Writing for the Web

Welcome to the New Writing for the Web Course at SA Writers College

In this course, you'll learn proven principles of web writing, and how to help online visitors find the information they want, navigate your site and stay on your site. Learn about conciseness, effective hypertext links, targeting keywords, putting the message "above the fold", among many other aspects of web writing.

Note: You will get plenty of hands-on experience learning new techniques. Be prepared for practical involvement as you learn by spending extra time online and doing a lot of writing.



“Such a wonderful experience! The beauty of this course is that it doesn't end when you complete the assignments, you will definitely revisit this course and find that its content remains useful for long term. Karen is such an outstanding woman and receiving unbiased feedback from her has enabled me to see potential in my writing and her passion has ignited a spark in me- every writer needs a rekindling of that spark.”

Joy Ngesi, Writing for the Web Course



Course Details:


Students must complete:


Admission Requirements:

  • Modules: Seven Modules
  • Duration: Course can be completed at own pace within six months
  • Start date: At any time; applications all year round
  • Establish a blog and run it effectively for at least three months with two posts a week minimum.
  • Join Facebook and set up a Profile
  • Write ads for a Google campaign
  • Write an Online CV and a Cover letter
  • Student Feedback
  • Basic writing skills are essential
  • Computer skills, e-mail and Internet access required
  • Some Internet skills would be helpful but not essential
  • No previous tertiary qualification required
Skype option Skype/Whatsapp/Google Hangouts: Karen is very accessible and is available to students for explanations, demonstrations and further discussions on curriculum issues.

Tutor for this course:

Karen_Lotter_Webwriting_Tutor Karen Lotter

Karen Lotter is a journalist and writer based in Durban, South Africa. She specialises in creating websites, writing creative and interesting content and optimizing sites for search engines. (www.karenlotter.com)

She has written profiles, features, advertising copy, obituaries, press releases, and columns in magazines, company newsletters and newspapers, and written and produced corporate scripts.

Read more about Karen here>


Course Curriculum

Module 1 - An Introduction - What is Web writing and why is it different from paper writing?

  • How do people read online?
  • What is Web readability – Scanning, Chunking, and Stickiness?
  • Why must you know your reader?
  • What you need to know before you get started?
  • Understand more about readability

Module 2 - Writing to be Found – Keywords and Hyperlinks

  • Know what keywords/ key phrases are
  • Understand the term “write to be found”
  • Know how to use search engines and directories
  • Know how to find good keywords
  • Be familiar with hyperlinks and linking strategies

Module 3 - Online writing: Headlines, Intros and Search Engine Friendly Articles

  • Understand the principles of online writing.
  • Know how to write a headline and intro paragraph.
  • Recognise which headlines are search engine friendly and which are not.
  • Understand what it takes to write an effective article for the web
  • Know how to write a good intro paragraph and a good headline

Module 4 - Blogging and Facebook

  • Understand the concepts of blogging and Facebook
  • Set up a blog and write blog posts
  • Create a Facebook presence

Module 5- Advertising, Making Money and more about SEO Writing

  • How advertising on the Web works
  • How to make money from your blog
  • How to Write a good ad for Google
  • SEO Writing – more of it

Module 6- Elements of a Website incl. the Home Page & Writing an About Us Page

  • Understanding the architecture of a Website
  • How to write a Home page
  • The power of the About Us page
  • Creating trust among your readers
  • Learn how to write dynamic content (Embedding)

Module 7 - Writing a CV and A Cover Letter & Revision and Wrap Up

  • Writing an effective online CV and cover letter
  • Writing Great Web Content
  • Writing for Voice Search


“Karen is a very knowledgeable tutor and I now have the strategies I need to write successful content for the Web.”

Rachel Richards, Writing for the Web Course



How does the course work?

Detailed class notes covering the content of each module are e-mailed to students. At the end of each module, students will be required to complete at least ten writing exercises as well as some online tasks, all of which count towards the final result of the student. Students will learn about the keywords, SEO and creating trust online. Students must also create a presence on Facebook and set up and run a blog.

Once the writing assignment has been completed, and e-mailed to the lecturer, an assessment and feedback will be sent to the student, and the module will be considered complete.


Conditions of Certification:

Students will receive an SA Writers College Certificate upon successful completion of the course, provided they meet the following conditions:

  • Students must have completed all assignments
  • The course must have been completed within six months of registration
  • Students are expected to attain a minimum average of 50% for the course

Minimum Estimated Time Commitment:

  • Reading time: 10 hours
  • Writing time: up to 20 hours
  • Research time: up to 20 hours

Enrol here

Feedback on this course from past students

“The course was an eye opener for me. I have learnt so many valuable things. It was very relevant to what I am doing. It is pitched at the most comfortable level and supported by resources that are very relevant in the industry. Karen is amazing, supportive and knowledgeable about her subject. She was always willing to guide and share both knowledge and information. I don’t think I could have had strength to complete the course if it was not for her motivation through challenging me to produce my best. Thank you Karen. I am happy with the service I received from The Writers’ College and I will be taking another writing course with the college this year.” Patrick Sibanyoni, Writing for the Web Course

“It was a very informative course and I learnt a lot more than expected. Karen is a very knowledgeable tutor and I now have the strategies I need to write successful content for the Web. Overall the experience was valuable and worthwhile.” Rachel Richards, Writing for the Web,

“The course opened up a whole new world for me. I've learnt so much and thoroughly enjoyed the experience. Karen is the ideal tutor - her patience is unlimited and her knowledge of her subject is formidable. She was always there to advise and motivate me, but at the same time she encouraged me to find out things for myself. It was a very professional course, run by a very professional organisation. I can heartily recommend it!”  Lynn Smith, Writing for the Web

“I enjoyed completing a course that was easy to understand and allowed me to progress at my own pace;  the flexibility was great.” Jenny White, Writing for the Web

“I would describe my experience with the college as organised, effective, efficient, comprehensive and insightful. I learnt more than I thought. My tutor Karen was patient, thorough and motivating; she responded to my questions immediately. If you are wanting to improve your skills in any form of writing, the best way is through The Writers’ College.” Bridget Knight, Writing for the Web

“My experience on the course was useful and relevant. My lecturer was supportive and knowledgeable. Overall I would describe the course as relevant and challenging.” Douw Steyn, Writing for the Web

“I have a much better understanding of how things work online, about what works and what doesn’t. I can apply everything I've learnt to my website and hopefully future career as a writer. Karen was very nice, friendly and always ready to help. Kind words were always inspirational! The Writers' College is the best place I've ever found online. This was my second completed course at the College and I plan do many more courses through them.” Natashja Singleton, Writing for the Web Course

“The course opened my eyes to a new world of writing. It was a challenging yet rewarding course; it exceeded my expectations in all aspects. I enjoyed the fact that it was so practical. Karen is a great tutor! She replied promptly to my assignments and any queries I submitted. She provided valuable feedback - it was evident that she has much knowledge of this industry. I would definitely look out for any other course offered by her. My experience at the Writers' College was certainly a very positive one from beginning to end. I will definitely recommend the institution to anyone interested in completing a writing course.” Renate Venier, Writing for the Web Course

“Doing the course was an amazing and empowering experience; it was a tremendous opportunity for learning and growth. What I really appreciated about my tutor Karen, apart from her expertise and love for what she does, was her support and encouragement. Without her continuous motivation, I know I would not have stayed on the course. Her positiveness has given me a new lease on life. The course met all my objectives and more; before the course I was unaware of how search engines worked or what was needed to make a website work. I am very happy with my decision to have gone on the course.” Zulfah Abrahams, Writing for the Web Course

“The course was really fantastic; I learnt a lot of new skills and feel like my writing has improved dramatically. The most important thing for me, was that because I work full time for an online company I was able to apply each assignment to my current marketing objectives. Karen was great to work with and was very understanding of my situation and having to do things differently to how some of the assignments had specified so I appreciated the individual approach of the course. It was a valuable learning experience for anyone wanting to learn at their own pace.” Anonymous, Writing for the Web Course.

"The course content was very relevant and provided an excellent overview of all the different aspects of web writing. Karen was always prompt in replying to queries and provided sincere feedback. It was clear that she's an expert in the field. I would recommend the Writing for the Web course to anyone who is keen to explore the world of online writing, as it gives a good overview. The course content is relevant and up to date." Stephanie Laubscher, Writing for the Web Course

"Karen Lotter is the best. She responds very quickly and gives very constructive feedback. She is very motivating and she is available to assist all the time. It is clear that she is an expert in this field and so she gives expert advice. The course material is very relevant: it is not outdated or boring, but clear and concise." Dorothy Diaz, Writing for the Web Course

“The course met my objectives and went beyond them. It was more challenging and at the same time more rewarding than I expected. Karen has been instrumental in encouraging and supporting me to improve and go beyond what I thought I could do. She is definitely a motivating force! I think everything is run really well, the tutors are friendly and helpful and the courses are relevant and interesting. Keep up the good work!” Angela Pearse, Writing for the Web Course

“This course covered a lot more than I expected and each assignment was a challenge for me – which was great. The notes and links supporting the learning were very good. Karen’s approach is both professional and friendly. Her knowledge in a new and ever changing medium is amazing and she made it seem attainable for me. It was a pleasure to have Karen as my tutor.” Chris Snelling, Writing for the Web

"The course was very informative and I learned a lot which I can apply immediately . Karen Lotter was excellent and her feedback was honest and direct which I appreciated. She really knows her field and she was a really pleasant tutor to have." Owen Bell, Writing for the Web

"Karen Lotter is an excellent teacher. I appreciate her ability to explain complicated issues in a simple way, easy to understand. This is only possible if the teacher knows her stuff so well that the explanations are effective and simple - even I understood everything! I think you are a great school." Vivek Kohli, Writing for the Web Course

"I really enjoyed the course and it improved my writing overall which is great. Although it was sometimes difficult to fit it into my work schedule, I've never enjoyed studying as much as with this course. Karen is really great. She really gives you a lot of confidence in your work and is always willing to help you out. You can tell she really loves what she does." Tessa Wrench, Writing for the Web

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About Us

We offer specialised, online writing courses tutored by award-winning writers in South Africa. Get the writing tools you need, expert insider advice and hours and hours of writing practice.


Study from anywhere in South Africa: Cape Town, Western Cape; Johannesburg and Pretoria, Gauteng; Durban and Pietermaritzburg, KwaZulu-Natal; Port Elizabeth, Eastern Cape; Bloemfontein, Free State; Nelspruit, Mpumalanga; Kimberley, Northern Cape and Polokwane, Limpopo.

About Us

We offer specialised, online writing courses tutored by award-winning writers in South Africa. Get the writing tools you need, expert insider advice and hours and hours of writing practice.


Study from anywhere in South Africa: Cape Town, Western Cape; Johannesburg and Pretoria, Gauteng; Durban and Pietermaritzburg, KwaZulu-Natal; Port Elizabeth, Eastern Cape; Bloemfontein, Free State; Nelspruit, Mpumalanga; Kimberley, Northern Cape and Polokwane, Limpopo.

Contact Us

Nichola Meyer or Koos Turenhout
Email: [email protected]

You can also leave a voice message on 021 813 9224 and we will phone you back within one working day.

9am to 5pm Monday to Friday

Work for Us

Vacancies at SAWC

Writing Services


Contact Us

Nichola Meyer or Koos Turenhout
Email: [email protected]


9-5 Monday to Friday

Work for Us

Vacancies at SAWC