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Writing for the web
How copy works on the internet
Hello and welcome
Writing for the web is not like writing a book
How we read on the web
A note about what comes next
Structuring your writing for the web
Headings
Good first paragraphs
Short sentences and paragraphs
Include calls-to-action
Use images and media
Structuring your writing: quiz
Using language effectively
Choose the right version of a word
Active voice vs passive voice
Avoid redundant words
Show, don't tell
Using effective language: quiz
Tone of voice
What is tone of voice?
Defining your audiences
The tone of voice matrix
Finding your default TOV
Adjusting TOV for audiences and spaces
Next steps and going deeper
Practical examples: Key page types
Pages for exhibitions, events, productions or products
About pages
Informational pages
Landing pages for ads
Next steps
Further reading
Your certificate & feedback
Include calls-to-action
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