We frequently write documents that are intended to be read online (that is, from a screen) rather than from paper. Producing good online writing isn't just a matter of taking something you wrote for paper and putting it online, though. Whether it's for the web, an intranet, an e-newsletter or email, online writing requires a specific set of skills that are different from those needed for writing print materials.
This content-rich course will provide you with the skills to produce highly effective online writing. This course is based around a series of writing exercises, so you'll be practising the material as you learn it.
Half a day.
Table of contents
Here is a table of contents and a detailed list of outcomes for the course (PDF, 1 MB).
The course meets the following business needs:
- If an initial, quick scan doesn't reveal useful information, many readers will stop reading online content after only a few seconds. It's thus very important that we design our online documents so that readers can discover the 'good bits' quickly.
- Online reading is slower than reading from printed sources. Online readers are thus more annoyed by long-winded writing than are other readers. Brevity is thus essential.
- Web and intranet sites usually fail to build an on-going relationship with customers and staff that could yield additional benefits.
After mastering the course's contents, you'll be able to:
- Employ techniques that encourage people to reply to your emails.
- Employ best-practice online writing techniques.
- Employ better online writing to improve your key performance indicators.
- Make your online writing brief, scannable and credible.
- Transform print information into highly effective online material.
- Use PDF files appropriately.
- Write great FAQs that save you time and money.
- Explain how online writing is different from writing for print.
- Avoid common design errors that can thwart all your efforts.
- Identify the essential service that e-newsletters provide that web and intranet sites can't.
- Use email more effectively.
- Identify why some email newsletters are highly anticipated, yet others are regarded as spam.
This course is aimed at anyone who writes for intranets, web sites, e-newsletters or email.