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Writing for the Web: Skills for Reaching an Online Audience

 
Course: 221     Type: Hands-On Training     Duration: 2 Days

Quick Enroll    

You Will Learn How To
  • Create Web content that serves business and audience needs
  • Cultivate a writing voice and style that serve both reader and stakeholder needs
  • Identify Web reader needs and challenges
  • Summarize content for improved clarity and scanning
  • Write organized content using effective headings, paragraphs and segments
  • Satisfy Web accessibility and Section 508 guidelines to broaden audience usability

Course Benefits
Writing for the Web is a unique skill, requiring concise and clear content to allow readers to quickly absorb information, and to easily navigate sites to find desired information. In this intensive course, you develop and sharpen skills to create compelling Web content that attracts visitors and provides value. Content writers and developers learn how to write for the online environment, including optimizing content for search engines and organizing information flow.

Who Should Attend
Those interested in creating, revising or maintaining Web content, including technical writers, Web content writers, managers, programmers and developers, and other professionals.

Hands-On Training
Hands-on exercises provide practical Web writing experience and include:
  • Designing content flow using MindManager software
  • Tailoring your writing to different audiences & needs
  • Identifying the characteristics & criteria of a good site
  • Writing like an editor to focus the message
  • Writing meta tags and links for improved search visibility and ranking
  • Transforming existing printed material into Web content
  • Capitalizing on tools to improve W3C and 508 accessibility compliance

Course 221 Content
Introduction
  • Defining the five Ws of Web content
  • Connecting good and bad Web site characteristics to the writer responsibilities
Organizing Your Approach
Integrating business and Web reader needs
  • Crafting content to support the organization's purpose
  • Capturing and focusing the reader's attention
  • Delivering value for information, service and product sites
  • Building credibility with quality writing
  • Identifying elements of a high-impact Web site
Adopting the S.M.A.R.T. criteria for Web pages
  • Developing effective content
  • Organizing and structuring reader-centric content
  • Constructing a powerful message
Identifying the Challenges of Web Writing
Reading and writing in the online environment
  • Identifying and writing for your audience
  • Applying the inverted pyramid principle
  • Technical realities of the Web environment
  • Optimizing writing techniques to complement online reader behavior
Applying a Web writing process
  • Expanding on the traditional writing process
  • Applying best practice checklists
  • Differentiating between programmer, designer and writer roles
Writing Content for an Effective Site
Creating pages that serve the audience
  • Match the need to the style
  • Mixing design and words appropriately
Structuring for clarity and flow
  • Organizational techniques for cohesion
  • Brainstorming with mind mapping methodologies
Structuring a site for readability
  • Formatting text layout to support reader processing
  • Shaping reader perception with appropriate aesthetics
  • Creating clarity throughout a site
Presenting a Targeted Message
Crafting a powerful message
  • The critical four Cs
  • The optional fifth C
  • Minimizing words without losing the message
  • Sequencing words and phrases
Applying consistency across Web pages
  • Relating the technologies of HTML, JavaScript and CSS to Web pages
  • Grammar and punctuation considerations
  • Making an impact with fonts and colors
Cultivating an appropriate writing voice
  • Comparing and contrasting writing styles
  • Matching the style to the audience
  • Avoiding words, phrases and writing techniques that slow readers down
  • Writing with less hype and more value
  • Covering a topic to the correct depth and breadth
Focusing on Reader and Business Needs
Drafting key HTML text
  • Creating title tags that serve three purposes
  • Adding text to graphics to support searching and text readers
  • Sorting through meta tags
Writing for search engine optimization
  • Identifying the three ways a reader finds your site
  • Five ways to help search engines
  • Ranking, visibility and popularity
  • Writing well for humans and search engines
  • Avoiding writing techniques that may get your site blacklisted
Clarifying legal rights and wrongs
  • Copyrights and trademarks on the Web
  • Capturing and using images legally
Enhancing Usability and Access
  • Distinguishing between usability and accessibility
  • Applying W3C and 508 accessibility guidelines to content
  • Identifying writing techniques that target accessibility
  • Deciding if compliance initiatives apply to your business

Related Courses
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Save as much as $2,350 on a Triple-Pack!

Writing for the Web: Skills for Reaching an Online Audience
Upcoming Dates
Jul 28 - 29, 2008
 Washington, DC (Reston, VA)
Aug 25 - 26, 2008
 Washington, DC (Rockville, MD)
Sep 29 - 30, 2008
 Toronto
Oct 6 - 7, 2008
 Ottawa
Oct 20 - 21, 2008
 New York

Writing for the Web: Skills for Reaching an Online Audience
Bring Learning Tree On-Site

Course Tuition
$ 1,750 Standard Tuition
Tuition with a Savings Plan
$ 830 10-Day Pass
$ 1,665 Training Passport
$ 1,830 Flex-Pass
$ 2,095 Voucher 10-Pack
$ 1,575 Alumni Gold Discount
$ 1,375 Government Discount
 

 

Writing for the Web: Skills for Reaching an Online Audience
Writing for the Web: Skills for Reaching an Online Audience
Course participants writing Web content.

CPE 11 Credits PMI 11 PDU 1 Hour(s) College Credit
Customer Service or Enroll: 1-800-843-8733