Training Courses

Writing for the Web : Advanced

  94 reviews

One Day Course


Designed for those who already have some experience of writing online copy, this course covers how to formulate a digital engagement strategy, how to develop an online voice for your brand and highlights advanced techniques for producing targeted, relevant copy.

The course also addresses how to structure your content to improve usability and search engine optimisation.

This course is editorial rather than technical in emphasis. If you want to tailor the content to your exact requirements, you are welcome to do so. You should have attended our Introduction to Writing for the Web course or have an equivalent knowledge of the topics covered.

Public Course Dates & Pricing

  • Public Courses

    Small class sizes so you get the maximum amount of trainer time possible. You attend with delegates from other companies.

    A great, cost efficient way to learn, discounts are also available for group bookings.


    Discount Info
  • Private Courses

    One to one tuition or a private group with just your colleagues. Your choice of duration, content and location. We can train at one of our centres or onsite with you wherever you are located.

    We offer a free consultation service to help work out every detail and build the perfect course for you.

    From £499 + VAT per day

    Free Consultation

Course Outline

  • Introduction
    • How visitors read online and how they scan a page
    • The role of web copy in an integrated online strategy

    Listening and strategy
    • Buzz monitoring, web analytics, sentiment analysis
    • Understanding your audience
    • Formulating a digital engagement strategy that works
    • Commissioning and editing the right content for your readers
    • How to work a brand tone of voice online

    Tailoring content for mobile consumption
    • How tablets and smartphones are refining web-writing strategies

    Social and multimedia
    • The role of blogs on websites
    • Using multimedia to compliment your copy
    • Sharing and promoting content through social media
  • Style Guides
    • Giving your Style Guide a healthcheck

    Techniques for writing online copy
    • Techniques to produce targeted, relevant copy
    • Creating engaging and useable heads, intros and instructions
    • Making effective use of links
    • Signposting your copy
    • Self-contained copy units
    • Evergreening copy

    • Structuring content in creative ways that improve usability and boost SEO

    Repurposing copy
    • Re-purposing existing offline copy
    • Practical examples of how to take existing offline copy and turn it into accessible online copy that works
    • Monitoring your site for shovelware syndrome

    Questions and answers
Experience + Flexibility

We know training inside out. We can advise you on all the options to make sure you get the best possible course.

Tell us you need to cancel 5 working days before your course and there’s no charge. Great for your peace of mind.

Our trainers bring their years of industry experience into the classroom. You'll leave confident and prepared.

The smallest class size in the industry. More one on one time with the trainer and a less intimidating group size.

Tell us which you use and it'll be booted up and waiting with the latest software when you arrive.

We provide a lovely onsite lunch so you can relax. We can cater for any dietary requirement with no fuss.

Comfort + Location
Reputation + Feedback

Our Clients

We've worked very hard over the last 20 years to grow our business through personal recommendations.

When you attend a course we ask you to tell us how it went. We use your feedback to help us improve our courses.

We publish all our customer satisfaction stats live on our site (good or bad) because we want everyone to know just how highly you rate us every day, every week and every year.

We know that choosing the best course can be difficult, maybe the thoughts of the 15241 other clients we've asked will give you the inspiration to join us too.

The most recent comments from attendees of our courses are shown below. We reckon they will give you a pretty good indication of how they think we perform.

  Client Ratings

Attendees surveyed15241
  Trainer Knowledge9.8 / 10
  Trainer Materials9.6 / 10
  Trainer Preparation9.8 / 10
  Overall Trainer Score9.7 / 10
  Centre Lunch9.6 / 10
  Centre Staff9.9 / 10
  Overall Centre Score9.7 / 10
  Overall Experience9.6 / 10
  % Who Would Recommend Us99.7%

  Recent Feedback

"Friendly, approachable, knowledgeable"

"Great theories and great examples - all of which I can apply. "

"well, the trainer! kuddos to Helen. and the f&b selection was good too. "

"Everything! Helen is fantastic, food is tasty, great environment. I'll be back!"

"Great examples. Nice collaborative session. "

"Plenty of hands-on examples - and relevant to my actual work. I was able to use real examples etc."

"The course was excellent for my needs - it served as a refresher for some things I'm already doing and also gave me some new techniques and ideas to use in the future. "

"Very welcoming experience and the trainer was obviously very knowledgeable about the field and open to questions. "

"Very friendly staff and great at making people feel at ease."

"The whole day has been very worthwhile indeed - thank you."

"Communication, service, being organised and personal"

"Lovely environment, very friendly and welcoming. Food and drinks aplenty. Great course. Loved the small and intimate environment - only 2 people on my course so talked about lots of things in great detail."

"Trainer was extremely knowledgeable and the discussion in the group was really valuable"

"Piers was great at fielding all our questions and really trying to provide thoughtful and insightful answers."

"All, very knowledgeable trainer. "

"organisation, communication and a great map!"

"Hospitality, knowledge, hipster aesthetics "

"Everything! Fantastic day - thank you!"

"Very knowledgeable, easy to follow along, great resources, great facilities. Smashing lunch!"

"Really good course with lots of useful detail and great lively discussion. I enjoyed every minute of it."

"Covered a lot of ground in a short space of time, without it being overwhelming. The day felt very focused and not as if any time was wasted. Created a nice environment to share ideas. Lots of time for discussion and asking questions. "

"good reception, qualified teachers, very interesting courses - all perfect!"

"Explained things in a very clear & concise way - really helped! Thank you :) "

"Extremely helpful, Piers very knowledgeable and approachable, happy to answer any questions. Great food!"

"The freeflowing discussions were very interesting and useful"

"Great attitude all round, very positive, and an enthusiastic tutor."

"Very helpful and friendly team. Trainer promoted an open environment in the classroom"

"Very insightful and useful information, friendly and helpful trainer, regular breaks - not too much to digest, and great food!"

"Piers was very knowledgable and helpful. It was great to have a small size class as we could tailor examples to our own companies and experience. It was good to have some exercises to put the knowledge into practice. "

"Small interactive classes were really helpful"

"It definitely felt like an advanced course - like I actually learnt some new techniques and gained fresh knowledge, despite working in this for a few years. I panicked that it would be competitive but the trainer was very reassuring and gave good, constructive feedback. Lunch was amazing and I appreciated the frequent breaks. So many courses I've been on, I'm dying in the chair but this one I felt comfortable and happy."

"I found the course helpful, engaging and very interesting - thanks to our fantastic course leader. "

"The class size was fantastic, great to have a small group and time for organic discussions that arose as the day progressed. "

"Everything else! Great day - thanks"

"Organisation, getting the most out of us, allowing us all the chance to speak and participate, and ask questions. A relaxed, positive learning environment with really good facilities. "