Connect Learning Seminars
Connect Learning presents

Writing for the Web On-Site Training

This on-site training class is also available as Public Schedule Seminar.

Adapt your writing for the Web to attract and engage your target audience.

Course Description/Agenda

Focus on Results
Learn how research, interviews, and your focus on results make your Web writing more effective. Adapt your writing so it works for readers who skim and move on. Support hurried readers by using plenty of headlines and sub headlines.

Clarify Your Objectives

Learn to clarify your objectives and choose strategies that move your readers to take action. Sharpen your ability to write a brief summary in plain English.

Attract and Hold Your Readers

Leave your class ready to use narrative and news to attract and hold your readers’ interest. Take with you writing techniques that guide and reward your reader and get results for you and your client or employer.

Adapt your writing for the Web to attract and engage your target audience.

Writers, editors, and subject matter specialists who write copy for public Web sites, intranets, wikis, e-mail newsletters and blogs.

You must either want to write for the Web or have to write for the Web.

  • Identify listening/interviewing skills and how they connect to writing
  • Distinguish Web and print advantages/disadvantages
  • Define your audience for Website/Web article
  • State a clear goal for your Website/Web article
  • Find what makes a Website “sticky”
  • Write summaries, and use them as editing tools
  • Make effective use of headlines, links, and full-length articles
  • Explore different writing structures and choose sequencing order
  • Focus content for your specific audience's needs
  • Create headlines, subheadlines and bulleted lists that are navigational tools
  • Develop headline and subheadlines to create better articles
  • Structure specific, credible links
  • Design Web-specific charts, graphs, and tables
  • Choose photos that makes sense on the Web
  • Repurpose a print document for the Web


  • Exercise: Listening, interviewing, writing briefly
What’s the difference between Web and print?
  • How do the differences create different uses?
  • Advantages and disadvantages of differences
Focus on the audience
  • Audience for web is different
  • Who is your audience?
  • What does your audience want/need to know?
  • Exercise: Cutting down the word count to focus on audience needs.
Focus on the objective
  • What is your point/goal?
  • What do you want the reader to do after they have read the information?
  • SMART Objectives
  • Exercise: Re-writing an objective
How do you reach your objective best?
  • Changing minds
  • Educating—teaching a topic
  • Instructing—assembling a product
  • Informing—giving news
  • Emotional appeal—make someone angry, happy, content
  • Feature—good news story, making a point
Qualities of good Web writing (Class discussion)
  • Concise
  • Geared to the audience
  • Without jargon
  • Written in the present tense
  • Topped with a descriptive headline
  • Filled with many sub-headlines
  • Grammatically correct
  • Exercise: Cutting out jargon
How to write simply (Plain English)
  • How to write a powerful summary
  • Types of summaries
  • Purpose of summaries
  • Summaries as editing tool
  • Exercise: Writing a summary in plain English
The inverted pyramid in Web writing
  • Difference between narrative style and news style
  • Uses and misuses
  • Class participation: Demonstration of narrative story
  • Exercise: Changing narrative to news story, focus on audience/objective
Review: How readers use Web versus print
  • How Web readers are different from print readers.
  • What they want
  • How to give it to them
How do you satisfy readers?
  • Credibility
  • Primary and secondary references
  • Critical thinking
Making the most of headlines and subheads
  • As navigational tool
  • As editing tool
  • Purpose
  • Make them work for readers
  • Exercise: Adding headlines, subheadlines, bullets
  • Exercise: Using headlines and subheads as an editing device
Organizing Web writing
  • Keeping readers’ interest
  • Exercise: Editing Sentences for interest and organization.
Do’s and Don’ts for clear Web writing
  • Layering information
  • Exercise: Re-writing and re-organizing a long article
Next Step
We recommend Dreamweaver CS3 Fundamentals. We find Dreamweaver skills showing up in job descriptions for writers.

We also recommend Adobe Acrobat 8. There's a lot to learn about Acrobat 8, especially fillable forms; the review process; transmission of high end, four-color publications to a commercial print shop; and indexing and storing documents related to a project, for instance, an engineering project.


More Seminar Information

Connect Learning
Connect Learning Seminars

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On-Site Training On-Site Training

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