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You have less than a second to
convince visitors to your website to stay on your site. Does your
content send them elsewhere or give them what they want, as
quickly and effectively as possible? Even the best journalists and
copywriters struggle making the shift to writing for the website,
so why not learn from an expert?
The
Objective
This course is designed to make your online content work harder for you and wow your visitors by giving them what they're looking for - instantly. This course will help you:
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Improve the return on your online spend by convincing visitors to stay on your site and not hop to competitors' sites.
- Encourage loyalty by giving visitors what they want and making it easy to find what they are looking for.
- Build your reputation by ensuring your online message reflects and amplifies your brand position.
- Boost search engine rankings by understanding what search engines are looking for.
- Generate new traffic by creating compelling new content.
The Target Audience
This workshop will have between 5 and 12 delegates per session and will be relevant to:
- Anyone with responsibility for online strategy.
- Anyone with responsibility for creating, managing or writing websites or part of them.
- Generate The Killer Content Workshop
Workshop Overview
This one-day intensive workshop will focus on practical insights, learning and
exercises.
| Section |
Duration |
What is covered |
| What is killer content? |
1 hour |
A proactive investigation of the different goals for websites and how killer content is essential to delivering on them. This session will focus on how people read online and why your approach to web copywriting needs to change as a result. |
| Writing for your audience |
30 mins |
A participative discussion to help you better understanding your audience and what to write for them. The session will also cover fundamental errors in crafting content and introduce the inverted pyramid as a method for structuring copy. |
| How to structure your page and make it scannable |
1 ¼ hours |
An explanation of subheads and other copy signposts visitors look for to navigate their way around the page. Lots of practical exercises to try out the different copy tools introduced in this session. |
| Lunch |
45 mins |
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| Language guidelines |
1 hour |
Incorporating discussion, practical examples and exercises, this session will cover key learning points including tone of voice, vocabulary and house style. In addition, we will look at some common grammar pitfalls.
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| Writing for SEO |
1 hour |
This practical session will look at the importance of key phrases when writing for search engine visibility. Practical examples will be used to illustrate where to use them and how. |
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Action planning |
30 mins |
Delegates determine the most important learning points and how they are going to put these into practice. |
The workshop facilitator
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Belinda is a Chartered Marketer and a former political and business journalist.
Since leaving the world of journalism in 2001, Belinda has amassed a wealth of writing, marketing and PR experience and facilitates copywriting and PR workshops for a diverse range of clients.
Belinda trains individuals and groups in results-orientated copywriting, online copywriting and media relations techniques. This course brings all these skills together in one interactive workshop.
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| Belinda Gannaway
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Pricing
Workshop dates and locations are flexible and the course content would be tailored to suit
your specific needs for a reasonable hourly surcharge. The course delivery will be charged as a one-off
day-rate fee (available on request) for up to ten delegates, plus expenses and
£20 per delegate manual.
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