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Certificate in Web Content Creation (Master Classes)


The certificate program consists of three Master Classes:

(1) Writing Web Content

(2) Architecting Web Content

(3) Creating Popular Web Genres

These three Master Classes prepare you to be a professional web writer or editor, working in a world of intense interactivity, fast feedback, complex content management, and constantly changing business models.

First you'll learn how to adapt your writing for the web, developing a truly electronic style.

Then you'll learn how to think structurally when approaching new content, exploring information architecture from the point of view of a creator. You'll see how to produce text that fits snugly into a content management system.

Then you'll write web content in half a dozen major genres, to put to work what you have learned, and to develop a portfolio of web samples for your job hunt, or career change.

These are Master Classes, like those in music. I'm an expert on web writing and editing, and I assume you are willing to put in the hard work to become a pro.

So you'll do a lot of writing in these workshops, and I will give you detailed feedback. You will stretch your writing muscles, exercise your mind with challenging ideas, and express yourself in a new way. You're going to become a maestro of web content.

Recommended text: Hot Text: Web Writing that Works, by Jonathan and Lisa Price (New Riders, 2002), ISBN 0-7357-1151-8, USD $40.

With a doctorate from Yale, Jonathan Price teaches web writing, information architecture, and content management at the University of California, Santa Cruz, the University of New Mexico, the Society for Technical Communication, and many major corporations. Jonathan and his wife Lisa are writers and editors for sites such as AOL, Disney, Hewlett Packard, Intuit, and KBKids. Lisa and Jonathan have written The Best of Online Shopping, and Hot Text: Web Writing that Works.


By the end of the first workshop, Writing Web Content, you'll be able to:

  • Trim text for Web delivery.
  • Make your page easy to scan.
  • Create linktext that accurately predicts what the users will get if they click.
  • Decide where to add links, and how to write them.
  • Create paragraphs that work as discrete elements in an object-oriented world.
  • Eliminate confusing material that makes visitors scratch their heads in confusion.
  • Write headings that work well in menus.
  • Organize menus so they make sense to your users.

By the end of the second workshop, Architecting Web Content, you`ll be able to:

  • Articulate the case for information architecture.
  • Organize multiple menus to address many users with many goals.
  • Organize individual menus so they match your users` conceptual models.
  • Enable precise searches.
  • Customize content for distinct groups, and personalize content for individuals.
  • Structure reference material and conceptual information for rapid use.
  • Build processes and procedures that enable action.
  • Define a standard set of patterns for your content.
  • Lead your team in developing an architecture for your informative objects.

And by the time you complete the third workshop, Creating Popular Web Content, you`ll be able to do at least six of the following:

  • Write marketing copy that persuade your customers to act
  • Organize and write news releases that journalists will really use
  • Create answers to Frequently Asked Questions (FAQs)
  • Create embedded assistance and help for your web site
  • Create news articles for Web publication
  • Write a successful e-mail newsletter
  • Craft your own Web log (blog
  • Produce Webzine articles that provoke discussion
  • Convert your resume for delivery by e-mail and the Web
  • Create a web portfolio of samples of your work


Your progress will be assessed by:

  • Instructor evaluation of written work, following the detailed guidelines given in each module
  • Final exam or web portfolio

course quick facts
course code DED232-B
cost $1200.00
estimated time to
complete course
90 Hours
course materials
5 Months

For Anthony Agerskov teaching is a passion, especially online teaching. In addition to being the president of his own company, he has been an online educator for five years, and an educator for 20 years (classroom and online). It is his belief that it is crucial to use the latest technology and educational principles to create online courses for students that is effective, flexible, and exciting. Besides holding two university degrees, he has received a great deal of understanding from the number of trainings he has attended, which have included topics such as: Website design and Web Content.