Web-writing workshop: Reach Readers Online
Learn to make your webpages 124% more usable
You’ve read the numbers. You know that more than half of your audience members are receiving your emails, visiting your webpages and engaging with your social media channels via their mobile devices, not their laptops.
Problem is, reading on a smartphone is as different from reading on the web as reading on the web is different from reading print. You might as well read War and Peace through a keyhole.
- People spend half as long looking at webpages on their mobile devices as they do on their desktops.
- They read 20% to 30% slower online.
- It’s 48% harder to understand information on a smartphone than on a laptop.
- They click 40% less often on mobile, thanks to fat-fingers/no-bars syndrome
In this environment, how do we reach readers online?
In this writing workshop, you’ll learn out-of-the-box, proven-in-the-lab web-writing techniques. You’ll learn how to boost webpage usability more than 124% (Nielsen Norman Group) with just three simple tweaks.
“After using Ann’s headline-writing techniques, we saw the clickthrough rate on our featured video increase by 434% to 821%.”
— Cindy Javelet, communication coordinator, City of Arvada
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Get a customized workshop at your convenience.
What you’ll learn in this writing workshop
In this web-writing workshop, you’ll learn 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.
So how can you write web copy that reaches readers where their eyes are? (Hint: The inverted pyramid is not the answer!) Learn a 1-2-3-4 Test you can use to put your message where web visitors’ eyes are.
Think Outside the Pyramid
Learn a structure that’s been proven in the lab to grab readers’ attention, pull them through the piece and leave a lasting impression. (The structure you’re using now has been proven in the lab to reduce reading, understanding, memory and satisfaction.)
Plus: Learn three creative writing techniques that work well for web leads.
Cut Through the Clutter Online
What’s “slightly annoying” on a desktop can be “overwhelming” on a smartphone, according to the authors of User Experience for Mobile Applications and Websites.
How do you avoid overwhelming mobile visitors? Use a cool tool for testing your webpage’s clarity. And find out how to get your online paragraphs read by passing the 1-2-3-4-5 Test.
Reach Readers Where They Look
Web visitors read, on average, 20% of words on the page (Weinreich, et al.) So how do you reach nonreaders?
Make sure even flippers and skimmers can get the gist of your message — without reading the paragraphs — when you pass The Skim Test. And help readers measurably boost understanding, memory, satisfaction … in half the time.
Let Ann help you write your message.
In our Master Classes, you’ll get feedback from Ann on quick writing assignments. You’ll watch as Ann edits your homework live in class. And you’ll learn from your colleagues’ feedback as well. That’s how we put the master in the Master Class!
Who should attend this writing workshop
Join us in this online class if you are a:
- Blog post writer
- Content-marketing writer
- Digital marketing writer
- Mobile marketing writer
- SEO content writer
- Social media writer
- Sustainability marketing writer
- Web content writer
- Webpage writer
About the writing workshop trainer, Ann Wylie
Ann has earned 60 communication awards, including two International Association of Business Communicators Gold Quills — the Pulitzer Prizes of corporate communications. Now she shares her award-winning techniques with other communicators via her writing workshops.
Ann’s training business has taken her from Hollywood to Helsinki. There, she helps communicators in organizations like Coca-Cola, Toyota, Salesforce and Eli Lilly polish their skills and find new inspiration for their work.
Are you ready to be loved by web visitors?
The folks at the Nielsen Norman Group have identified 335 obstacles to reading on a smartphone that don’t exist when reading on a laptop. No wonder Jakob Nielsen says, “The phrase ‘mobile usability’ is pretty much an oxymoron.”
Are you ready to overcome these obstacles to reach readers online and achieve your digital marketing goals? Then don’t miss out on this web-writing workshop.
“This was the best writing workshop I’ve ever taken. It was packed with best practices backed up by research.”
— Liz Carmack, senior communications specialist, Texas Association of Counties
Get a customized workshop at your convenience.
Learn about our other online writing classes.
Questions? Please contact Ann.