Writing for the Web on 12 January


Writing website content is very different from other types of writing, mainly because online readers access information differently. According to research,  almost 80% of users scan the page instead of reading word for word – so you only have a few seconds to capture users’ attention.

During this highly practical course, an experienced writer will show you how to apply international research to create web content that is clear, concise, well-structured and user-friendly. Using some of your own content, you’ll learn how to use language, layout and links to deliver information successfully to your target audiences.

This highly practical 2.5-hour session will give you the skills to create accessible web content.

Time: 2pm-4.30pm. For this Zoom workshop, you’ll need good internet, a microphone and, if possible, a webcam. You’ll also need pen and paper to take notes. After you book, we’ll send you the link and password.


Part 1 – Overview

  • Identify best practice in online content
  • How users read websites and what this means for your web content

Part 2 – Plan and write effective web content

  • Identify your target audience and define your purpose
    • Write an effective brief for writers and editors
    • Plan to meet users’ needs and expectations
  • Write in plain English for a wide audience
    • Use plain professional English
    • Get the style and tone of voice right – for your target audiences
    • Cut dead wood, repetition, padding and wordiness
    • How to deal with jargon, technical terms and complex information
    • Assess readability with the Flesch Reading Ease Scale (in MS Word)
  • Ensure content is in a logical order and easy to scan
    • Capture users’ attention with language and layout
    • Convince users to scroll and read
    • Write effective headings and sub-headings
  • Help users to navigate and find what they need
    • Clicking vs. scrolling
    • Consider the 3-click rule and mystery clicking
    • Use ALT tags for images