Short course
Writing for the Web: How to craft clear, engaging online content
Course status:
Applications being accepted
Dates and time:
10/11/2026 - 10/11/202609:00 - 17:00
Study format:
Short intensive
Fees:
£695.00
This course is for anyone responsible for creating or overseeing digital copy, whether that is news, thought leadership content, marketing material, blog posts, or expert insight.
All types of web content play a role in helping an organisation, whether it is the private or public sector, to increase awareness of its products, services, or expertise. Web content that is easy to read, understand, and remember helps to build trust. As AI becomes more common in content creation, the course also explores how to use it in ways that support clarity and credibility.
The course is designed for those with limited web writing experience as well as those who are looking to refresh their knowledge and confidence. It is also suitable for those who do not write themselves but who work with content writers and require an understanding of the topic.
The course is spread over four modules that cover:
- The psychology of how we engage with online written content
- Essential web writing skills that all writers should master
- Proven formulas and approaches to test and apply
- How to use AI as a potential writing partner.
The course aims to give you:
- An understanding of how to write for a digital audience
- An insight into why some web content is easy to read, and others are not
- An introduction to web writing best practices and how to apply them
- A range of tools, tips, and approaches to work with
- Confidence in SEO and how to use AI
At the end of the course, you will have a clear sense of how to structure, draft, edit, and present web copy. With this, you will be able to publish content that your target audience is likely to read, enjoy, and remember.
Book this course
The registration deadline for this course is 1pm UK time on 27 October 2026, or when the course is fully booked – whichever occurs first. You can sign up for course news for updates on future courses.
Course aims
The course is relevant to anyone responsible for writing or editing online news stories, articles, specialist studies or blog posts. It will appeal to those:
- With limited experience of writing web content
- Who are experienced writers but who are new to writing for the web
- Who want to refresh their digital writing skills
- Who want to understand the impact of AI on web content
- Who will be supervising web writers in the future
Participants may be in a communications or marketing role or be a subject matter expert tasked with publishing more of their content online. They may also work in an editorial or supervisory capacity.
The course is suitable for those who work in the following sectors:
- Content Marketing
- Specialist Publishing
- Academic Research
- Marketing Research
- Science & Technology
- Government and NGO
Programme details
Module 1: Understanding web reader psychology
- How we read online
- Information scent
- Types of web content
- What catches our attention
Module 2: Web writing skills – Part 1
- Writing with clarity and concision
- Readability and readability formulas
- Short sentences
- Active and Passive Voice
- Simple words
Module 3: Web writing skills – Part 2
- Linking, bold, bullets, and numbering
- Crafting titles that are specific and useful
- Structure and structural approaches
- Tone of voice
Module 4: Using AI as web writing partner
- Why use AI?
- AI tools and approaches
- How AI supports SEO
- What search engines care about
Joe Pélissier
Joe Pélissier is a branding and communications consultant who designs award winning training programmes across multiple formats. He began his career at Video Arts, the innovative training film company founded by John Cleese. Since 2007, in addition to writing web content, he has advised and trained teams on their written and spoken digital communication skills. His international client base includes the European Council, Commission and Parliament, Sony PlayStation, England Rugby, Nespresso, Louis Vuitton and Gucci.
Joe is also a mentor to founders, entrepreneurs and directors looking for an external perspective on their marketing, branding and communication strategies. He speaks French and Italian.
To be eligible for a certificate of attendance, you will need to attend the whole course. Participants who meet this criterion will be emailed a link and instructions on how to access their University of Oxford digital certificate after the end of the course.
The certificate will show your name, the course title, and the dates of the course you attended. You will be able to download your certificate and share it on social media if you choose to do so.
Fees
| Description | Costs |
|---|---|
| Course Fee | £695.00 |
Payment
Fees include course materials, tuition, refreshments and lunch. The price does not include accommodation.
All courses are VAT exempt.
Register immediately online
Click the ‘Book now’ button on this webpage. Payment by credit or debit card is required.
Request an invoice
If you require an invoice for your company or organisation, please email us at business@conted.ox.ac.uk to request an online enrolment form. Payment is then accepted online, by credit/debit card, or by bank transfer.
Recommended reading
Letting Go of the Words: Writing Web Content that Works, Janice (Ginny) Redish
Content Strategy for the Web, Kristina Halvorson & Melissa Rach
Everybody Writes: Your Go‑To Guide to Creating Ridiculously Good Content, Ann Handley
Although not included in the course fee, accommodation may be available at our on-site Rewley House Residential Centre. All bedrooms are en suite and decorated to a high standard, and come with tea- and coffee-making facilities, free Wi-Fi access and Freeview TV. Guests can take advantage of the excellent dining facilities and common room bar, where they may relax and network with others on the programme.
To check prices, availability and to book rooms please visit the Rewley House Residential Centre website.
Enrolled students are entitled to discounted accommodation rates for the purpose of study, at Rewley House, and can contact the administration team for the promotional code to use for making online accommodation bookings via the website.
Module code: O26C047N4Y
Please apply by clicking the ‘Book Now’ button below.
If you would like to discuss your application or any part of the application process before applying, please email us at business@conted.ox.ac.uk.