Good writing is the simplest way to improve the effectiveness of a website and related digital communication. This one-day course explains the role of copy and the copywriter in planning and executing an effective digital strategy. This course introduces the key principles of marketing copywriting for digital media, including web and email campaigns, and explains why good copywriting should extend to every element of every page of your website. It uses a rich combination of tuition, case studies and practical exercises to deliver a highly effective day of learning.

Course structure

Defining the online customer experience

• How is digital media consumed?
• Using online to influence behaviour
• Creating and using customer scenarios

Creating a content strategy

• Creating a content map
• Planning web site content
• Writing for different audiences

Copywriting basics

• Creating a compelling proposition
• Building an argument
• Effective call to action

Why is digital different?

• What we can learn from web usability studies
• Importance of ‘hidden’ text
• Copy length/legibility issues
• Message prominence

Main components of web copy

• Headlines
• Body copy
• Call to action

Writing ‘drive to web’ activity

• Search engine optimisation
• Banners & buttons
• Syndicated content
• Email

Measuring success

• What is success anyway?
• What kind of data is available?
• How can it help writers
• Progressive optimisation of digital content

About the course leader

Mike Teasdale is Creative Partner at Harvest Digital (www.harvestdigital.com) - a specialist online marketing agency. Harvest Digital helps clients to exploit online marketing opportunities, including email, online advertising, search engine optimisation, microsites and tracking/reporting. Current clients include Tesco Personal Finance, Monster, Norwich Union and the BBC World Service. As Creative Partner, Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink (www.answerthink.com), where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National.
He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others. Mike makes regular contributions to Internet publications and industry groups. He has a BA and MA in English Literature from Leeds University and is a visiting lecturer at the University of Westminster.