Section one

People read 25% slower online than in print, so what does this mean for writers?

• Introduction to how people read online versus in print, with discussion of how this affects page layouts, copy lengths and sentence constructions

• Introduction to writing techniques and visual signposting to engage skimming readers and keep them scrolling

• Front-loading copy exercise

• Feedback session, sharing and comparing ideas.

Section two

• Examples of useful structural formats for short-form and long-form copy

• Ideas to help writers ‘chunk’ copy so readers can navigate with ease, even when writing about complex subjects at length

• Delegate discussion on their editorial strategies and what mix of copy is appropriate to their target audience

• Re-purposing ‘long-form’ copy exercise

• Feedback session, sharing and comparing ideas

Section three

How do you drive traffic to your website and/or engage readers so they click and scroll?

• Brief introduction to using key words and SEO, working with strict character counts including ‘mobile friendly’ versions

• Demonstration and discussion of good practice and bad practice examples of meta titles and blurbs

• Ideas for driving traffic to ‘Evergreen’ pieces through topical or enticing teaser copy

• Exercise in optimising copy and hooking readers

• Feedback session, sharing and comparing ideas

Questions and answers