Writing for the Web - 1-day workshop

Where: Glove Factory Studios, Brook Lane, Holt, Bradford on Avon, BA14 6RL

When: 16 September 2011 9:00am to 4:00pm

Increase the impact of your website with persuasive online copy Your website is increasingly an important sales and marketing tool. But how can you improve its effectiveness and increase the number of enquiries, leads and sales it generates? Research suggests that websites that apply best practice online copywriting principles consistently outperform those that don’t. This practical and interactive one-day training course will show you how to produce persuasive online copy. You’ll learn proven techniques to move web visitors through your sales and conversion process and encourage more of them to make contact and buy from you. If you are interested in improving your website, engaging with your customers and increasing the revenue from your website, then this course is for you. What you’ll learn By the end of the workshop will be confident in: • Understanding the key principles of copy for the Web • How people read online • Developing your own copywriting approach • Establishing your ‘Tone of Voice’ • Producing vibrant copy that both explains and engages • Developing your Content Strategy and Copywriting Schedule • How to improve the copy on your site for increased impact • Course Content The course includes the four main areas of online copywriting: • Logic – structuring content to be persuasive • Language – the use of plain English • Legibility – making text easy to read online • Layout – laying text out to be scannable This approach is applicable for anyone involved in the production of copy for: • Search Engine Optimization (SEO) • Pay Per Click (PPC) • Email Marketing • Websites and Intranets Programme outline: • Understanding how people read onscreen • The difference between writing for the Web and other media • 3 essential elements you must use • Developing your own Copywriting Process • How to sell with your words • The ‘Buying Psychology’ of your online customers • Uncovering sales objections, customer needs and wants • Removing any price concerns your customers may have • How you can grab your online visitors’ interest • How to write lively and engaging copy • Ways to ‘find your voice’ • Overcoming Writers’ Block • Answering your Reader’s questions with Headlines • Making web copy scannable • Words and phrases to avoid • The differences between copy for Blogs, Websites and Email • How to craft effective Calls to Action • Writing powerful Email Subject Lines • Choosing how and when to add links in your copy • A checklist for editing and reviewing Who should attend Anyone involved in producing or editing online copy for websites, intranets and email marketing. This includes: Owner Managers, Consultants, Management Teams, Bloggers, Digital Marketing Executives and Coordinators, Account Handlers and Marketing and Communication Teams Sign-up for this course and you end the day with: 1. A holistic understanding of online copywriting 2. Clear best practice guidelines 3. Practical checklists to improve copy by you and others Learning style This workshop is an enjoyable and ‘hands on’ day with more practice than theory. It is designed around a series of fun, practical exercises, recent case studies and lively discussion. All together, this approach will help you apply your new knowledge immediately. How else will you benefit? You will be provided with a useful Workbook that contains all the exercises and checklists. You will also be able to download an electronic version of the course material free of charge. Your course trainer: Andrew Lloyd Gordon With a background in sales and marketing and qualifications in psychology and business, Andrew is fascinated by all things web and has been working in the industry for over 14 years. He has gained wealth of online copywriting experience from managing integrated digital marketing campaigns and ecommerce projects for a variety of clients, from sole traders through to large corporates. His involvement in the launch ofwww.jobs.ac.uk gave him first-hand experience of establishing and running a successful online business. Andrew now works as a trainer and coach for a number of organsiations, helping them to get the most out their digital marketing activities. As part of Econsultancy’s training faculty, he has worked with clients including Random House, MacMillan Cancer Support, RIBA, Allianz Insurance and the Oxford University Press, providing expert advice on such diverse topics as usability, search engine optimisation, email marketing, analytics and social media strategies. He is also the principle trainer for Econsultancy’s MSc in Digital Marketing Communications, running the Foundation courses and various specialist elective courses and consistently receives outstanding feedback for his informative, practical and highly-engaging sessions.


Entry Cost: £195 for Bristol Media members

Posted by: Gail Parminter | 12-06-2011

Contact the event organiser: gail@creativetraining.co.uk