Netmarketing Courses
Writing for the Web

Writing for the Web

It has been apparent for some time that effective writing for the web has become an absolutely core competency. We've moved away from the pseudo-words beloved of text messaging and are now at a stage where true wordcraft is vital to communication.

Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won't fit within the constraints of Facebook or Instagram character counts.

You may have written a fabulous blog post - but if you haven't optimised your content for Google Search, chances are that no-one but you will see it.

And the few seconds that represent the average time-on-site for typical web browsers means that we simply don't have the luxury of indulging in long paragraphs.

Yes, writing for the web requires a whole different approach -- and you can either learn that the hard way, by discovering it for yourself, or learn from us.

A couple of years ago, in response to this need, we developed a popular half day workshop to take marketers through the requirements of writing for the web.

Now, in response to demand from New Zealand businesses, we have repurposed that workshop as a full-blown online training course, complete with content that's been refreshed and updated to reflect today's needs, including ChatGPT and other AI writing tools.

 

Writing for the Web - online training course

Here's what the course covers:

Introduction

Why writing for the web requires different approaches to writing for traditional media (and how this course takes you through the key elements you need to know).

Lesson One: Understanding the Essentials

1. WHO
Who are You Writing To? Before you create a single sentence, you need to understand your target consumers -- otherwise your words may be wasted.

In this part of Lesson One, we cover:

  • Profiling your ideal customers
  • Determining their motivations and attitudes
  • Reviewing their media habits
  • Understanding their preferred communications formats
  • Determining their needs & wants
  • Identifying their concerns, goals & challenges
  • Shaping your solutions accordingly

2. WHAT
What are you writing about? Take a closer look at yourself and your organisation, so that your communications reflect exactly who you are. We review:

  • Understanding your brand personality
  • Staying true to your brand values
  • The importance of authenticity and credibility

3. ChatGPT & OTHER AI WRITING TOOLS
AI writing tools such as Jasper and Rytr (and many more) have been around for a number of years, but the November 2022 launch of ChatGPT transformed the landscape. Millions of people are now using AI to create content. We ask:

  • Should YOU use tools like ChatGPT, Claude, Google Gemini, DeepSeek, Qwen, Jasper, NeuronWriter and the like?
  • If so, how do you start?
  • What are the pitfalls and promises?

 

Lesson Two: Writing for Social Media

With your target audience spending so much time dallying on social media these days, you really must master the art of the effective social media post. You can't just copy and paste what you have written elsewhere -- social media requires quite a different approach. You only have a few seconds to make an impression: most social media consumption happens on mobile devices, and audiences are quickly scrolling through their feeds looking to be entertained or (sometimes) informed. You won't grab their attention without careful planning and the right content.

Lesson Two talks about:

  • different approaches to different social networks
  • recommended character limits for each network
  • swapping formality for conversational gambits
  • headlines, descriptions, links and what goes best where

 

Lesson Three: The Content Formula

What should you talk about online? Too many organisations are too busy talking about themselves to even notice that their followers just aren't bothering with them anymore.

In Lesson Three, we share:

  • The content sweet spot
  • The seven attributes of effective content
  • Google's Zero Moment of Truth formula and why it matters to marketers
  • The new importance of listening
  • Bringing your own voice to AI-written content
  • Seven consumer comment types and what they mean

 

Lesson Four: Writing for Search Engine Optimisation & AI Search

How can you make your writing insanely popular? The answer, as you've probably guessed from the title of this lesson, is by optimising your content for search engines (by which we mean Google, which accounts for more than nine out of every ten NZ searches).

With Search Engine Optimisation (SEO) and AI Search, you are shaping your content for both humans and Google bots. And that in turn means that you must walk a fine line between content that will appeal to your prospective customers and content that tells Google exactly what you're all about.

We're talking:

  • Content that isn't too short or too long, but just right (think Goldilocks, but for length)
  • Content that reflects Google's essential formula, E-E-A-T
  • Keywords and keyword phrases that reflect what prospects are actually searching for
  • Wording that is becoming more conversational (as consumers do more and more voice searching, thanks to Siri, Alexa and Google Assistant)
  • Image tags that are not merely functional but related to your topic
  • Meta descriptions that humans don't see but which explain your content effectively to Google
  • Using keyword synonyms to hammer home your key themes without being repetitive
  • What you need to know about keyword search patterns
  • The importance of longtail keywords
  • The hotlist of buyer keywords
  • The essential knowledge that you can learn from the Google Keywords Planner
  • Ideal headline length and keyword density

 

Lesson Five: Consumer Psychology

A good working knowledge of psychology -- and in particular of the relevant human characteristics that can enhance your communications -- will stand you in very good stead when it comes to writing for the web.

In this lesson, we are going to take a look at some key psychological insights and triggers that will help you to write more effective content, including:

  • Understanding ELMR, which stands for Emotion, Logic, Motivation and Reward
  • Professor Cialdini's Theory of Influence and how you can use its six key elements in your marketing messages
  • Why People Buy (and the implications for your copy)
  • 13 Key Psychological Triggers which you should consider using

 

Lesson Six: Writing That Sells

How can you best convince visitors to purchase your products or service, especially with the seemingly unstoppable adoption of ecommerce? In this Lesson, we discuss the gentle practice of creating content that lures interested prospects to you, and then converts them into buyers. This lesson discusses:

  • the seven key principles of selling online
  • essential elements of effective websites
  • creating compelling headlines
  • key components of effective product listings
  • pictures that sell a thousand words
  • Sizzling Descriptions & Enticing Offers
  • Crafting an effective description

 

Lesson Seven: Sharing

How can you get people to share your content?

In this lesson we explore the types of content that people love -- and love to share. You'll learn about:

  • Why people share
  • The 20 types of sharing styles that are most effective in social media
  • Finding and using hash tags effectively
  • How you can help your content travel

 

Lesson Eight: Content Structure

How can you best plan out your content so that you don't end up staring at a blank page and wondering what to write about?

In Lesson Eight, we cover:

  • How to create an effective content calendar
  • Optimal sizes and word lengths, by medium
  • Most popular lengths for blog & social media posts
  • What you need to know about email subject lines

 

Lesson Nine: Writing for Google Ads

Google Advertising has now become an essential part of most Kiwi businesses' online efforts (in much the same way as the Yellow Pages were a key element of getting found off-line, back in the day). Writing Google ads is part art but predominantly science: you need to follow the formulae in order to get exposure to all those prospective customers entrusting their desires to Google.

In this vital lesson, we share with you:

  • What you need to know about responsive search ads
  • The secrets of writing effective headlines
  • What to include in successful descriptions
  • What you absolutely must know about keywords
  • The best types of Calls to Action for your products or services
  • Steps you should take to improve your Quality Score (and why those numbers matter)

 

Lesson Ten: Writing for Video

Over the last several years, consumers have turned more and more to online video for entertainment and information. Marketers have responded by creating videos covering every aspect of promoting their products and services. But not every video is created equal, especially when it comes to ensuring that people watch more than a few seconds. We want to change that, especially for your videos.

In Lesson Ten, we reveal:

  • How much attention your videos are likely to get, before watchers swipe away
  • What you can do to grab attention early and encourage people to stay tuned
  • The importance of subtitles when so many have viewing videos without sound
  • Software tools that can turn your wondrous words into effective voice-overs
  • How to optimise your videos on YouTube

 

Lesson Eleven: Content Curation

Much of your online activity can, and often should, involve sharing other people's content. So how do you find and share that content?

In Lesson Eleven, we reveal:

  • Curation tools you can use
  • Where to find trending topics
  • How best to share

 

Epilogue

We close with a warning, as we reveal the seven deadly sins of writing for the web.

 

WHO WILL BENEFIT FROM THIS COURSE?

Every organisation and every person who needs to prepare online content, whether for your website, for search engines, for social media or for video.

 

TIMING

This course begins on Wednesday 03 September, 2025.

 

INVESTMENT

This eleven-part online training course is available for $897+GST. However we offer an EARLY BIRD DISCOUNT of $100 — pay just $797+GST for bookings received by the end of Wednesday 27 August, 2025. Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please enrol by clicking here:

Enrol Now

If you would prefer to pay by bank deposit, or require an invoice, please send an email to info@netmarketingcourses.co.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Writing for the Web online training course.

If you would like more information first, or have questions, please email us at info@netmarketingcourses.co.nz

Your instructor for this course is Michael Carney, one of New Zealand’s most experienced digital marketing practitioners and educators. As the founder and director of Netmarketing Courses, Michael has dedicated the last fifteen years to researching, creating, and delivering practical, relevant online training designed specifically for the Aotearoa market. His mission is to empower Kiwi organisations and marketers with the skills they need to thrive in a competitive digital landscape. To date, he has trained over 3,000 students through partnerships with leading industry bodies including the NZ Marketing Association, NZ Retailers Association, Tourism Industry Association NZ, and Hospitality NZ.

Course participants range from absolute beginners just starting to come to grips with digital marketing through to senior marketing professionals looking for Continuing Professional Development and seeking to stay up-to-date with the latest changes in the ever-evolving digital environment. Specific courses are offered for organisations of all sizes, from solopreneurs and small businesses through to local and central government bodies and large corporate businesses.

Michael has practical, hands-on experience with all aspects of digital marketing, from website creation to social media advertising, from strategic guidance and trend analysis to thought leadership. He has been online since 1987 and involved with digital marketing in all its aspects since the mid-1990s. He was an early adopter of Generative AI when ChatGPT launched in late 2022, and now has extensive experience with using AI for research, brainstorming, content creation, design, video creation and editing and what's become known as "vibe coding", using AI to develop web applications.

Michael’s expertise is built on a career spanning more than four decades, during which he has developed marketing and advertising strategies for many of New Zealand's most iconic brands. His extensive client list includes The Warehouse, ANZ Bank, Lion Breweries, Griffins Foods, Sony New Zealand, Honda New Zealand, and Heinz Wattie. This deep, hands-on experience at the highest levels of the industry ensures that every course is grounded in real-world application, not just academic theory. He has held senior strategic roles in major advertising agencies, including National Media Director at HKM Advertising and Strategic Planning Director for The Media Counsel. He currently also is Digital and Strategic Director of the creative agency Good Gravy. 

Beyond his client work, Michael is a respected thought leader, published author, and industry contributor. He wrote the bestselling book "Trade Me Success Secrets," which sold out its first printing in just six weeks, and has ghost-written several other business books on topics like digital transformation. For years, he chaired the Network of Digital Marketers for the NZ Marketing Association and he has been a regular magazine columnist for Marketing Magazine and other titles. This unique combination of in-the-trenches experience, proven teaching ability, and strategic insight makes him the ideal guide to help you master digital marketing.

Feedback from previous digital marketing training course and workshop participants:

  • It is great that we have managed to get an external perspective on marketing in the digital space – your expertise in this area is greatly appreciated. – Hazel T.
  • I really enjoyed the [Digital Marketing Workshop] today and got a lot out of it  – Nikki H.
  • Thanks for a great [Digital Marketing] session yesterday, really enjoyed it and learnt lots – Izi W
  • “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
  • “thought the information within was outstanding” – Ed P, General Manager
  • “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
  • “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
  • “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
  • “Rapt with what I have seen of the course” — Julia R, fashion editor
  • “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
  • “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
  • “I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer