97% of people research products and services online before making a decision. This means that your virtual presence, particularly your website, is the most important platform to inform and persuade your customers. In the same way, advertisements are no longer trusted. Instead, content on websites, blogs and reviews are preferred. In this Age of Information, web writing is of utmost importance.

Yet, writing well for the Internet audience is not easy. Tips on web writing are aplenty. A simple Google search will bear this out. But even if you read every article available, you may still be none the wiser because learning to write better involves more than just being told what to do. You need to be shown how to do it and coached to improve as everyone’s writing challenge is different.

After the workshop, you will be able to:
- understand how writing for the web is different from other forms of business writing
- know the needs of the Internet audience and tailor the information to them
- develop a virtual persona that draws readers
- translate policies and official announcements into information that the general public can understand
- know the different ways information can be conveyed on the web
- present information to maximise SEO
- structure writing for clarity
- write for clear, effective, and acceptable communication
- link paragraphs well to aid understanding
- review and revise writing

What you will learn
Web copy vs web content
- Know the difference between web copy and web content
- Know which you want

Know yourself
- What do you want your virtual persona to be?
- How can you develop it in writing?

Know your audience
- Understand the internet audience
- Understand what they want from you

Know your aims
- What do you want your website to achieve?
- How can you tailor writing to reflect the different goals?

Ways to present your information on the web

Structuring for a new audience
- How to structure your information with the Inverted Pyramid
- Power of paragraphs
- The importance of transitions
- How to use sub-headers
- When & to use point forms & numbering

9 keys to effective web writing

Proofreading & reviewing techniques

Who Should Attend?
Managers and executives who have to write for, edit and manage their organisations’ websites and drive traffic to it as well as ensure information on it is updated, accurate and reader-friendly.

Methodology
Participants are guided through practical steps of the strategies with a combination of theory with both group and individual practice sessions, and personalised coaching from the trainer.