Writing for the Web

This course focuses on two web writing skills:

  • optimize texts for on-screen reading: how to make long-form texts easy to read and comprehend on a computer screen.
  • optimize texts for ranking by search engines: how to select and embed keywords that will help Google find and rank your texts.

Please understand that this training is not designed to teach you how to write engaging, original contents. Instead, the curriculum is primarily designed to help you master the basic, actionable techniques in writing or rewriting texts that (a) provide an optimal reading experience for online readers and (b) have a higher likelihood of being ranked by search engines.

  • This training consists of four modules. In each module, there are lectures, reading materials, group discussions, assignments, and quizzes.
  • There is no required textbook. You do not need to buy any software for this class.


Part 1 Web writing is different from print writing

We will explore the uniqueness of reading on a computer monitor and how this uniqueness impacts online writing.

Part 2: How to write for the web audience

We will study a web-writing template and try using this template to rewrite some sample essays that can be optimized for a better online reading experience.

Part 3: How to write headlines for the web

We will explore why writing web headlines differs from writing print headlines, and how to write headlines that work better on the web.

Part 4: How to write for the search engines

We will learn how to research for relevant keywords for your contents, and how to optimize your texts by properly embedding selected keywords. Essentially, we are learning keyword research and on-page search engine optimization (SEO), respectively.