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Description

Writing for the Web: Structuring, Writing and Optimising Online Content

Write pages and articles that read well on screen and prompt the action you expect

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Text designed for print reads poorly on screen: long paragraphs, key information buried at the bottom of the page, headings that announce nothing. Readers scan, fail to find what they are looking for and leave. Content is produced in volume, yet its effectiveness is never verified.

Two days to acquire the reflexes of online writing: inverted-pyramid structuring, headlines and introductions, sentence rhythm, calls to action and consideration of search visibility criteria. Exercises are based on pages and articles actually published by the participants.

Learning objectives

  • Structure content according to the inverted pyramid logic
  • Write headlines, subheadings and introductions that announce the content
  • Adapt rhythm and vocabulary to on-screen reading
  • Integrate keywords without harming readability
  • Formulate clear calls to action placed at the right point

What makes this programme different

Each participant rewrites a page from their own website during the session
Texts are put through a rapid-reading test by the other participants
A web proofreading checklist is built collectively and taken away

Programme

1Reading and writing on screen

Understanding how readers scan a page

  • Identify the zones of a page that are actually read
  • Apply the inverted pyramid to existing content
  • Break information down into short units
  • Choose between a page, an article and a fact sheet according to intent

2Headlines, introductions and structure

Making readers want to enter the text

  • Write a headline that announces a benefit or an answer
  • Write a standfirst that summarises the essentials
  • Build subheadings that support diagonal reading
  • Craft strong paragraph openings

3Style and readability

Writing short without writing thin

  • Shorten sentences and remove unnecessary constructions
  • Favour active verbs and the reader's own vocabulary
  • Handle lists, call-out boxes and links
  • Adapt tone to the brand and the channel

4Search visibility and action

Being found, then prompting action

  • Place keywords in useful zones without overloading
  • Write the title and description for search results
  • Formulate an explicit call to action
  • Verify a page's effectiveness after publication

Who is it for

Communication officers · web copywriters · marketing assistants · community managers and anyone producing content for a professional website or blog.

Prerequisites

Confident writing skills in English.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.