Writing for the Web
Starting with strategy
- Defining your voice and tone for the web
- Understanding your audience
- Understanding how different kinds of people behave online and how to make the most of the extra interactivity
- Practical differences, incl. eye tracking studies
- Setting goals and ways to measure
Knowing your platforms
- Structuring and organising web content – what pages do you need, and what goes on what page?
- What options are there for layering content – pop ups, links, roll overs
- Page length and scrolling – how much is too much content?
- AdWords - the basics and a few tips and tricks
- Facebook ad - the basics
- Google places and sponsored links – the basics
- Landing pages – what are they and how to write one that converts sales
- What is search engine optimisation – how does it work, and why should you care?
- Striking a balance between writing for search engines and writing for people
- Defining keywords – the basics
- the basics of creating search optimised copy – all the rules about headlines, body copy, meta data, links, captions, maps and call outs and when to ignore them.
- Writing articles for search
- Why and how social media writing is different
- The major platforms (Facebook, Twitter, LinkedIn, blogs and forums) – who’s on them, how they use them, when to consider them, how to make the most of them and the traps to avoid
- The practicalities of setting up and running profiles
- Adding social to the marketing mix – having a point, choosing the right platforms, supporting your presences
Testing and measuring
- Measuring content usability
- Testing your content
- ROI – setting goals and ways to measure