Workshops

Writing for the web courses

More than just a writing workshop, this also covers usability, formatting, design, accessibility and optimising content for search (both traditional and AI).

Learn how to make your website content easier to find, read and understand

People are ruthless online: if you don’t grab their attention within seconds, they’re gone.

This writing for the web course will teach you how to:

  • create clear and compelling online content
  • apply usability (UX) principles
  • increase conversions
  • write for both mobile and desktop screens
  • craft short sentences that pull readers in
  • create effective calls to action and link text (hint: “click here” links are bad)
  • structure and format sentences, paragraphs and pages
  • improve search engine optimisation (SEO) and optimise for AI search (AEO and GEO)
  • write persuasive headlines
  • understand the Web Content Accessibility Guidelines (WCAG) and how they apply to your site (for example, you’ll learn how to write alternative text for images).

Writing for the web course options:

Customised staff training

I provide writing for the web training for a wide range of organisations, from corporations and government departments to universities and not-for-profits.

The workshops are fun, interactive and filled with practical exercises that allow participants to immediately put theory into practice.

The training can be customised to cover the topics relevant to you, whether it’s writing for:

  • email marketing and newsletters
  • social media
  • public websites
  • intranets.

If you choose, examples and exercises can be based on your own content.

Short courses can run from half a day to a full day, depending on your needs.

Ask for more information

Public live half-day webinar

I occasionally run public courses over Zoom, as well as in-person courses in Melbourne and Sydney.

Register your interest for the next course

One-on-one writing for the web training

Personalised one-on-one sessions are available, either in person or online. These allow me to focus on the specific online writing skills you want to build: whether it’s writing for SEO or improving your email newsletters.

I can also provide feedback on your writing.

Contact me to find out more
“The workshop was incredibly engaging. I enjoyed the workshopping activities, especially Dan’s encouragement. It was great to see examples from our council’s website – especially what worked and what could be improved.”
Taryn Kennedy
Penrith City Council
“I was able to put the lessons into practice straight away and our electronic newsletter open rates have already increased!”
Jane Phillips
“Entertaining and informative. It was the best writing for the web workshop I’ve ever been to.”
Janine Van Den Tillaart
Macquarie University
“A helpful workshop which went over both the basics and pertinent points for copywriting and communications professionals.”
Vanessa Gregory
Access-DGC
“Dan was incredibly knowledgeable, helpful and insightful. Very relevant information that I hadn't heard before.”
Justin Richardson
Australian Pork
“The course was fantastic! I walked away with so many useful insights that I will definitely be applying in my work. Honestly, I can’t think of anything I would change. It was informative, interactive and engaging. I would recommend it to anyone.”
Alexis Wagner
“I’ve done a few writing workshops in my career and this was the best.”
Tara D’Souza
ACCAN
“Dan did a superb job in engaging the whole group. I have attended a few workshops from other providers over the years and this was by far the best session. I learnt so many great tips and tricks and I have already started implementing changes to our intranet and newsletter.”
Carol McLoughlin
Fujitsu
“I feel as though my writing has been given a tune up – it's sharper and more concise. One of the biggest take homes from the course was the accessibility information. I would recommend this workshop to anyone who works with words!”
Sara Runciman
Regional Development Australia
“It was a really useful workshop. It helps you think about how you write and the words you use. I learnt a lot about the importance of using plain and everyday language. I will definitely be using what I have learnt in my job.”
Paige Wall
Australian Super
“Very practical and easy to implement in everyday writing. Was great to be able to use material from our own website and tweak it to be more understandable.”
Kim McQualter
Murray Local Land Services
“Dan’s course on writing for the web has provided me with the knowledge and tools to effortlessly condense and edit what I am writing. He was very informative and the course was easy to follow. I am now a more confident writer.”
Katie Coy
Bunnings
“I found the workshop to be easy to follow and enjoyable. I immediately started to use what I learned. The content and pace were just right, with a good mix of practical exercises and talk. I had been winging it for some time and the workshop showed me how to tidy up my writing style.”
Susan Reid
Murray Arts
“Dan’s workshop was extremely valuable for me. He helped me with practical ideas to challenge how I write while maintaining a collaborative and engaging workshop. I’m using the tips already with my work. I highly recommend it.”
Mark Goodwin
Electrolux
“Great session. As a journalism graduate, this course was a brilliant refresher on the basics of good copy! Not just for web but for everything.”
Peta Watson
Australian Super
“Loved learning how to cut my sentences and work on structure. Particularly good to get some tips for media releases and sending to journos. Great exercises to actually put theory into practice.”
Amelia Quenby
Tonic PR
“This was a fabulous workshop. It is one of the best I have attended in a long time. It is going to make my writing better. Thank you for your time today.”
Daniel Johnson
Dementia Australia
“Highly recommended. Thorough, well-presented and essential information.”
Odette Waanders
CEO, Palliative Care Victoria
“Dan Kaufman is a wonderful presenter, mellow but focused. He is thoughtful, easy to understand and very open to collaboration. I learned things I’d forgotten I once knew. I learned brand new things too.”
Simon Sweetman
Victoria University of Wellington
“Great content and very helpful to everyone. The way you engaged everyone made them feel happy to contribute and easily get responses.”
Amanda Manwaring
Department of of Transport and Main Roads
“Really good refresher workshop. Helped to clarify often-made grammatical errors and simplify concise writing habits.”
Rebecca Sands
Knight Frank
“Fantastic combination of wit and wisdom. Well structured and paced. I learnt a whole lot about how I can improve my writing. Also loved the real life examples.”
Jessie
Inner West Council
“Informative and highly engaging presentation. Loved the activities – putting it all into practice!”
Jo Cunningham
Colonial First State
“One of the most engaging and practical training workshops I’ve attended. It was clear that considered effort and preparation had been put into making the workshop tailored and relevant to us specifically.”
Lauren Hogan
GMHBA
“Very knowledgable and engaging. Catered to the organisation and used some of our examples.”
Sheryn Ringland
Clean Energy Regulator
“Thoroughly enjoyed the workshop. It was presented in a very clear and engaging way. Thank you for sharing your knowledge.”
Anna Do
“I was really impressed with the course and the delivery was both entertaining and engaging. We covered a lot of ground.”
Ewan Richmond
Yarra City Council
“Highly practical, relevant examples and extremely enjoyable. Thank you.”
Jamie Ferguson
City of Sydney
“Thank you for a fantastic learning experience. It was great to learn so many new things. I will be a much better writer because of today.”
Andrew Hill
The Salvation Army
“Great workshop. Clear, concise and lots of examples and exercises to do so we could apply what Dan had just outlined. Would definitely recommend.”
Di Ovens
Landgate
“Dan Kaufman’s Writing for the Web short course was insightful and practical. When I first enrolled I was a little jaded with copyrighting workshops – Dan brought a refreshing perspective that I found very valuable.”
Daniel Brasher
“Dan is adaptable to the various audience’s requirements and has a tremendous scope of information and experience which he delivers very well.”
Maggie Videan
Cancer Council NSW
“An informative, well-paced and professional workshop. Lots of helpful tips and tricks that are very relevant. Thank you for a good day.”
Michael Hopkins
“Very enjoyable and easy to follow. It was useful and engaging.”
Darlene Vincent
NSW Department of Primary Industries
“Really helpful. I gained some useful tips that I can apply to my writing.”
Renee Helena
Monash University
“Wonderful workshop – I learned so much in a short space of time, and it was highly engaging and fun. I would highly recommend this web writing course to anyone looking to better understand and practice good writing techniques in an online environment.”
Katharine Gray
“Dan’s Writing for the Web workshop was relevant, informative and fun – a must for any media business developing online content in Australia today.”
Sarah Falson
Former managing editor at Reed Publishing
“Dan’s Writing For Web course gave a comprehensive overview of the do’s and don’ts of writing practice. It was filled with great tips on how to improve the effectiveness of your writing. The webinar was interactive and contained lots of practical exercises.”
Nicole Pietsch
“Very engaging. I loved the sense of humour – makes it interesting.”
Peta Cooper
NSW Health Pathology
“Dan's workshop on writing for the web is very informative. I could easily apply the tips I learned to my work and now feel confident with my writing.”
Simran Jain
MedTech Actuator
“Fantastic course – a lot of useful tips, information and ideas that I’ll be able to use.”
Thomas Strang
“Thank you, Dan. So much useful information. Clearly presented and engaging.”
Sharron Olivier
“I wish our entire organisation could attend this class!”
Scott Alexander
City of Boroondara
“Thanks for an informative and insightful session. Lots of great tips and techniques to employ in my day-to-day writing tasks.”
Laura Swanton
PTV

Who’s teaching the course?

The training will be taught by myself, Dan Kaufman: a former Sydney Morning Herald editor who combines over 30 years of writing and editing experience with a deep knowledge of web usability and digital marketing.

I also have over 15 years’ experience in training a wide range of organisations, from government departments, councils and health services to law and financial firms, not for profits and universities.

What makes this writing for the web course so special?

Although all writing for the web courses show how to write and format web content, I also teach key skills and techniques to make writing engaging and easy to read – and as a former SMH editor, this is an area I specialise in.

This training then goes further by covering all the key disciplines required for effective websites, namely:

  • usability
  • accessibility
  • SEO (and AI search)
  • digital copywriting.

I continually update this course to keep up with trends, tech developments and the perpetually changing landscape of SEO and AI search.

Finally, I bring real-world experience with me, having helped a wide range of organisations over the past 15 years to improve their websites, newsletters, email marketing and social media content.

Train your staff before – or after – your website transformation project

If you’re redesigning your website, you need to train your staff to create effective, usable and accessible content – because if you don’t, it won’t take long before the new site’s quality drops.

Furthermore, this course isn’t just for content teams: it’s suitable for anyone who needs to write for your site, from project and office managers to those in HR, admin and marketing.

Need more information about writing for the web training?

Find out more about how I can tailor the training to suit your needs or ask for a quote.

Contact me