Who should attend
Anyone who writes for the web can benefit from the practical exercises on this course. You are likely to be a marketer or communications professional who has already built up some experience and is looking to enhance their skills.
About the course
Website copy has to do more than communicate, it also has to improve search results. You hope that it will persuade, engage, inform and perhaps also entertain your audience. In this hands-on workshop, you’ll have the opportunity to take your web-writing skills beyond the basics and ensure that your copy is compelling for readers and optimised for search.
Good digital copywriting is always a combination of art and science. On the one hand, you need to ensure that you understand your audience, address their aspirations and concerns and write in an appropriate tone of voice. On the other, you’re working to meet the demands of algorithms that decide on the relevance of your content. In this interactive workshop, you’ll learn how to find the perfect balance.
- Understand challenges posed by different types of web content
- The latest thinking on SEO and the way it impacts writing
- Explore the latest advice from Google
- Experiment with creating effective descriptors and tags
- Learn the importance of personas in profiling
- Find out how good copywriters adapt tone of voice
- Gain confidence in your writing though practical and collaborative exercises
Phil Woodford is a former advertising creative director and practising copywriter, who has a wealth of experience of working with clients across a range of sectors. He lectures at University of the Arts London and Sup de Pub – the advertising and marketing faculty of French business school Groupe...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.