The right words on the right webpage can turn strangers into visitors, visitors into prospects and prospects into clients ...
As a result, you wind up with:
But just three simple writing tweaks can make your webpage 124% more effective.
So how can you structure for screens, write for humans, focus on visitors and drive readers to act?
In Ann Wylie’s writing-for-the-web training, you’ll learn scientific, proven-in-the-lab ways to write webpages that get read — and that get results.
“A great course for virtually every level of web writer, from beginner to expert.”
— Jill Stueck
corporate affairs director, AT&T
Agenda
for this writing-for-the-web training
In this writing-for-the-web training, you’ll learn to how to:
Get To the Point Faster.
Web visitors spend 74% of their time on the first two smartphone screens — just 26% on all of the other screens. Put your messages where web visitors’ eyes are with the 1-2-3-4 Test.
Think Outside the Pyramid.
Learn a structure that’s been proven in the lab to grab readers’ attention, pull them through the webpage and leave a lasting impression. (The structure you’re probably using now has been proven in the lab to reduce reading, understanding, memory and satisfaction.)
Cut Through the Clutter Online.
What’s “slightly annoying” on a desktop can be “overwhelming” on a smartphone, according to the Nielsen Norman Group. Avoid overwhelming mobile visitors by using a cool, free tool to radically improve your webpage’s reading ease.
Reach Readers Where They Look.
Web visitors read, on average, 20% of words on the page (Weinreich, et al.) Get the message across to flippers, skimmers and other nonreaders when you pass The Skim Test.
Outcomes from this writing-for-the-web training
After this training, you and your team members will be able to:
Simplify SEO with a cool tool.
Make your webpage 124% more usable with three simple changes.
Boost click-throughs. You’ll know how to write links that get clicked and CTAs that get acted upon — even though mobile visitors click 40% less often because of “fat-fingers/no-bars” syndrome.
Get the message across. You’ll be able to make your webpage measurably easier to read on any device. That’s important, because readers find it 48% harder to understand information on a smartphone than on a laptop.
“Even if you’re a seasoned writer, there are major takeaways from this presentation. Little things you can do to capture attention, be more concise, and make your content more readable to a mobile audience.”
— Tom Bartsch
brand journalist, Sentry Insurance
training formats
Whether you have an hour or 10, you’ll find a training format that works for you.
| Master Class Master Ann’s full system for web writing. | Everything in this agenda | ✔︎ | ✔︎ | Five 2-hour sessions | Two 6-hour days |
| Workshop Learn Ann’s full system for web writing. | Everything in this agenda | ✔︎ | ✗ | Four 90-minute sessions | One 6-hour day |
| Mini Master Class Master one topic. | A single topic from this agenda | ✔︎ | ✔︎ | Two 90-minute sessions | Three-hour session, available at Ann’s full-day fee |
| Webinar Learn one topic. | A single topic from this agenda | ✔︎ | ✗ | One 90-minute session | 90-minute session, available at Ann’s full-day fee |
Add writing guidelines to any training.
Get everyone on the same page with written checklists and guidelines — all customized with before-and-after examples of your team’s work.
Bonus
Your team will see during class “how Ann would have written it.”
About your writing-for-the-web trainer
Ann Wylie, CSP, works with communicators who want to reach more readers and helps organizations that need to get the word out.
Her workshops take her from Hollywood to Helsinki, helping communicators in organizations like Coca-Cola, Toyota and NASA polish their skills and find new inspiration for their work.
She helps organizations like FedEx, Sprint and the Mayo Clinic launch or revitalize their communication channels and produce more engaging messages.
Before starting her writing-training firm, Ann worked as a PR professional in a boutique PR firm, produced an internationally-award-winning employee communication channel for Hallmark Cards and served as editor of an executive magazine.
Ann’s work has earned more than 60 awards, including two International Association of Business Communicators’ Gold Quills — the Pulitzer Prizes of business communications.
Learn new writing tricks, trends and techniques
81% of ‘readers’ don’t read
Are you
ready to
make your
readers
We can’t wait to work with you!