Writing for the Web

Headlines, structure and clarity for readers who are skimming.

What the course covers

8 modules, 32 topics. Open any one to see what sits inside it.

1. 1.1 How people actually read online
2. 1.2 Scanning, skimming and bouncing
3. 1.3 Writing for one clear purpose
4. 1.4 Knowing who you are writing for
1. 2.1 The inverted pyramid
2. 2.2 Headings and subheadings
3. 2.3 Short paragraphs and white space
4. 2.4 Lists, emphasis and scannable text
1. 3.1 Headlines that describe rather than tease
2. 3.2 The first sentence
3. 3.3 Summaries and standfirsts
4. 3.4 Clickbait, and what it costs you
1. 4.1 Finding a consistent voice
2. 4.2 Plain language
3. 4.3 Active verbs, and cutting filler
4. 4.4 Style guides and consistency
1. 5.1 How search actually works
2. 5.2 Writing for people and for search at once
3. 5.3 Titles, descriptions and links
4. 5.4 Keyword stuffing, and the penalty for it
1. 6.1 Articles and blog posts
2. 6.2 Landing and product pages
3. 6.3 Email newsletters
4. 6.4 Social posts and captions
1. 7.1 Sourcing and linking
2. 7.2 Fact checking your own copy
3. 7.3 Corrections and updates
4. 7.4 Disclosure and sponsored content
1. 8.1 Working in a content management system
2. 8.2 Images, alt text and accessibility
3. 8.3 Editing, and being edited
4. 8.4 Reading analytics without chasing them

By the end of this course you will be able to explain and apply:

Two hours, not two months Eight short modules. Finish in a day, or do one module a night for a week.

Job-ready from the first module Everything here is a task you will actually be asked to do at work, not theory you will never use.

Built for a phone Watch on the bus, pause mid-module, pick up where you stopped. No download, no lab.

A certificate that can be checked Every certificate carries an ID your college or an employer can verify on our site.

Pre-degree / Foundation students in India
Studying: BJMC, BA Journalism & Mass Communication, B.Sc. Animation & VFX, BA Film Studies
Recent graduates strengthening a CV
Anyone working in this field without a formal qualification

About two hours in total — eight modules of roughly fifteen minutes. You can do it in one sitting or spread it across a week. Your place is saved either way.
No. There is no prerequisite course and no software to install. A phone, tablet or computer with an internet connection is enough.
Yes. This course is placed at Pre-degree / Foundation for India, and the content is written for that level. If you are at a different stage, change your level at the top of the page and the courses will change with it.
A certificate for the course, carrying an ID that your college or an employer can check on our verification page. You keep access to the material afterwards.
Yes — ₹450 for this course on its own, or ₹1,450 for all five in this set, which works out cheaper if you want more than one.
There is a short quiz at the end of each module so you can check what stuck. It is not timed and you can retake it.
Change your country using the picker at the top. Level names, degree names and prices all switch to that country, and the courses adjust to its education system.

Wording shown for India. Pick a different country at the top and the terms, currency and programme names change with it.