Achieve online success with effective, accessible web copy

Flourishing copy house, Orange Tree Studios, will be hosting the first of its 2010 writing workshops at its studios in Johannesburg on the 27 January. An indispensable event for anyone who has to create or edit content for the web, the popular Writing for the Web Workshop reveals what is different about the way people read and process information online and how to write effectively for an online audience.

“With industry experts agreeing that the online environment is going to play an even more important role this year, now is the ideal time to really get to know this medium and how to use it,” enthuses Malcolm Stone, senior writer and facilitator at Orange Tree Studios. “The workshop draws on the latest studies and research, converting the insights gleaned into practical techniques and tools that can be applied to any online content straightaway.”

Suitable for seasoned and novice writers alike, the Writing for the Web Workshop is divided into two, half-day (three hour) sessions. The sessions are held a few days apart to give participants enough time to complete the brief ‘homework' tasks set and the facilitator time to review them and provide detailed feedback.

As well as analysing how audiences read online and what this means for us as writers, the Writing for the Web Workshop covers the essential principles and conventions of great web copy, how to adapt print content for the web, what you need to know in terms of Search Engine Optimisation (SEO), as well as how to develop your own style as an online writer and how to connect with your reader and write with impact.

“While the workshop is focussed on teaching you practical techniques and tools that will make your copy more accessible, effective and polished, it is very informative and insightful as well,” explains Stone. “In fact, many people are surprised to discover that writing for the web is not simply a case of taking their copy and publishing it online. It's a great place to test your assumptions and what you think you know.”

Professional freelance writer, Andrea Slater, agrees. She attended the workshop in 2009 and was fascinated by the implications of the research. “I really enjoyed the workshop,” confirms Slater. “Malcolm is very authoritative and yet relaxed. It feels like your mate is filling you in on what he knows, which keeps it lighthearted, but informative and I found it very easy to retain the large amount of information shared.”

An accomplished editor and writer, Malcolm Stone, has written for numerous South African and international magazines and held senior editorial positions on several European publications. His work has also been regularly featured in Unisa English Study Guides. He has been writing web copy since 2000 and has helped over 250 organisations develop their online content, including Absa, Clover and Internet Solutions.

For further information about the Writing for the Web Workshop, or any of the other writing training offered by Orange Tree Studios, either download the workshop brochure from http://www.orangetreestudios.co.za/WFTW Training Brochure.pdf or contact Orange Tree Studios directly on +27 (0)11 786-5790 or email: .