Write Your Own Business Website

Does your website talk to your customers effectively? Is your message clear? Do your customers know how well you can help them?

This practical online course gives your website a confident, authentic voice that convinces your customers of your expertise. As you work through each session, you explore your business’s personality, develop language tools to maximise your sales and create ready-to-use web content that appeals to your customers.

Get laser-focused so you can confidently present the business you want your visitors to see.

Professional copywriter Lucy Cripps gives you the skills and confidence to write your own authentic website content. 

At the end of the supportive online course, your website will wow your customers. As you work through each session, you explore your business’s personality, develop word-craft tools and create ready-to-use web content that appeals to your customers.

Fill your writing toolbox with persuasive techniques and develop your credible, authentic voice, so you can confidently present to visitors the business you want them to see.


Start date: 13 June 2022
Duration: 4 weeks
Skill level: Intermediate
Session length: Weekly
Sessions: 3
Price: £540 (inc. VAT where applicable)


NEXT COURSE (Tortoise)

Start date: 13 June 2022
Duration: 3 months
Skill level: Intermediate
Session length: Monthly
Sessions: 3
Price: £540 (inc. VAT where applicable)

Course Director

We’ve designed this course for small-business owners, sole traders and freelancers who want to have a competitive website with confidently written content. 

At the end of the course, you have content ready to upload to the CMS of your choice. 

It’s perfect if you:

  • Need a web presence or want to update your existing website 
  • Think your website could be better but you’re not sure how 
  • Would like to develop professional-quality copywriting skills
  • Would like to feel more confident in communicating with your customers
  • Want to make your content work harder
  • Feel your business personality could be clearer
  • Would like an authentic voice that naturally engages with your visitors
  • Want to join a friendly and supportive group of small-business owners, sole traders and freelancers
  • Can dedicate five hours per week for the duration of the course

Choose which course format best suits you

Hare (1 month)
Ideal for super-driven business owners, the Write Your Website course runs over four intense weeks of laser-focused exercises, tailored guidance and confidence-building writing tips.

Tortoise (3 months)
Ideal for super-busy business owners, the Write Your Website course runs over three glorious months of support, friendly banter and life-changing writing tips, hacks and exercises that build confidence. 

At the end of one or three months, you’ll have a website that speaks directly to the hearts of your dream clients.

How much time does each course need?
Like the race, the course content for Hares and Tortoises is exactly the same – the only difference is the time you take. The Hare needs around 7 hours a week to create full-on fantastic copy. For the Tortoise, a couple of hours a week is perfect. Each exercise has a suggested time allocation, so you can fit it around life and work.

Together, we explore how word choices, easy-to-understand grammar and logical organisation on your business website can speak to your customers with a clear, authentic voice. Simple tips and tricks used by professional website-content writers help you improve the look, feel and personality of your site, giving you a platform you’re proud to share with your customers. With professional guidance, practical exercises and constructive peer feedback, you confidently create your own webpages. 

Over the course (either the four-week Hare or three-month Tortoise version), you will:

  • identify and express your business’s personality
  • compose a tone-of-voice document relevant to your customers
  • develop a style sheet to ensure consistency in your future content
  • plan content that most benefits your business
  • write clickable menu tabs, calls to action and titles
  • understand the benefits of funnel marketing and sales messaging
  • write your key webpages (a selection from services, products, portfolio, case studies, blog, FAQs, contact, testimonials/reviews, news, page not found, T&Cs, privacy policy, subscribe to newsletter)
  • create an editorial calendar and learn to stick to it
Session 1: Getting to know your business’s character
Understand what you like about website content and start to see how to translate that into your own website. 

  • Explore competition and successful websites outside your industry 
  • Compose a tone-of-voice document that specifically targets your clients
  • Develop a style sheet to ensure consistency in your future content
  • Define your keywords 
  • Identify your key webpages 
  • Map your website

Session output: You compose a comprehensive tone of voice document and style sheet. You create a website map.

Session 2: Show the world who you are
After exploring your business’s personality and target audience, you use practical tips and tricks to write your home and about us page and develop clickable tabs and titles that acknowledge the importance of funnel marketing and sales messaging.

  • Understand how people read websites 
  • Gain tips and tricks for writing concisely 
  • Write your home and about us pages
  • Write clickable menu tabs, calls to action and attention-grabbing titles and featured snippets
  • Funnel marketing and key messages for sales

Session output: You draft you home and about us pages. You create clickable CTAs and menu tabs.

Session 3: Write your website (mix and match)

With your new tools, support and confidence, you write your key webpages. You also create an editorial calendar to keep content relevant and fresh after the course.

 Pages explored

  • services
  • products
  • portfolio
  • case studies
  • blog
  • FAQs
  • contact
  • testimonials/reviews
  • news
  • page not found
  • T&Cs
  • privacy policy
  • subscribe to newsletter
  • … others are available to suit your needs

Session output: You draft all your key webpages. You develop editorial calendar for future writing.

At the end of the course, you have all the content you need for your website, ready to upload to your CMS. You can choose to submit your web content to Lucy for feedback and/or edit for an additional fee.

We teach this course in our online classroom, which is open 24/7, so you can fit learning around your work, family and friends. You work in a small group of learners, so you can discuss ideas, ask questions and share your writing as you progress through the sessions.

We can also teach this course on a one-to-one basis or run it exclusively for a group as part of continuing professional development. Please get in touch with us if you’d like to know more.

You’ll learn from:

  • Podcasts and videos from Lucy Cripps and other website-writing experts
  • Written guidance, prompts and writing exercises
  • Carefully selected reading and viewing lists
  • Webinars and feedback from Lucy
  • Ongoing practical exercises to help you explore your voice and content-writing craft 
  • Online discussions with your group and the chance to share and give feedback on each other’s website writing

What will I need?

  • Hare (1 month) version: 5 to 7 hours per week
  • Tortoise (3 months) version: Around 2 hours per week

    A notebook and pen or pencil if you like to make notes by hand

    Nice to have: a web domain name and access to your chosen CMS (popular ones are WordPress, Joomla, Drupal, Magento, Blogger, TYPO3, etc.) 

A laptop or computer* with:

  • A reliable broadband internet connection
  • Speakers or headphones
  • The latest version of Google Chrome, Firefox, Internet Explorer, Edge, or Safari
  • Microsoft Word. If you don’t have this, you can download Open Office free
  • Adobe Reader, latest version. Download free
  • QuickTime Player, latest version. Download free

*You can access the course from a tablet or smartphone, but we recommend using a laptop or computer, to make it easier to share your work files with your writing group.

Join our alumni

After your course, you can join our online alumni where you’ll meet our growing network of past students. The alumni are a friendly group of writers and businesspeople who support each other as they continue to explore and develop their writing.

In our online alumni area, you can:

  • Rejoin your classmates on a private forum and access an archived version of your course materials and forum posts
  • Meet alumni from other courses and groups and share your work for feedback on our alumni critiquing forum
  • Join discussions about reading, writing, editing and ideas on our general discussion forum. This is also where we share news and useful info
  • Retain access to our resources area, which has interesting and informative links
  • Chat with other people online using the alumni area live chatroom. We also host live chats with guests here

Taking things further

If you’d like to continue on to another Professional Writing Academy course, we’ll give you a discount. Please get in touch for more details.

If your site doesn’t show you understand your customers’ wants and needs, they won’t engage with your business.

Lucy Cripps

Common Website Mistakes: No 1
Lucy summarises. More on YouTube.


Users won’t read web content unless the text is clear, the words and sentences are simple, and the information is easy to understand.

Jakob Nielson

Website usability guru

What our students say...

Practical suggestions on how to improve document quality were an added (and unexpected) bonus! From my personal experience, I am very comfortable recommending Lucy very highly.

Mia, The Mawdsley Effect

What our students say...

Engage. Inspire. Teach. This is Lucy in a nutshell. She is fantastically creative and energetic when it comes to teaching.


What our students say...

Best teacher ever! Lucy is not only a great instructor, but also wonderful mentor. I have learned a great deal in her classes, and I am grateful to have had such an inspiring teacher.


What our students say...

One of our best freelance editors.

Red Bull Media House

What our students say...

It was amazing what you edited, wrote, posted, simply did, often at short notice. You are a huge part of the success we had!

Karin, Red Bull executive producer

Ready to start writing?

Price: £540 (inc. VAT where applicable)
Price: £50
Ask us anything...

Ready to start writing?

Price: £540 (inc. VAT where applicable)
Price: £50
Ask us anything...

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