Writing for the Web

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

SAWC-CertifiedIn 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.


Course Details:SA Writers' College Course Reviews

  • Modules: 10 Modules
  • Duration: Course can be completed at own pace: six months
  • Start date: At any time; applications all year round via our website

Student must complete:

  • Establish a blog and run it effectively for at least three months with two posts a week minimum.
  • Write two web press releases that are placed on an online article syndication site
  • Join Facebook and one other Social Networking site and "work" them. 500-word report
  • Find/establish a website that needs content and write at least five articles that are accepted and used by the owner/webmaster/mistress
  • Write an ad for a Facebook Advertising campaign and a brief marketing strategy
  • Write an ad for a Google campaign
Skype option There is a skype session option available for this course at any point. More...

Admission Requirements:

  • 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

Tutor for this course :

Karen_Lotter_Webwriting_Tutor Karen Lotter

Course Curriculum

Module 1 - An Introduction

  • What is Web writing and why is it different from paper writing?
  • How do people read online?
  • Motivating readers to respond
  • Helping the reader find your material
  • Who are you writing for?
  • Quality check procedures
  • How site navigation affects web writing
  • Related web issues - downloadable documents, international communication and interactivity

Module 2 - Format

  • How to format Web documents
  • Headlines, subheadings, length of copy, bullet points
  • How to repurpose print documents for the Web
  • Cutting text that was originally written for paper
  • Shortening your paragraphs, sentences, and phrases.
  • Moving related materials into linked pages
  • Making clear what people will get if they click
  • Writing good, short paragraphs around a central theme/idea
  • Avoid ambiguities passive voice and negatives where you can
  • Say what you mean
  • Style, language and grammar pointers

Module 3 - Working with Keywords

  • What are Keywords/ Key phrases?
  • Write to be found
  • Use old words
  • Finding Keywords
  • Keyword Density
  • Writing powerful key phrases
  • Good linking - anchor text
  • Use hyperlinks effectively

Module 4 - Blogging

  • Blogging, Facebook and other Social Networking
  • Setting up a blog and writing blog posts
  • Setting up a Facebook presence

Module 5 - Web Advertising

  • Internet Advertising
  • Banners PPC
  • Google and Facebook

Module 6- Writing Content for your Reader

  • Content Writing
  • Writing for Your Target Audience
  • Identifying goals for your content
  • Considering look, feel and voice
  • Developing personas
  • Writing styles, use of tone and storytelling
  • How to keep the trust of readers through good content
  • Creating an effective landing page
  • The power of the About us page

Module 7- e-Releases and Web Newsletters

  • Web PR
  • Distributing content to outside platforms
  • Writing e-mail newsletters

Module 8 - Making Money with Web Writing

  • Earning money on the Web
  • Blogging for money
  • Content writing for money
  • Getting a job as a web writer
  • Writing an effecting online CV

Module 9 - Creative Web Writing

  • Creative Web Writing
  • Refining your technique
  • Web Fiction
  • Blog Fiction
  • Flash Fiction
  • Fan Fiction

Module 10 - Pooling Your Knowledge

  • Review of techniques
  • Plagiarism - Content Theft
  • Wrap up
  • Requests and questions from students



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 one or two writing exercises as well as some online tasks. In total, the course includes ten short writing assignments, all of which count towards the final result of the student. 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 12 assignments (namely: 10 writing exercises, the blog and the Facebook Site).
  • 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


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

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Contact Us

Nichola Meyer or Koos Turenhout
Email: [email protected]


9-5 Monday to Friday

Work for Us

Vacancies at SAWC