2 June – Writing for the Web: How to create compelling copy and attract audiences

Experienced web copywriter Claire Connachan leads this hands-on workshop designed specifically for the third sector. Using examples drawn from charities and not for profits, you’ll improve your online writing skills, learn how to write for different online media and get a better understanding of how users navigate the web.
This workshop will cover these key areas:
The principles of writing for the web
Why keeping it simple is key
How to keep your writing clean and simple
Common pitfalls and bad practice
Exercise: Simplify text
Exercise: Writing concisely

Website and page structure
Understand web page structure
Learn about web users’ behaviour
Accessibility considerations for your audience

Great content
Learn the value of great content
Get ideas on what kind of content you can deliver

Focus on your audience
Define audiences and understand their needs
How to write for your audience
Exercise: Define your own audience

Understand personas
See example personas in a web writing context
How to develop and improve personas
Exercise: Create your own persona

Writing to sell
Why selling is important for third sector
How to make copy sell
Features vs benefits

Introduction to CMS
Understand content management systems
Open source vs proprietary
Consider CMS requirements for your organisation

Beginners’ Blogging
What makes a good blog
How to avoid bad blogging
Ideas for content
How blogging could benefit your organisation

Introduction to SEO
Distinguish between different types of SEO
Easy SEO wins
META tags and their use
Exercise: Writing with keywords

Email marketing and headline writing
What makes a good enewsletter structure
How to write effective headlines
Writing call to actions
Email marketing good practice
How to avoid common mistakes
Exercise: Practice email headlines

Please bring a laptop (preferred) or other wi-fi enabled device to take part in the hands-on sessions. If you cannot access one please let us know in advance and we will allocate you a device.
This full-day course is aimed at those new to online comms and those who want to take their social media presence to the next level. As with all of our workshops these sessions are aimed at charity, community group, social enterprise, housing association and public sector staff and volunteers.
Lunch and refreshments throughout the day are included in the £99 ticket price.

For every ticket sold we will make a donation to Glasgow NE Foodbank. The donation will enable them to feed a single parent and three children.

Claire Connachan is a professional copywriter and online communications expert. Claire started out in advertising & marketing before moving in to the the third sector. Claire has been responsible for comms within a number of high-profile organisations, including Youth Scotland, Age Scotland and the Royal Zoological Society of Scotland. Claire is a well-respected trainer, delivering writing for the web workshops for a range of charity clients.

Thursday, 2 June 2016 from 09:30 to 16:30

Health and Social Care Alliance Scotland (the ALLIANCE) – Venlaw Building 349 Bath Street, Glasgow G2 4AA, United Kingdom

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