Despite being surrounded by web copy every time we turn on our computers and phones, it's not always obvious how to write for the web. Part of the challenge is that it's quite unlike writing for other destinations. You may need to unlearn techniques which would work fine in a book, magazine, journal or formal letter.

We read and write on the internet every day. Over decades, the web has become its own medium, complete with rules and best practices and dos and don'ts. Much of this is down to 'the web' being infinitely large and packed with distractions.

If someone picks up a book, a magazine or a newspaper, whether in print or digital versions, they're making a decision to read that specific thing. For a time, the reader will be concentrating on that object alone. When turning the pages of a novel, a reader is less likely to be suddenly distracted by a shiny video ad or a newsletter pop-up.

Online spaces are different. Your website doesn't exist in glorious isolation, but is instead surrounded by other websites and services and social platforms and advertisements. The web is an infinite library filled with neon signs and salespeople shouting for our attention.

It only takes a single click for someone to leave your website. If they don't find what they want within a matter of seconds, they will go elsewhere.

This is where good copy, written specifically for the web, can make all the difference in the world.

Arts and cultural organisations have access to unique content and perspectives. This course will help you translate your institutional knowledge and expertise into material that will work on the web.

Next, we'll look more closely at how people read online.