Course overview
Writing clear, succinct, SEO-friendly copy can transform how people discover and interact with your website or engage with your email communications. This course will provide you with the skills and knowledge required to write persuasive copy that will increase traffic, convert sales and deepen loyalty from your digital audience.
Course content
The fundamentals of writing good digital copy
- Understand how people engage with digital content and the key drivers for interaction
- Understand your audience and what they want from you
- Writing content that appeals to skimmers and scanners
- Clearly articulate your value proposition•Sell experiences not products
- Keep it simple - how to boil your story down to the essentials
- How to establish trust and authority
- Top tips on how to avoid the most common copywriting mistakes
Getting people to your site and getting them to engage with your content
- SEO – create copy that increases your visibility in organic search engine results
- The essential components: headlines, standfirsts, subheads, captions, furniture
- How to encourage the onward journey and deepen engagement
- Order of content
- Google trends
Making the most of your email marketing
- How to write a compelling email subject lines (and avoid the spam box)
- Personalisation and tailoring your message to different audiences
- Make it relevant, make it clear and keep it brief
- How to build loyalty and encourage interaction
- The importance of testing and measurement
Booking information
This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com
