Sample courses

Everyone’s different.
But here’s what most people want to know.

We’re serious about tailoring our web copywriting courses. You get exactly what you (and the team) need, without pointless theory or ‘this doesn’t really apply’ nonsense.

But here’s a rough idea of what you can expect from a full day web copywriting course. (Yes, we also train on traditional copywriting. And we can run shorter or longer sessions. It’s your call.)

Need a bit more detail?

Copywriting courses – prices and all the options (PDF, 121KB)

You might also want to read our blog post on choosing the right in-house digital content course


We usually include eight exercises in a full-day session – all based on your own material.

Introduction to WEB COPYwriting

  • Introductions and warm up
  • What really matters. What doesn’t.
  • Competitor review

The writing – what to do and how to do it

  • How many words?
  • What sort of words?
  • Simplicity isn’t complicated
  • You and we
  • Keep it active
  • Action is everything
  • Avoid adjectives and fluff
  • What goes first?

Chunking information

  • Lists, bullets, paragraphs, sub headings
  • Cutting copy down to size
  • Headlines
  • Scary things you must never write
  • Tricks and tips
  • Labels, structure and links
  • Good and bad structures
  • Labelling pages

CONTENT MARKETING (blogs, guides and more)

  • Creating a basic content strategy - from analysis to action
  • Frequency, content calendars and topic lists
  • Searchable and shareable
  • Make content marketing work alongside social media

Search – making sure your content gets found

  • What do people want?
  • Meta data and content

Need a bit more detail?

Copywriting courses – prices and all the options (PDF, 121KB)

Ready to talk about your web copywriting course?

Email copywriters@blackad.co.uk or call 0203 603 7740 (we've got offices in Glasgow and London).