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Writing SEO Copy for Websites

Learn how to write effective pages for your website.

Websites are a vital tool for businesses and companies to showcase their products and services. The copy on those pages has become increasingly important, as Google ranks those websites with quality writing higher in search engine results.

All websites have a number of static
pages that need to be well written, from the Home page, the About Us page all the way through to FAQs and the Contact Us page.

This course covers how to write web pages using the latest SEO skills. It teaches you how to make the most impact with your writing, and how to attract the most relevant readers/ customers to your website.


You will learn:

  • Key web writing and SEO strategies
  • How web writing is different to print
  • Important copywriting basics
  • How to write a Home page, Landing page, Product page, FAQ, Contact Us page and Careers page.
  • How to draw readers to your website.

N.B. This course focuses on writing excellent static pages. If you need to learn how to write articles for websites and blogs (pages that you will be constantly adding to your website), we have a number of specialised courses for this (Writing Articles for Websites and Blogs and Magazine Journalism)
Writing Web Pages


“Lorraine was simply brilliant! I really enjoyed receiving her feedback and can already see the improvements in my work as a result of this course.”

Sarah McCay Tams, Writing SEO Copy for Websites Course



Course Details:


Students must complete:


Admission Requirements:

  • Cost: £ 395.00
  • Modules: 6 Modules over 100 pages
  • Duration: Course can be completed at own pace within six months
  • Start date: At any time; applications all year round
  • 13 writing assignments of varying length with feedback on each.
  • Basic writing skills are essential
  • Computer skills, e-mail and Internet access required
  • No previous tertiary qualification required


Tutor for this course:

Lorraine Forrest-Turner | Tutor for UK Writers College Lorraine Forrest-Turner is a freelance copywriter, communications skills trainer, author and playwright.

She has worked on all sides of the words business – publishing, journalism and marketing communications – and specialises in business and marketing copy for companies such as BMW, Akzo Nobel, 3M and the National Health Service. She also writes and delivers training and coaching programmes on writing web content, press releases, magazine articles, business copy, grammar and proofreading.

Lorraine is a member of the Professional Copywriters Network, the Chartered Institute of Public Relations, the Public Relations Consultants Association and Slough Writers Group. She hails from Aberdeen but has lived in Berkshire and Buckinghamshire most of her adult life.

You can read more about Lorraine here >


Course Curriculum

Module 1 – Getting the basics of web copy right

  • Content or copy? Is there a difference?
  • Is online writing really different?
  • Why people use online platforms
  • How people read online content
  • How the way we read online affects writing for the web
  • Dealing with the ‘dip in, dip out’ audience
  • Different copy for different websites
  • Two assignments

Module 2 – Good web copywriting practice

  • What is copywriting?
  • What makes it different to other forms of writing?
  • The seven stages of effective copywriting – audience, objective, message, structure, style, drafting and editing
  • Two assignments

Module 3 – Different web copy for different web pages

  • How websites have changed in recent years
  • Writing the Home page
  • Writing the About Us page
  • Examples of good home and about us pages
  • Two assignments

Module 4 – Different web copy for different web pages(continued)

  • Landing pages
  • Why do organisations use landing pages?
  • How to write a landing page
  • How to drive traffic to a landing page
  • Two assignments

Module 5 – Different web copy for different web pages(continued)

  • Products and services pages
  • FAQs
  • Case studies and/or testimonials
  • Information and advice pages
  • Creating news, articles and features pages
  • Writing contact pages
  • Careers, current jobs and recruitment pages
  • Three assignments

Module 6 – How to write web copy that appeals to both humans and search engines

  • What is SEO and what factors affect it?
  • What are keywords and how important are they in SEO?
  • Why writing good content is the best way to improve your SEO
  • Organic and paid for searches
  • How to format copy for web pages
  • How to write good page titles, headlines and hyperlink copy

“ I found the course intense but enlightening. Intense in the sense that I really had to apply my mind. I’ve learned that it required not just creative writing but technical writing too. Teaching my brain the balance between right and left brain writing was quite something, but the overall product was always great. Lorraine is a wonderful tutor. She is firm, helpful and clearly very knowledgeable. I love studying through the college; it’s always educational and pleasant.”

Noreen Arangies, Writing SEO Copy for Websites Course




How does the course work?

Detailed class notes covering the content of each module are e-mailed to students. At the end of each module, students will be required to complete writing exercises. In total, the course includes 13 writing assignments, all of which count towards the final result of the student.

Once the writing assignment has been completed, and e-mailed to the lecturer, an assessment and feedback will be sent to the student, and the module will be considered complete. Students can also participate in ongoing online discussions by posting comments about the materials covered in the course or other issues pertaining to writing in the college blog.


Conditions of Certification:

Students will receive a UK Writers College Certificate upon successful completion of the course, provided they meet the following conditions:

  • Students must have completed all 13 assignments
  • The course must have been completed within six months of registration.
  • Students are expected to attain a minimum average of 50% for the course

Minimum Estimated Time Commitment:

  • Reading time: 14 hours
  • Writing time:  10 - 15 hours
  • Research time: 5 - 10 hours, depending on the complexity and depth of the assignments.

Need more advice about the best course for you?

We would love to chat to you if you have any questions about our writing courses.

If you need some advice about the best course or writing field for you, drop us a line or give Koos or Nichola a call at +44 1892 710877. We can tell you about going rates in the field, chance of publishing success and general writing career options both in the UK and internationally.

  • If you have questions about how we work, we have information in our FAQ section and How We Train section.
  • If you want to pay off your course fee, please read the information here.
  • For information on our refund policy, please read our policies here.
  • To register for the course, please click here:





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We offer specialised, online writing courses tutored by award-winning writers. Get the writing tools you need, expert insider advice and hours and hours of writing practice. Work one-to-one with a professional writer and realise your writing dreams.

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