Virtual Classroom

Writing for Online Audiences

Discover vital ways to make digital content more readable, searchable and findable, using up-to-the-minute research.
DATE

19 & 26 Nov. 2026

TIME

9.00am–12.30pm

FORMAT

Virtual classroom via Zoom

WHAT'S INCLUDED

  • Completion certificate
  • CIEP upgrade points

PRICE

£375 + VAT

Why should I take this course?

You will learn how to design readable, useful and discoverable web content that enables users to complete their tasks quickly and painlessly, providing them with an excellent user experience.
Your company or organisation’s website is its shop window. Everyone has a website, but few people stop to think about it and spend time window-dressing. This course will help you to apply the latest theory and best practice to your website writing.

People read and behave differently online than in print or other media. There are particular rules and methods that you need to follow and apply if you want to keep visitors returning and ensure that your site is as attractive and sticky as it can be.
Benefits

Control how you learn & progress

Who is it for?

  • Content designers and anyone who creates or has responsibility for web content
  • agents
  • authors
  • bloggers
  • content editors
  • copywriters
  • marketers
  • publicists
  • UX designers
  • web editors
  • web managers

Learning outcomes

On completing this course you'll be able to:
  • exploit how people read on the web to write content people can act on
  • use plain English techniques to write more active, clear and concise copy
  • organise, structure and design content for online readers
  • write web content that is shareable across social media and easy to find on search engines
  • develop a site that reaches readers before they reach for the back button.

Programme

Day 1

  • Content design principles and why they matter
  • Understanding how people read online
  • How writing for the web is different from writing for other media
  • Planning online content
  • Structuring online content to keep the attention of your audience
  • Boosting readability and scannability

Session 2 

  • Writing clear and persuasive summaries, links and calls to action
  • Building trust online
  • Creating accessible online content
  • Writing to be found: designing search-engine optimised content
Details

What you need to know

Delivery

The course consists of 6 x 1-hour sessions including breaks, each a mixture of delivery and interaction using Zoom breakout rooms and other online tools. There will be 15-minute breaks between each session with the opportunity to do exercises and take a break.

The course will run on the same day across 2 weeks, split into 2 ½-day sessions in the morning from 9.00am to 12.30pm. The course includes homework set between the 2 sessions, with tutor feedback. Any information to be completed beforehand will be sent via email.

Zoom

To join the course, you will need access to a computer, tablet or laptop with a camera and microphone. The course will be delivered via Zoom Pro with attendant security levels. You will need to activate a free Zoom account to join the course. This takes 2 minutes and does not require any payment. It is purely for administrative purposes.

CIEP points

Completing this course is worth 5 points towards upgrading your CIEP membership.

Certificate

Upon completing the course you will receive a completion certificate from the Institute of Publishing.

Accessibility

Please contact us with any accessibility or special requirements, for example having in-session captions or the learning materials sent to you in advance.

In-company

This course is available for in-company training, either virtually or in person at your office. Course content is tailored to suit your requirements. Group sizes range from 5 to 12 attendees. To find out more, email us or call +44 (0)20 8874 2718.

What our students say about us

This one of the best online courses I have ever been to. Sue was so engaging and broke down information clearly whilst giving great activities, both as homework and throughout the sessions, to keep people engaged. Her approach was warm, and considerate, it made you feel at ease –especially when not knowing the answers to approaches! In terms of course content, everything covered was relevant, timely and accessibly. Overall, it really was an excellent course, one that you will come out with learning much more than you think! This course gave such a clear insight into how to write engagingly, concisely and ultimately, targeted for your audience.

- Bloomsbury Publishing delegate

Sue was such an engaging teacher, and I absolutely loved this course. Thank you Sue for your spot-on pacing, and for pitching the exercises at the right level - right amount of time and right amount of work to have the message sink in. I now understand how to edit for an online audience, and also the benefits of applying some of these techniques to print editing.

- Editor, Exhibitions and Galleries, Natural History Museum

What our students say about us

I loved it! The tutor was so friendly and welcoming, I felt comfortable and engaged the whole time. I’ve gained practical tips and advice on how to tailor my editing to make the content really work online.

- The Open University delegate

The teaching style was very good – clear, accessible, and engaging. I found the specific details about language the most useful content, such as sentence length and structure, high-frequency words, etc. This is informing my writing already

- Tearfund delegate

What our students say about us

I loved it! The tutor was so friendly and welcoming, I felt comfortable and engaged the whole time. I’ve gained practical tips and advice on how to tailor my editing to make the content really work online.

- The Open University delegate

The teaching style was very good – clear, accessible, and engaging. I found the specific details about language the most useful content, such as sentence length and structure, high-frequency words, etc. This is informing my writing already

- Tearfund delegate

About the trainer

Sue Davis

Trainer
ABOUT SUE DAVIS
Sue Davis has designed, produced and edited hundreds of websites for clients ranging from small charities and businesses to large NGOs such as UNICEF and global enterprises. When at Channel 4, she designed one of the first live blogs, for Time Team – blogging while the archaeologists found new treasures.

She has also presented TV series for the BBC (Computers Don’t Bite) and Sky TV (Download).

She currently helps clients with website metrics and analytics, performs expert usability reviews, conducts competitive reviews, advises on enterprise blogging, and designs and structures websites.