Effective Web Writing for Business
This course is for business owners, web content writers, marketers, administration staff and anyone else writing web content for business. It gives you the skills and proven techniques to attract your target audience, engage them with your words and prompt them to take the action you desire. You will also learn how to write Search Engine Optimised (SEO) copy. The day includes lots of practical workshop exercises, real world examples and a healthy dose of discussion about your needs and objectives.
Course Content
Understanding web writing
- How the unique challenges and opportunities of the Internet have changed the nature of publication, how audiences read and the way we write.
- Turning jargon into reader friendly copy.
- Understanding your audience – who are they, characteristics and personas.
- Building relationships with different audience segments.
- What makes effective or ineffective web pages and copy?
- Developing ideas and web content of interest to your online readers.
Researching, planning and structuring your web copy
- Effective web site navigation.
- Finding and using the right keywords.
- How to write effective headlines, subheads, paragraphs, bullet points and hyperlinks -and where to use them.
- How to improve the search engine ranking of your website through copy (SEO)
- Other important web copy elements such as titles, metatags, and ALT tags.
- Writing techniques to help build credentials and drive action you require e.g. enquiries, subscriptions, downloads, etc.
- Creating web-friendly PDF’s.
- Handy tools for web writers.
Effective email copywriting and marketing
- Appropriate tone and style, establishing credibility with your audience.
- Text vs. HTML newsletters – the pros and cons.
- The email newsletter checklist.
- How to get visitors to subscribe to your newsletter.
Articles/PR/increasing visitors
- Creating news sections and structuring online press releases.
- External website links. Why some are more important than others and how to use writing to get high-ranking sites linking to your pages.
- Creating articles for your own site and other sites to bring targeted traffic to your pages and increase enquiries.
Writing tips for blogs and social media
- How blogs and social media can be used for business.
- Tagging and RSS (Really Simple Syndication) - the new PR tool.
- Video and podcasts.
Course Outcomes
By the end of this course , participants should know how to:
- Write copy that engages busy web readers
- Construct content that’s easy to absorb online
- Speak to YOUR web audience/s in the most effective ways
- Persuade your audience to take action e.g. contact you, download, buy, etc
- Structure logical content navigation paths
- Make best use of headlines, subheads, bullets and hyperlinks
- Write search engine friendly (SEO) copy – so you get found on Google
- Turn print documents and articles into web friendly content
- Produce content for email newsletters that work
- Create articles and press releases for the web
- Write for web 2.0 e.g. blogs, RSS and tagging
Location
Address
Sancta Sophia College
8 Missenden Road
Camperdown
2050
Directions
For directions from your location, enter your address in the Directions from field above the map shown below, then click the Get Directions button.
For University of Sydney campus maps and guides, visit sydney.edu.au/maps.
Public Transport
For public transport information visit 131500.com.au or phone TransportInfo on 131500.
Other Information
Secure Parking is available through the RPAH Medical Centre located on the corner of Missenden Road and Carillon Avenue (entry to the car park is via Elizabeth Street, off Carillion Avenue). Parking is available on weekdays only between the hours of 7:00AM – 7:00PM at a rate of $38/day or $9/day after validating your ticket at CCE’s reception. All CCE participants who validate their tickets at reception are required to park their vehicles on Level B3. If the validated ticket does not register in the car park’s ticketing machine, cancel the transaction then reinsert your ticket into the ticketing machine until the $9 fee appears.
Off street parking is also available through King George V Car Park, entrance via Susan Street opposite the main entrance to RPA Hospital. Parking is available 7 days a week at a rate of $3/half hour (maximum $18/day).
Parking costs and parking arrangements for University of Sydney facilities are available here.
