Training Courses

Writing for the Web : Advanced

  116 reviews

One Day Course

Classroom Based


Designed for those who already have some experience of writing online copy, this course covers how to formulate a digital engagement strategy, how to develop an online voice for your brand and highlights advanced techniques for producing targeted, relevant copy.

The course also addresses how to structure your content to improve usability and search engine optimisation.

This course is editorial rather than technical in emphasis. If you want to tailor the content to your exact requirements, you are welcome to do so.

You should have attended our Introduction to Writing for the Web course or have an equivalent knowledge of the topics covered.

Public Course Dates & Pricing

Public Courses

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

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 £599 + VAT per day

Enquire Here

Course Outline

  • Introduction
    • How visitors read online and how they scan a page
    • The role of web copy in an integrated online strategy

    Listening and strategy
    • Buzz monitoring, web analytics, sentiment analysis
    • Understanding your audience
    • Formulating a digital engagement strategy that works
    • Commissioning and editing the right content for your readers
    • How to work a brand tone of voice online

    Tailoring content for mobile consumption
    • How tablets and smartphones are refining web-writing strategies

    Social and multimedia
    • The role of blogs on websites
    • Using multimedia to compliment your copy
    • Sharing and promoting content through social media
  • Style Guides
    • Giving your Style Guide a healthcheck

    Techniques for writing online copy
    • Techniques to produce targeted, relevant copy
    • Creating engaging and useable heads, intros and instructions
    • Making effective use of links
    • Signposting your copy
    • Self-contained copy units
    • Evergreening copy

    • Structuring content in creative ways that improve usability and boost SEO

    Repurposing copy
    • Re-purposing existing offline copy
    • Practical examples of how to take existing offline copy and turn it into accessible online copy that works
    • Monitoring your site for shovelware syndrome

    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 more than 7 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 20861 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 surveyed20861
  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

"Making me feel welcome. "

"Great training - thank you. "

"great environment, clean toilets, good working knowledge of the subject, really great offices, good location."

"Providing food. Kirsty was good, too. :-)"

"The teacher was engaging and kept a good pace. Given that the attendees all worked for very different companies/charities, she did a good job of making it relevant to us all. "

"Great vibe, like that there are lots of breaks and snacks, teach er was very approachable and helpful, willing to answer all of our questions."

"Explaining the course in detail and giving relevant examples of good SEO. It was also good that we were able to go through relevant questions relating to our own websites within the course. "

"Great course format! Great lunch!"

"Relevant, up to date knowledge and practical answers to all questions asked"

"Everything! I felt well looked-after from the moment I arrived and found the course incredibly interesting and informative."

"Piers was really helpful and a good instructor. "

"Nice, engaging environment. Credible and knowledgeable trainer."

"Very well organised"

"Piers was very good at explaining examples, so we had the confidence and ability to use what was taught in the real world. He also took the time to spend with everyone and give them individual support and feedback which was a great help."

"very organised day and nice to have lots of lovely amenities. Course was well planned with good practice activities to work on and learn from, using real examples."

"The course was pitched at the right level. Good number of brain breaks and open and friendly trainer. "

"All very useful information"

"Great feedback from Piers, he is approachable and knowledgeable."

"- Small class size - Good mix of presentation and practical - Using examples of our work was really helpful - Great food too :) "

"Clear back-to-basics overview of the theory with the opportunity to put it into practice."

"Friendly, approachable, knowledgeable"

"Great theories and great examples - all of which I can apply. "

"well, the trainer! kuddos to Helen. and the f&b selection was good too. "

"Everything! Helen is fantastic, food is tasty, great environment. I'll be back!"

"Great examples. Nice collaborative session. "

"Plenty of hands-on examples - and relevant to my actual work. I was able to use real examples etc."

"The course was excellent for my needs - it served as a refresher for some things I'm already doing and also gave me some new techniques and ideas to use in the future. "

"Very welcoming experience and the trainer was obviously very knowledgeable about the field and open to questions. "

"Very friendly staff and great at making people feel at ease."

"The whole day has been very worthwhile indeed - thank you."

"Communication, service, being organised and personal"

"Lovely environment, very friendly and welcoming. Food and drinks aplenty. Great course. Loved the small and intimate environment - only 2 people on my course so talked about lots of things in great detail."

"Trainer was extremely knowledgeable and the discussion in the group was really valuable"

"Piers was great at fielding all our questions and really trying to provide thoughtful and insightful answers."

"All, very knowledgeable trainer. "