We don’t read like we used to. In a linear fashion. Line by line. Page by page. Chapter by chapter. These days words are viewed more on screens than they are on paper. The web has turned us into skimmers and dippers - skimming online content until we see something interesting and only then dipping deeper. Which presents writers with a huge challenge. Because reading differently means writing differently.

This workshop is aimed at anyone whose words appear online. You might be contributing to a company website or writing for a blog. Composing hundreds of words or a 280 character Tweet.


In this fingers on workshop you’ll learn how to:

  • Put the important stuff at the top where it’s visible without scrolling. Its called front-loading.
  • Break larger blocks of text into shorter blocks, bullet points and lists.
  • Use hooks to capture attention.

And, whether you’re writing a light-hearted blog or a serious-minded website, you’ll discover how to make your point:

  • Clearly - confused readers click away fast.
  • Quickly - web users tend to be in a hurry.
  • Honestly - credibility builds trust.

We’ll also be covering:

  • Purpose - why writers need to be absolutely clear about what they want their words to achieve. What are they trying to "sell?”
  • Audience - who are they writing for? If it doesn’t work for the reader it won’t work for the writer.
  • Content - what to put in and what to leave out.
  • Structure - why the old-fashioned linear structure just doesn't cut it these days and what does.
  • Style - how to write with elan (that is with energy style and enthusiasm (it's from the French word elancer; to dart or throw)!

And, whilst it’s not the main focus of the workshop, we’ll be considering:

  • Some techy stuff – without getting too technical ways of inserting search engine-friendly terms that work for Google's legion of "bots" without seeming clunky to human readers.


This workshop is led by the former BBC broadcaster Richard Uridge. If you want to see how he writes then he blogs for work at http://blog.acmtraining.co.uk and for pleasure at http://richarduridge.com


To find out how other people rated this and other workshops click here to read their feedback. 


We can deliver this and any of our other courses in house. In fact, it's the way we deliver training to most of our bigger clients. Depending on the workshop we can cater for up to a dozen people at a time - sometimes more. Contact us with your requirements.


Social media
Media training
Presentation and public speaking skills

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What our clients say:

"An excellent course that was very well presented by a trainer who was clearly experienced in his field and put his message across in a relaxed and good humoured manner. Thank you."

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