Web Writing Skills for Impact

Boost engagement with clear, targeted writing for online audiences

6-Hour Course (One-Day)

On-Site, Virtual, or Hybrid

6 –

20 Participants from your Organization

Course Description

Learn how to write content that connects with online readers. This hands-on course shows you how to create engaging, scannable, and results-driven web copy. You’ll explore the key differences between writing for print and digital, and discover techniques to boost readability, clarity, and SEO impact.

Who Will Benefit

Marketing and communications professionals
Website content creators and editors
Public relations and media staff
Government and nonprofit communicators
Small business owners managing their own sites
Anyone writing for blogs, websites, or intranets

Learning Objectives

Understand how readers scan and consume online content
Learn strategies for clear, concise web writing
Adapt your tone and message for digital platforms
Organize content for easy navigation and flow
Apply SEO basics to improve visibility
Edit for clarity, action, and readability

Content Overview

Essentials of Online Writing

How online reading differs from print
Writing for scannability and engagement
Tips for clear and concise messaging

Structuring for the Web

Using headings, bullets, and calls to action
Creating user-friendly content architecture
Formatting techniques for better flow

Audience-Centered Writing

Identifying and writing to your web audience
Tone, voice, and purpose in digital writing
Avoiding jargon and overuse of passive voice

Search and Strategy

Intro to SEO writing best practices
Choosing keywords and writing for search intent
Aligning content with user goals

Writing and Editing Practice

Real-life writing exercises
Group feedback and revisions
Tips for ongoing improvement

Format and Delivery

This instructor-led training is delivered in a highly interactive format that includes group discussions, writing exercises, and real-time feedback. Courses can be facilitated in person or virtually and can be adapted to different timeframes to suit your team’s availability.

Customization

All of our instructor-led training programs can be customized to meet your organization’s specific goals, industry challenges, and team dynamics. Whether you’re looking to include real workplace examples, tailor the content to your sector, or integrate internal processes and terminology, we work closely with you to create a relevant and impactful learning experience. We also offer flexibility in course length—sessions can be adapted into shorter overviews or expanded into multi-day workshops based on your team’s availability and learning objectives.