Copywriting for Web and Email Masterclass

Write copy that attracts, engages and influences readers. Learn how good copywriting can boost results, from better search engine optimisation to improved email response. Gain the confidence you need to apply these best practices in your digital copy.

During this course you will learn to:

• Understand how your audience interacts with digital content as opposed to print
• Create the most effective web copy that attracts and extends the journey of more visitors
• Write both to engage your audience and to attract search engines
• Appeal effectively to both B2B and B2C audiences
• Create emails and email campaigns that drive improved results

This course also constitutes Day 1 of our 2-day Copywriting course; Copywriting for Digital

Course Details:

Introduction to writing for digital channels

• How do readers 'see' digital content?
• Skimmers and scanners v longer readers
• Web usability research and what it means for effective writing

Writing to aid scanning

• Importance of front-loading key words and phrases
• How to write clear and concise copy
• Writing effective sentences and paragraphs
• Improving headlines
• Checklist for effective web writing

Expanding the content for web pages

• How SEO affects digital content - where else will your headlines appear?
• Which words are the most important on a web page? And why?
• Understanding 'call to action' the digital way

Making emails and email marketing campaigns work harder

• Getting the subject line right
• Effective email copy
• Writing more personal copy for higher engagement

Persuasive copywriting
Balancing logic, emotion and values in your copywriting
Writing the best calls to action (CTAs)

Who should attend?

This course is for anyone who needs to write or evaluate copy for digital media. You could be a marketing executive, manager or copywriter looking to expand your experience.

Tutor:

Tim Tucker F IDM, 23 Digital

Tim Tucker is an independent digital content marketing strategist and copywriting specialist. He is a digital consultant for the Content Marketing Association, for which he plans and hosts regular monthly digital breakfast events in London.

Tim has worked across a diverse range of digital environments, from B2C and B2B companies, to charities and government organisations, including the the National Trust, Nationwide Building Society, Nokia and the UK Government's Cabinet Office. Prior to going independent Tim worked for 17 years in magazine publishing, at Future Publishing and Immediate Media. He now provides training and consultancy to some of the UK's leading publishing and media organisations, including Time Inc, Harper Collins, Hachette UK, The Telegraph Media Group, News International, Reed Business Information, Egmont UK and BBC Magazines.

Other Details:

Location: Virtual Classroom
Member Price: £400
Non-member Price: £450