Oxford Learning Lab - Digital Marketing Management: Web Copywriting

Web Copywriting

In this topic

Online the user is in charge. If they cannot understand what your website is about or what your offer is, they will quickly leave. Your online copy plays then, an essential role in grabbing the user's attention and keeping them interested. Yet writing for the web is different to writing for print and other media. There are different considerations when it comes to language, style, layout and content. You have to understand how to develop an effective 'tone of voice' and how to move the online reader through your site. This engaging, practical training course will show you how and help demystify online copywriting. This course will demonstarte how to build persuasive web pages that demand attention and engage with the user. You will learn - through a combination of theory and examples - how to craft successful digital copy from scratch right through the drafting and editing stages.

Course expert

Andrew Lloyd Gordon

Trainer and Consultant - Digital Marketing


Copywriting has a long history, however web copywriting requires a different approach to be successful. Which are the main differences versus the traditional paper copywriting? Find out more.

Writing a good copy for the web enables you to reach your stakeholders online through different platforms. Clearly this implies a different way of writing.

When writing a copy for a webpage you should think of both human and software readers./Learn 3 reasons to write a good quality webpage /main principles to write a good quality web copy and suggestions to make your page scanable.

Before starting to rewrite the whole copy of your webpage it is essential to take some preliminary steps such as setting up clear objectives your organization needs to achieve and define who your audience is.

How to catch your audience’s interest and push them to read the whole page and even deeper into your website? Learn some effective and practical tips and techniques of writing for the web.

How we define what is a good copy? There are some guidelines we can follow for a Clear, Useful and friendly copy. Headlines and subheadings should give valuable insights to the reader, so even if they are just scan reading, they can understand the content. Another very successful method is to argue against self-interest, tackling head on the customer’s doubts and answering them straight away.

There are more practical tips to make your web copy a good one: proper usage of links, well readable texts and a good review are the cherry on top.

Find here some examples of websites where the most important techniques of good copywriting for the web have been adopted: use of clear headlines, layout of the page, use of bullet points, etc.

A summary of what you have learned up to now and some recommendations to find more resources both online and offline.

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