Learning outcomes

By the end of this course, participants will be able to:

• Analyse the needs, motivations and behaviours of website readers

• Explain how web writing fits within a broader content strategy

• Apply principles of online reading behaviour to structure content effectively

• Write clear, concise web content using plain English and short sentences

• Use the inverted pyramid structure to prioritise key messages

• Edit text for readability, impact and tone

• Format content using best-practice web design techniques

• Apply accessibility principles to ensure inclusive content

• Optimise content for search engines using natural keyword integration

• Use AI tools appropriately to polish and refine web content

The communication process on the web

• Who are the readers of your website?

• Why readers come to the website

• How website information fits within a broader content strategy

• What makes writing for the web different from other forms of writing

• How readers scan and read website content

• Engagement metrics and common drop-off points

General principles of effective web writing

Editing techniques to enhance quick readability:

• Sentence length and structure

• Main message first in sentences and paragraphs

• Using the inverted pyramid

• Active versus passive voice

• Using verbs to drive action

• Plain English and appropriate word choice

• Eliminating excess words

Formatting techniques for the web

• Headings to support scanning

• Chunking information

• Bullet points for readability

• Two-thirds text and one-third white space

• Pairing text with images, videos, hyperlinks or infographics

Tone and accessibility

• Using pronouns to connect with readers

• Avoiding clichés and vague language

• Selecting words that enhance comprehension and trust

• Accessibility considerations for inclusive content

Using AI to support web writing

• Appropriate use of AI tools

• Dos and don’ts for AI-assisted editing

Search engine optimisation (SEO)

• Choosing words people use to find content

• SEO principles for web writing

• Natural integration of keywords

• Avoiding keyword stuffing

• Metadata basics