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Creating Popular Web Content (Master Class)


Learn to write and edit some of the most popular genres that populate the web. Become a versatile Web writer or editor, able to handle whatever your boss throws at you. Develop a deep portfolio to show future employers and clients

You'll see how each genre has evolved as a virtual conversation between thousands of users, and thousands of writers, over time. Each element in the standard structure responds to a particular type of question asked by a lot of users. When you understand the give-and-take of this exchange, you can write the individual components much more easily. For each genre, then, we focus on what your users want, and what standard elements you need to write or edit, to respond.

You'll also learn how to tune your style for particular audiences. Some want extremely personal rants; others talk like Sergeant Friday, saying they just want the facts, M'am. As you adjust your tone for different groups, and different purposes, you became a more flexible, and accomplished web writer.

And you'll learn to write web content that works--persuasive marketing copy, press releases that get picked up by journalists, FAQs that help users navigate your site, news stories that provoke discussion, successful e-mail newsletters, entertaining webzine articles, a Weblog giving your personal vision to the world, and an electronic version of your resume.

Each week, you will receive course materials from me, with guidelines, tips, and challenges, and you will read a chapter in our book, Hot Text: Web Writing that Works. You can email me questions, stray thoughts, or concerns at any time, and I will get back to you as quickly as I can. When you have read the material and done the challenges, you send those to me by email. You will usually get my comments back within 24 hours, along with materials for the next module. The course is designed to help you become a professional, so I invite you to ask any questions that occur to you, along the way.

Required 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, content management, and XML 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 course, you`ll be able to

  • 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 portfolio of samples of your work


  • Instructor evaluation of written work, following the detailed guidelines given in each module
  • In-depth responses to your individual questions
  • Final exam.

course quick facts
course code DED232-H
cost $325.00
estimated time to
complete course
30 Hours
course materials
6 Weeks

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.