Web writing training

Spinning the web

Our hands-on web writing training breaks the online copywriting process into practical, bite-sized chunks to help you create web text that keeps web readers on your sites. These small, highly interactive classes are taught by experienced web content producers using real-world examples.

During the course you'll learn:

  • To think like your audience If you don't know who your users are, what they're like, or why they'd come to your site, you can't serve up content that works for them
  • How audiences read web pages We'll use the latest research to understand how web readers interact with digital content (including on mobile), how they scan, skim and scroll through text and what this says about how well your pages will perform. (Ever wondered about your high bounce rates? Start here)
  • Which structures work best for the way we read web copy – Exercises and examples will guide you through writing user-friendly web text for headings/subheadings, links, calls to action and more
  • Tips and techniques for writing concisely – Web readers don't want to waste their time with unnecessary text. Learn how to use plain English and tighten your copy
  • What keywords really are and what we mean by 'natural search' – Using the techniques learned during the day will automatically make your content easier to find on search engines
  • Why writing for social media needs a different approach – You'll practice taking news or information text and creating shareable content


£495 +VAT
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Get a 10% or 20% discount when you book on any 2 or 3+ different courses

Listen to your trainer, Felice, tell you all about the course

01min 39secs

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Related courses tend to run on consecutive dates.

Get a 10% or 20% discount when you book on any 2 or 3+ different courses.


What will you learn?


  • Planning: Goals & audiences
  • What makes good content
  • Evaluating your content
  • Understanding online readers
  • Writing for online readers
  • Web page elements
  • Signposting, lists and page titles
  • Standfirst: How to explain the page
  • Links and calls-to-action
  • Simple, direct, user-focused sentences


  • Choosing the right words
  • Features and benefits
  • What do your readers care about?
  • Evaluate your website
  • How people will find your web page
  • Writing for search
  • Writing for social media
  • Writing shareable headlines
  • Turning offline content into online content
  • Design, layout, font and styles

Private and bespoke training

Have us come to you and train your teams. We'll work closely with you to design a relevant training programme.

Get in touch


+44 (0)20 7423 6320


133 Park Street
United Kingdom

Nice learning environment, good learning, knowledgeable trainer, all in all very good experience.

Is this the right course for you?

This course is particularly suitable if you are:

  • New to web writing or have some experience and would like a refresher and to gain some formal training
  • Working in an environment where you have inherited web duties or you work in a marketing, IT, web writing or communications function
  • Looking to empower employees to write and contribute to your digital content

You might also want to attend our advanced web writing course which usually takes place the day after this course.

Meet Felice Hawley, your trainer

Felice is a journalist and editor who began web-based writing after 16 years at CNN. Felice has led large web launch and content migration projects across numerous sectors including government, financial services and IT.

She spends most of her days working with clients on large- and medium-sized projects to create content strategies, draft tone-of-voice guidelines and craft amazing copy. She can often be found trying to bridge the gap between clients' editorial/commercial teams and IT departments.

Felice is an incredibly experienced trainer and her enthusiasm for all things content is unbelievably infectious... as you'll find out if you attend one of her courses.

Who is our training for?

  • Individuals who want to learn in interactive classroom sessions

  • Teams can come to us or have a private course at their workplace

    More about private training

  • Organisations can be transformed by our bespoke 'Cultivate' service

    More about Cultivate

Check out all of our training courses...

  1. Learn the process

    You are here

  2. Get ideas & discover needs

    You are here

  3. Create the content

    You are here

  4. Design the interactions

    You are here

  5. Evaluate your product

    You are here

  6. Sell & support your product

    You are here

About the day


Courses start at 10am and finish at 4.30-5pm.


Breakfast, lunch and cakes, all from the amazing PAUL's bakery plus as much fresh coffee, tea, soft drinks and fruit as you like. Oh, and unlimited Prosecco at the end of the day.

Class size

No more than 10 participants - enough so you have other people to learn from but not too many that you're lost in the crowd.

What to bring

As well as your lovely self, you'll need a laptop and charger. Once you've booked, let us know if you don't have a laptop and we can lend you one of ours.

  • Venue: Purpose built for hands-on learning

  • Refreshments: Get very well fed whilst you're here

  • Community: Meet like-minded people

  • Hands-on: Activity-based learning

How to find us

Come and meet the whole team whilst you're here and hang out in our open plan office. We're right on the door step of Borough Market and The Globe Theatre.

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