The Course Modules
1. The Professional Online Writer - Writing For The Web
What is a professional online writer?
What do online writers do?
How do online writers do their jobs?
How do you position yourself as a professional online writer?
Instant copywriting techniques
Fighting writer’s block
Important copyright considerations
2. Dealing With Online Clients
Who commissions online work?
Four different types of online clients
How to get beneath the client’s skin
3. Your Audience
Who will read your copy?
Understanding people’s needs
Why writing for the web is special
Who are you trying to attract?
Sites from the visitor’s perspective
Define your tone
4. Website Copy: Engaging Your Readers
Introduction
Characteristics of poor website copy: Part 1 - Structure
Characteristics of good website copy: Part 2 - Substance
5. Copywriting: Learning To Turn Out Persuasive Marketing
Copy
What exactly is copywriting, anyway?
Why writing for the web is different
What your clients are looking for in a copywriter
The basics of effective marketing copy
Advanced copywriting techniques
6. Writing For Different Types of Web Pages
What content should you have?
Navigation
How to make an index or home page
Special pages
Specific products and services pages
Contact us page
About us page
FAQ page
Shopping carts and billing page
Buying site content
7. How to Write Articles the Professional Way
The component parts of professional writing
Write on any subject under the sun
Communicate with your clients regularly
Editing: Nothing is sacred
Deadlines
8. Writing to get Websites Found by the Search Engines
SEO copywriting: what it is and why you need it
Optimising web pages and related elements
Optimising keyword density, synonyms, and phrases
Internal and external linking strategies
9. How to Sell to Customers Using Email Marketing
How to write marketing emails
Writing email newsletters
Email marketing and the law
10. How to Write Great Pay Per Click Ads, including Google
AdWords
About Google Adwords ads
How you can help your clients with AdWords, and get paid
The three elements of an AdWords ad
How to write an AdWords ad
Other PPC advertisement programmes
Non contextual ads
Website pop-ups
11. Writing Ebooks and Printed Books For Online Clients
How to make money writing eBooks and printed books
What you might write about
How to get writing assignments
Writing eBooks, printed books, etc., for yourself
12. How to Write Professional Reports and Training Materials
For Online Clients
1. Writing professional reports
The structure and style of your report
An authoritative voice
Making it readable
Research
Collaboration
2. Writing training materials
Types of learners
General guidelines for writers of training materials
Specific tips for writing training materials
13. Academic Writing and Technical Writing For Online Clients
1. Academic writing
What is academic writing?
Types of academic writing
Citing your sources
2. Technical writing
Do you need specialised knowledge?
Types of technical writing
Explaining complex technology
Subtle marketing
Research
14. Ghost Writing and Other Types of Writing For Online
Clients
1. Ghost writing
Types of ghost writing
Using somebody else’s voice
The hidden agenda
Research
Getting work as a ghost writer
2. Other types of online writing
Making money via other types of online writing
6 Types of online projects to consider
How to get ready for online projects
15. How to Ensure Your Work Gets Accepted
Understanding what your writing client wants
The importance of a project brief
Steps for Proofreading your work and for quality control
Deadlines
Problems
16. How to Research Information
Beware these common research traps
Layman’s terms are key
Overview of expert interviewing techniques
Interviewing for a press release
Interviewing for a human interest piece
Interviewing for a ghost written book
17. How to Set up Your Freelance Writing Business
What you need—and don’t need—to get started
Setting up your home office
A few words about income and expenses
What you should know about copyright
18. How Much to Charge for Your Work
Calculating your overhead
Keeping it real
Setting a rate
Making exceptions
Terms of service
19. Finding Work Online
Freelance writing exchanges
How to win writing assignments on freelance exchanges
Where to look for other writing opportunities
20. Marketing Your Writing Services Online
Before you market your writing
Marketing tools
Your own blog: establish your expertise
21. Your Own Website
Your website - consider the objectives
Designing your website
Publicising your website
Keeping people coming back
How to write your own web pages
22. Managing the Finances of Your Writing Business
The risk of fraud in the online marketplace
Creating a paperwork trail
Getting paid through an online marketplace
Payment outside of online marketplaces
23. Working With Other Writers
Reasons to work with other writers
Sub-contracting rates
Finding writers to work with
Management of the relationship
Order flow
Quality assurance
Providing helpful feedback / mentoring
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