Institute of Copywriting

Give your staff world-class web-writing skills, and get a more effective website.

An in-house web-writing workshop will make a big difference to your site.

That's because visitors are influenced more by the words on your site than the pictures.

Words have always had stopping power. For example, readers skip past print ads that lack a headline.

But in the early days of the internet, many people overlooked the power of words.

We all got dazzled by the tricks that web designers showed us. We were amazed by the Flash animation, the scrolling text, and all the other Javascript tricks.

Since then, we've learnt that a good web site is more about hard-nosed business issues - notably, getting customers to buy from your website.This means having consistent navigation, an effective database, and a user-friendly site. As well as effective fulfillment.

But critically it means having good writing.

The words you use on a web site are different from those you'd use in a catalogue or brochure.

That's because it's harder to read a screen. So you need 50% fewer words. And those words need to be carefully chosen.

It's unlikely that your staff have been trained to write for the web. After all, it's a new field.

That's where we come in.

We can give your staff a half-day in-house seminar.

It's an intensive, hands-on experience that will give your people the confidence to write effectively for your web site.

Personalised to you

We make extensive use of material from your website to make the information highly relevant to your staff.

The workshop involves numerous exercises, to ensure that delegates absorb what we teach. This ensures full participation and maximises the learning experience.

After the course, you have three months' email and telephone advice and guidance, free of charge.

What kind of companies benefit from this course?

You'll get most our of the course if you're constantly adding new material to your website, and if several members of staff are involved in this process.

Retailer or e-tailer sites benefit especially from the seminar. But any organisation whose website is an important part of their strategy will find this course makes a big difference to their online presence.

For most people, writing is hard

Most people find it hard to express themselves in the written word. Managers, in particular, get used to doing things verbally in meetings and presentations.

But today's customer goes to the web, and reads words. Which is why you need a thorough and extensive site.

Customers can't get enough words

By contrast to your sometimes tongue-tied colleagues, customers are desperate for information. They'll read every last word on the subject.

Don't believe us? Look at yourself, still reading this material! You're interested in this topic - so you'll absorb all you can on it.

And the more words we give you, the more likely you are to buy the course.

The same applies to your clients or customers. By being helpful to them, you increase your sales.

But you shouldn't try to 'sell' to them. No, you give them help. You give them advice. and the more you give, the more you'll receive.

Your colleagues know what needs to be written

If you have to employ outside agencies, they never have the insights and knowledge that your colleagues do.

And if they have to acquire that knowledge (by talking to your staff), it ends up costing a lot of money.

And by using outside experts, you never gain those vital in-house writing skills.

Manual and workbook

You get more than just a presentation.

The course is wholly interactive and involves delegates' constant participation. The course also includes a Workbook that contains all the exercises and case studies.

And delegates will receive a Web Writing Manual. This will be an invaluable aid long after the course is over.

Delegates will also have 90 days access to a special website. This will contain the slides from the presentation, back-up material, and details for contacting the course leader.