Digital Copywriting Training Course

Course overview

• It has been proven time and time again that copy has a huge impact on audience perceptions and is key to how organisations communicate, persuade, or sell. Exceptional digital copy will therefore play a critical role in your organisation's success.
• This practical digital copywriting training course offers research-based best practices that will demonstrably help you improve your website or email conversions and engagement.
• We will use many real-life examples and re-write exercises, making this a fun day that will help you to develop confidence in your new copywriting skills.
• The course will leave you super-energised to start improving your digital copy the next day.

Benefits

• Write digital content that communicates, persuades, and sells more effectively
• Understand the impact of web and email on writing
• Ensure that your key messages stand out and are immediately understood by your audience(s)
• Develop organisational policies and processes to guarantee consistently excellent digital writing (including tone-of-voice)
• Sell the value of high-quality digital copywriting within your organisation

Curriculum

Understanding Your Audience

• How people read online - the impact on digital copywriting
• Profiling – ways to understand your audience better, so you can write for them more effectively
• Scrolling - encouraging people to scroll and how to manage it if they don’t
• Offers and promotions – how to get people reading this critical content
• Legibility - ensure your text is easy to read on the screen

Choosing The Right Language

• What sort of language should you use online?
• Grammar - how fussy should we be?
• Guidelines and exercises on: vocabulary, sentences, and paragraphs
• Tone-of-voice – developing consistency and excellence within an organisation
• Concision – how can we be more concise…and when is content too concise?

Communicate, Persuade And Sell

• Attract attention - make sure your core messages get looked at
• ‘Brainstem simple’ - create pages that get your message across to audiences, without them even realising it
• Front-loading – using techniques to maximise business benefit in your writing
• Guidelines and exercises on: headings, formatting, lists, links, and buttons
• Structure and persuasion – arguments, narratives, metaphors, personality types, and persuasion principles

Improving Readability

• Understanding how readability tools work
• Common readability metrics and what they mean
• Using readability scores to evaluate and optimise content

Organisational Issues

• Managing a team – how to support your organisation in creating online content that is consistently excellent
• Review and editing of others’ work – practical advice to help make this quick, effective, and efficient

Who will benefit from this course?

• The Digital Copywriting course is ideal for anyone involved in writing, curating, or editing website or email copy and content. Typical attendees include: copywriters, content editors, marketers, or project managers.