“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, APR, manager, internet communications, Alberta Public Affairs Bureau
Nikki Van Dusen

Reading your webpage on a smartphone cuts comprehension by 48%, attention by 50% and reading speed by 20% to 30%. Now what?

Until June 12 only: Master proven-in-the-lab techniques for overcoming the obstacles of reading on the small screen to reach readers on the go …

Dear Communicator,

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.

Writing For the Web and Mobile

Make mine to go Master a four-part system for reaching readers on their smartphones at our mobile web-writing Master Class on June 12-13 in Chicago.

PRSA - Public Relations Society of America logo

Save $100 when you book by March 1 April 1 – deadline extended!

Problem is … reading on a smartphone is as different from reading on the web as reading on the web is different from reading print:

  • What’s irritating on a laptop can be overwhelming on a smartphone.
  • Reading your webpage on a smartphone is like reading War and Peace through a keyhole.
  • It’s not easy to get the word out on a 3×6-inch screen.
Mobile meltdown?

Mobile meltdown? It’s not easy to reach readers on their smartphones.

In fact, the folks at the Nielsen Norman Group have identified 335 obstacles to getting the word out on mobile devices that don’t exist on laptops.

“The phrase ‘mobile usability’ is pretty much an oxymoron,” says Jakob Nielsen, principal of Nielsen Norman Group.

In this environment, how do we reach readers online?

The good news is, best practices for web and mobile copywriting can help. In fact, just three simple tweaks have been proven in the lab to boost usability more than 124%.

“Not a tiny tweak but new form of writing.”
— Eve Gelman, APR, director of marketing, communications, events and business development, Peddler’s Village Partnership
Eve Gelman

APRs: Earn 4 maintenance points!

At my Writing for the Web and Mobile Master Class on June 12-13 in Chicago, you’ll learn those three tweaks. Plus, you’ll learn how to …

1. Tap proven-in-the-lab best practices for reaching readers on the small screen …

In this workshop, you’ll learn how to:

Lift Ideas Off the Screen

Reach nonreaders with display copy

People spend 96% of their time on websites looking, not reading, according to a Xerox PARC critical incident study.

Lift ideas off the screen

“People read paper,” says TJ Larkin, Larkin Communications Consulting. “They use the web.”

Because even highly educated web visitors read, on average, just 20% of words on the page.

Indeed, web visitors read, on average, 20% of words on the page, according to an analysis of 50,000 page views of European computer scientists, psychologists, sociologists, engineers.

So how do you reach nonreaders on the small screen? In this session, you will learn to:

  • Pass The Palm Test. Improve reading time, comprehension and satisfaction with one quick trick.
  • Take five simple steps to write links that get scanned and clicked.
  • Use a six-step process to transform your bulleted lists into freestanding information packages that lift key messages off the screen for nonreaders.
  • Bust the myth of page view time: Measurably boost understanding, memory, satisfaction — while taking readers 50% less time.
  • Pass The Skim Test: Make sure even flippers and skimmers can get the gist of your message — without reading the paragraphs.
“Simply life changing!”
— Jose Romero, technical product manager, NXP Semiconductors
Jose Romero

Get to the point faster

Because web visitors spend 80% of their time above the fold

Consider the numbers:

  • Web visitors spend 80% of the time above the fold, or on the first screen of a webpage, and just 20% below the fold.1
  • Material near the top of a webpage gets 17x the attention of that near the bottom.2
  • The average difference in how users treat information above vs. below the fold is 84%.3

Get to the point faster

Reach readers where their eyes are.

But where’s the fold? Content that shows up above the fold on a 30-inch monitor can take as many as five screens on a smartphone.4

So how can you reach your readers where their eyes are? In this session, you’ll learn to:

  • Pass the 1-2-3-4 test to put your message where web visitors’ eyes are. Tip: Try this simple test on your smartphone for best results.
  • Make it a mullet — and 4 more steps for writing effective web heads. (No. 5 is the most important thing you can do to improve the ROI of your site.)
  • Optimize webpages for Google and humans with our three-part test. Note: If you’re still using SEO tricks you learned in the ‘oughts, Google may be penalizing your pages.
  • Don’t drop the deck. Learn to make the most of the best-read element on your webpage.
  • Steal headline-writing tips from the BBC — the source of the best news heads on the web, according to Nielsen.
“All writers of mobile content should attend.”
— Cean Burgeson, senior content creator, Whirlpool Corp.
Cean Burgeson

Master the Temple Structure

It’s been proven in the lab to be more effective than the form you’re using now

At my Writing for the Web and Mobile Master Class on June 12-13 in Chicago

  • Attract 300% more readers and 520% more reading (Groove HQ)?
  • Get more social media shares (Reuters Institute)?
  • Boost readership, understanding, engagement, interest, satisfaction and more (The Poynter Institute, The Readership Institute, the American Society of News Editors and the Newspaper Association of America)?

Master the Temple Structure

Are you using a structure that’s been proven in the lab to:

  • Attract 300% more readers and 520% more reading (Groove HQ)?
  • Get more social media shares (Reuters Institute)?
  • Boost readership, understanding, engagement, interest, satisfaction and more (The Poynter Institute, The Readership Institute, the American Society of News Editors and the Newspaper Association of America)?

Learn a structure that’s been proven in the lab to increase readers by 300% and reading by 520%.

If not, why not?

In this session, you’ll learn a structure that’s been proven to grab readers’ attention, pull them through the piece and leave a lasting impression. Specifically, you’ll learn how to:

  • Start your webpage with a bang with four types of web leads to try.
  • Avoid three leads that reduce online reading — including one that’s been proven in eyetracking studies to make people skip your first paragraph.
  • Tap three secrets of successful subheads. This “may be the most important thing you do” to improve usability of your webpage, according to the authors of How People Read on the Web: The Eyetracking Evidence.
  • Get mobile visitors past the first screen of their smartphones with best practices for mobile menus.
  • Get out of your own way by removing four items from the top screen that may be getting between your mobile visitors and your message.
“How to shape writing for mobile – very concrete take-aways for evaluating my program’s communications.”
— Aimee Fasnacht, associate director, alumni relations, Franklin & Marshall College
Aimee Fasnacht

Cut Through the Clutter Online

Because “short is too long for mobile”

“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.

Cut Through the Clutter Online


  • It’s 48% harder to understand messages on a smartphone than on a laptop.
  • People read 20% to 30% slower online. But they read about 30-milliseconds-a-word slower on mobile devices than they do on desktops.
  • Attention spans on mobile devices are 50% shorter than on laptops. So while mobile reading takes longer, people spend less time on a page when reading on their phones.

How do you avoid overwhelming mobile visitors?

Learn three tweaks that will increase webpage usability by up to 124%.

In this session, you will learn proven-in-the-lab best practices for increasing webpage usability up to 124%. Specifically, you’ll learn how to:

  • Pass The 1-2-3-4-5 Rule for online paragraphs. Tip: Test it on your smartphone for best results.
  • Increase usability by 58% with one simple step.
  • Make long webpages easier to read on a smartphone with three quick tips.
  • Use a cool — free! — tool for testing your webpage’s clarity. Get a paragraph-by-paragraph analysis of ways you can measurably increase readability.
  • Avoid The Mobile Paradox: The No. 1 activity for mobile users is wasting time. But mobile users get “visibly angry” at verbose sites that waste their time. How do you avoid enraging readers?
“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
Liz Carmack

Get a Web-Writing Workout With Wylie

Build your writing muscles – and make your webpage oh, so attractive

In the crunch of writing headlines and meeting deadlines, it sometimes seems as if there’s not enough time to pause and consider how you’re doing. But in our practice sessions, you’ll get a great opportunity for reflection and improvement.

Get a Web-Writing Workout With Wylie

Bring your laptop and a story to work on. You’ll get a chance to write and rewrite, get and give feedback, and leave with a totally rewritten piece. In these practice sessions, you’ll:

  • Master the techniques you learn in the workshop by applying them immediately. (That’s how we put the “Master” in the Master Class!)
  • Gain valuable insights on your work from your peers and from Ann.
  • Learn to analyze and improve others’ writing — the best skill you can develop for editing others or improving your own work.

Make Ann your personal writing coach.

“Ann’s information was relevant and important for success, for writing for device reading. Run, don’t walk to her session.”
— Sandra Knight, APR, corporate communications leader and strategist, Smith Group JJR
Sandra Knight

2. Stop battling reviewers in the approval process …

I empathize with communicators who have to fight comma by comma for approval from people whose only writing credential is that they didn’t flunk out of Mrs. Brown’s third-grade English class. (I once had to run a piece by nearly 100 reviewers, so, believe me: I. Feel. Your. Pain.)

“I love that it was backed up by so much research. It will make our jobs easier when we go back and sell these ideas to our organization!”
— Emily Linendoll, assistant director of communications, Northeastern University
Emily Linendoll

But I also think that one reason we’ve inherited such an unbearable approval process is that as a group, communicators haven’t done a very good job of explaining the art and science of what we do.

After all, you wouldn’t buy the argument, “Sentences are supposed to be short!” But, “According to the American Press Institute’s research correlating sentence length with comprehension, this 42-word sentence will get less than 10% comprehension”? That’s a data point you can sell to management.

The ability to talk about what works and why — and to back that talk up with proven, scientific evidence — is one of the best ways I know to gain more control in the approval process.

“It’s a fantastic course that helped me improve my writing and get it approved by the powers that be.”
— Karen Saari, copywriter, Madison Area Technical College
Karen Saari

Knowledge really is power: In this class, you’ll learn the relevant research you can use to support your ideas and sell your techniques to management.

3. Master new skills with practice and feedback …

I used to love being a writing coach — sort of a personal writing trainer — working 1-to-1 with writers and seeing their work get better and better and better with each draft.

“The piece I worked on at the workshop has improved measurably.”
— Scott Worden, manager, corporate communications & PR, Magna International
Scott Worden

But over the years, as my corporate and public training business has grown, I’ve had less and less time to work with individuals. A few years ago, I finally had to stop saying “Yes!” even to writers who were willing to pay my $750-an-hour fee to develop their biggest financial asset — their writing skills.

That’s why I love our Master Class practice sessions.

You’ll have a chance to master the techniques we discuss in class by editing and rewriting your own work. I’ll get to look over your shoulder and provide quick suggestions to improve your headlines, your leads, your message angle, your clarity.

“I love how interactive it was and that we went through real-life examples of others’ work.”
— Elyssa Bernstein, communications specialist, Commonwealth Partnerships
Elyssa Bernstein

Then — if you think my insights are valuable — you’ll have a chance to get a formal critique from the billion-dollar brain trust of professional communicators in the room. I always get new ideas in these sessions, and I’ve been teaching this stuff for 20 years!

To say that you’ll leave with a completely rewritten piece is an understatement.

BONUS: Plus, a few weeks after class, you’ll receive a compilation of everyone’s work, so you can steal approaches from and be inspired by your classmates’ progress, as well.

“Fantastic blend of teaching, real-life examples, group discussions, practice, and peer reviews.”
— Holly White, communications specialist, RETTEW
Holly White

I want in! But how do I convince my boss?

I’ll handle the boss. (Or I am the boss!) Just sign me up.

Don’t miss out: Save up to $300 — plus, earn a bonus worth $97 when you register early …

The web writing Master Class runs from 9 a.m. to 4 p.m. on June 12-13 at the Joan Wish Center at the DePaul University Loop Campus in Chicago.

Writing For the Web and Mobile

Hot topic! Most of the tickets to our one-and-only 2018 mobile-writing workshop are long gone. But you can still grab a seat if you act fast.

The fee for both days is just $1,195. (There are many ways to save, but you need to act now.)

That’s little more than I used to charge for an hour of my time for a one-on-one coaching session — and a fraction of the cost of bringing me to your company for a one-day workshop.

“The best writing course I’ve had in more than 20 years in the communications field.”
— Danice Wilson, director, communications, KBR
Danice Wilson

The sooner you book, the more you save.

You have my promise that the Master Class will be the best money you invest this year on your professional development. But here are five ways to get the most training for your investment:

  1. Save $100 when you register by March 1 April 1 – deadline extended!
  2. Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.)
  3. Save $100 each when you bring two or more colleagues. Save $50 each when you bring one colleague. (Big group? If you have 10 or more colleagues who would benefit from training, let’s see whether a customized, in-house writing workshop makes more sense.)
  4. Save up to $450 on follow-up learning tools, subscriptions and coaching sessions when you upgrade to our Gold, Platinum and Diamond levels.
  5. Earn a free, 3-month subscription to Rev Up Readership — a $97 value — if you’re among the first 5 to register. SOLD OUT!
“Absolutely the best money I’ve ever spent. I learned more about writing for my audience from Ann in one day than I have in any other seminar.”
— Carrie Behounek, marketing communications coordinator, COPIC Companies
Carrie Behounek

Read all the fine print.

Another reason it pays to be fast …

Our training room — an absolutely perfect facility for learning — is comfortable and convenient. However, it’s not huge. So I’m afraid the Master Class is strictly limited to the first 40 people who register.

Unfortunately, if yours is the 41st registration we receive, we’ll have to tell you we’re sorry, but we’re full. To avoid being disappointed, please register now.

Download a one-page summary about this class (PDF).

Layoff-proof your job; build your business; and cut to the front of the line for raises, promotions and awards …

Why not make 2018 the year you become the go-to person for reaching readers on the small screen?

After all, someone’s got to be the communicator knows how to overcome the 335 obstacles to reaching readers on mobile devices … the one who knows how to get the word out on a 3×6-inch screen … the one who knows how to reach readers where they are — on the go.

Might as well be you.

“The best training I have ever been to.”
— Rachel Dupont-Yeganeh, internal communications coordinator, JTI
Rachel Dupont-Yeganeh

How would that change your year? How could that change your life?

Let’s find out! Join me for Write for Mobile on June 13-14 in Chicago. Register now.

I look forward to seeing you there.

Ann Wylie

Ann Wylie

Still have questions?
Here’s our FAQ


So you can’t afford to enroll in this class? I received an email this morning from a writer who said she really needed this Master Class but couldn’t afford to attend.

Communicators! If you make your living writing, your writing skills are your No. 1 financial asset! Fail to invest in your skills today, and you certainly won’t be able to afford this class tomorrow. What’s your personal annual budget for investing your skills and success?


Can I just order the video? Sorry, no videos on this one. No audio recordings. No e-book in the offing. No webinars at a later date. No materials I can send you if you can’t make it.

The only way to learn to Write for Mobile is to be in Chicago on June 12-13.

“One of the best career experiences I’ve had.”
— Scott Worden, manager, corporate communications & PR, Magna International
Scott Worden

Questions? Ann@WylieComm.com; 503-954-2289.


[1] Nielsen Norman Group

[2] ClickTale

[3] Nielsen Norman Group

[4] Briggsby