Harlequin Training

Understanding users

• The difference between online and offline consumption of text
• Who uses your website?
• How your audience uses content

Content production process

• Different types of content
• Keeping it all up to date
• Considerations for content management systems

Principles of web writing

• Techniques to produce targeted, relevant copy
• Scan-ability and navigation
• Inverted pyramids
• Click depth and page structure
• A little journalistic flair – the direct approach

Re-purposing content for the web

• Chunking down – breaking into small focused chunks
• Sentence and paragraph structure
• Self-contained copy units
• Navigational and link text brevity
• Skimming support

Working with a style guide

• Brand identity and corporate essence
• Tone of voice
• Developing consistency
• Nail down terminology
• Visual style and using style sheets
• Link targets and highlighted words
• Proof reading

The art of webifying

• Practical exercises designed to improve your ability to write clear, concise, user-friendly, brand-focused copy

Questions and answers