21 step-by-step modules of content for you to follow at your own pace. Each module comprises a video and a handout. Where applicable, you'll find worksheets to practice what you've learned as well as answer sheets. Once you've completed the course, you'll submit a web page or blog to course creator, Stephen Church, who will then review your work over Zoom and answer any questions you have.
To make the most of this course, you need to be an accomplished English speaker and writer.
Are you
- the owner of a Start-up or SME who fancies writing your own web copy?
- a business owner who wants to encourage their staff to write web copy - maybe blogs?
- the owner of a digital agency who want to offer your people copywriting training?
- a web developer who want to offer copywriting as an add-on service?
Then this course is definitely for you!
PLUS - Do you want to learn a lifetime skill that can be used over and over again across multiple areas of your business - such as email marketing, social media and so on?
What you need to think about before you write your first word of web copy.
By the time you've completed this module, you'll have a much clearer idea as what you want your website to achieve ... leading to creating engaging copy that does the job!
Think about your target market. Who's going to benefit from your brilliant product or service?
Complete this module and you'll have a good idea about your company 'personality'. You'll have a feel for the Tone of Voice you're going to adopt when you start writing.
In the world of writing, size does matter ... and small is most definitely beautiful.
In this module you'll learn how, by using short words, you're much more likely to hold your reader's attention.
Want to know how to turn off your readers? Write long, complex sentences. Another way? Write too many short ones.
In this module, we'll cover the importance of sentence length - keeping your readers engaged with an easy balance between short and medium-length sentences.
How to spot and avoid those common, weak, unnecessary words.
This module explores the importance of avoiding those redundant words which, in fact, actually achieve nothing ... words like 'in fact' and 'actually' ;-)
Are you writing about your reader ... or about yourself?
Here's where we cover the importance of writing to, for and about your reader. Why? Well - no one else matters!
Your product features matter - but nowhere near as much as benefits.
Above all else, your website visitors want to know two things. First - What you do. Second - how what you do will benefit them. In this module, we look at how to get across how your product will improve the lives of those who buy it.
How this simple technique will make your copy feel conversational.
In this module, we look at the quick and easy way to make your readers feel you're not so much writing at them as speaking to them. And by the way - there's no worksheet for this module - I wouldn't wish to insult your intelligence!
How to avoid sounding remote and robotic.
This module is the only grammar-tecky part of the course. We explore how a neat twist of language can make you sound like a real human being.
How to get your message across with impact.
This module covers a simple technique for ensuring that your message doesn't peter out at the end.
Making your page, not just read well, but look good too.
In this module, we examine how to make the most of space on your web page - also how to keep your reader engaged with well-crafted headings and sub-headings.
Use bullet lists and your readers will love you even more than they already do!
In this module, we explore how, with careful use of bullet lists, we can massively enhance the reader experience.
The elements of formatting to make your website stand out from the dross.
In this module, we go through how and when to make use of formatting elements, such as bold, italics, underline and aligning.
Proofreading and readability
In this module, we look at techniques for avoiding those anoying speling and gramer mistakes. We also look at ways of measuring your copy for 'readability'.
All about the visitor 'journey'
This module examines how to use links to give your reader a smooth, easy 'journey'.
How to get your reader to do what you want them to do.
In this module, we look at how to direct your reader towards taking action - maybe picking up the phone or filling in a submission form.
What to think about when you structure your Home page.
In this module, you'll learn how to structure your Home page to maximum effect.
'About' you? Or 'About' why your visitor should choose your products or services.
This module explores techniques for making your About page much more than a mini-history of you and your company. Instead, you'll learn how to use it to convert potential clients into paying customers.
Turning your Service pages into the selling tools they need to be.
When you've completed this module, you'll have a good idea as to how to put together your Service pages so that they become successful 'landing' pages in their own right.
All about evidence.
In this module, we look at how to give your website visitors the cast-iron evidence they need to make your claims believable.
Bringing together everything you've learned.
You're nearly there! In this final module, we bring everything together and re-cap all that you've learned in the previous 20 modules.