made all the issue covered very easy to understand and also showed a genuine interest in the work I do. This therefore made her suggestions and tuition really beneficial."

"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."

"Great in-depth knowledge from someone that worked in the field before and during the digital era of communication kicked in"

"Good structure. Helpful notes and statistics. Particularly enjoyed the raw copy exercise."

"Very good refresher for me for lots on journalistic techniques. Also gave me a thorough grounding in SEO, which i've not really had training in. "

"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. "

"Pretty much everything been several times now and my first port of call. Thanks"

"Great experience, thank you!"

"The course was well organised, well presented and a success for me."

"Welcoming and friendly environment with brilliant staff"

"Everything. Helen was great tutor. "

"Very welcoming and friendly."

"Really informative and friendly course leader. "

"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."

"Patsy a very good trainer. Staff friendly and premises a positive, pleasant space. "

"Small group sizes and plenty of opportunity for informal discussion. Varied group with different backgrounds and skills."

"Excellent training - very knowledgeable trainer, right pace, very helpful information, good practical exercises. Was great to have a small group and get specific feedback. And also - lovely environment and great staff. Thanks very much. "

"Level of detail was very good."

"Great course! Piers was super-knowlegable, friendly and approachable whilst also offering a useful level of critique. Course was taoiler to our specific needs - very very good! Class size was espiecally a bonus. "