Copywriting for Web and Email | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

You will learn to:

  • Understand how your audience interacts with digital content as opposed to print
  • Create the most effective web copy that attracts and extends the journey of more visitors
  • Write both to engage your audience and to attract search engines
  • Appeal effectively to both B2B and B2C audiences
  • Create emails and email campaigns that drive improved results

This course also constitutes Day 1 of our 2-day Copywriting course; Copywriting for Digital

Course Categories: Copywriting & Creative, Email Marketing & CRM, Optimisation

Click here to get the brochure for further course details and full programme information.

See below for further course details and full programme information.

Ready to upskill your team with the IDM? Explore our Corporate Training option, here


1 day (7 CPD hours)

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To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
15/05/24 Virtual classroom £400.00 £450.00 5 More info
Book Until
14 May 24
01/08/24 Virtual classroom £400.00 £450.00 5 More info
Book Until
31 Jul 24
Study Periods
13/11/24 Virtual classroom £400.00 £450.00 5 More info
Book Until
12 Nov 24
11/02/25 Virtual classroom £400.00 £450.00 5 More info
Book Until
10 Feb 25

NB: Prices above subject to VAT

Course Information

Introduction to writing for digital channels

  • How do readers 'see' digital content?
  • Skimmers and scanners v longer readers
  • Web usability research and what it means for effective writing

Writing to aid scanning

  • Importance of front-loading key words and phrases
  • How to write clear and concise copy
  • Writing effective sentences and paragraphs
  • Improving headlines
  • Checklist for effective web writing

Expanding the content for web pages

  • How SEO affects digital content - where else will your headlines appear?
  • Which words are the most important on a web page? And why?
  • Understanding 'call to action' the digital way

Making emails and email marketing campaigns work harder

  • Getting the subject line right
  • Effective email copy
  • Writing more personal copy for higher engagement

Persuasive copywriting

  • Balancing logic, emotion and values in your copywriting
  • Writing the best calls to action (CTAs)

This course is for anyone who needs to write or evaluate copy for digital media. You could be a marketing executive, manager or copywriter looking to expand your experience.

Tim Tucker F IDM, 23 Digital

Tim Tucker is an independent digital content marketing strategist and copywriting specialist. He is a digital consultant for the Content Marketing Association, for which he plans and hosts regular monthly digital breakfast events in London.

Tim has worked across a diverse range of digital environments, from B2C and B2B companies, to charities and government organisations, including the the National Trust, Nationwide Building Society, Nokia and the UK Government's Cabinet Office. Prior to going independent Tim worked for 17 years in magazine publishing, at Future Publishing and Immediate Media. He now provides training and consultancy to some of the UK's leading publishing and media organisations, including Time Inc, Harper Collins, Hachette UK, The Telegraph Media Group, News International, Reed Business Information, Egmont UK and BBC Magazines.

I enjoy courses from the IDM, as the trainers share their experiences and use other industries as examples. It's not just theory based. The application to course work always helps with better understanding

Mariska Leighton
Product Marketing Manager UK, Ireland and South Africa, Cochlear Europe

This course has really shown me how to alter my existing writing skills to produce successful online copy - I didn't realise what simple changes to my copywriting could achieve with regards to grabbing the readers' attention and holding it

Clare Yates,
Key Retirement Solutions

The course was extremely well organised, the tutor was very inspiring and enthusiastic. I have come away with new ideas and a fresh look on online content

Lucy Ryan,
Ski Club Of Great Britain

Tim was an excellent tutor! The topics were broken down perfectly and easy to digest.

Matt Jackson,
Blue Train Marketing

It was a well planned and thought out course. I learnt loads of things I never knew/considered before now.

Tim was brilliant, very knowledgeable & engaging. Leant lots from him & felt I could ask lots of questions.

I really value IDM learning. They don't complicate but show you the best way of how to do things. It really boosts confidence.

An interactive discussion with an expert in the field, I was able to get a classroom experience from the comfort of my home.

Interesting and inspiring course with lots to take away and think about but also lots to be able to action immediately. And it was fun!

Really insightful course with engaging teacher. Made a million notes and now keen to get putting it to practice!

Rebekah Wright

Very useful course if you are looking to expand your copywriting skills and knowledge. The instructor kept participants engaged throughout the course with interactive tasks and discussion. I left feeling very informed and ready to apply the skills I learnt to my day-to-day role.

Mary Nolan

Impressive knowledge from Tim Tucker, you come out of the course with real world skills to use at work.

Doug Crookston
Henley Business School

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Get in touch...