Business Website Writing

Make your website stand out from the crowd and help to grow your business 

Do you need to write your business website? Does your current website copy talk to your customers effectively? Do you need to make your website’s message clearer? Do your customers know how well you can help them?

At the end of this four-week practical online course, your small-business website will have confident, authentic written content that convinces your customers of your expertise.

As you work through each session, you’ll explore your business’s personality, develop language tools to maximise your sales and create ready-to-use web content that appeals to your customers.

Show your visitors the business you want them to see.

NOTE: This course focuses on the words on your website. We will discuss images and other media, but this course is not about brand design, layout or the technical aspects of setting up your site. 



Course Director


FREE mini content audit

Send me your home page address and I’ll point to three ways your website is working and three simple changes that should improve customer engagement.

We’ve designed this course for small business owners, sole traders and freelancers who want to increase sales and keep visitors longer with a competitive, clear, confident website.

Whether you’re just starting out, or you realise your site isn’t working as well as it could be for your business, this course will help you shape your content in a way that maximises customer engagement. 

At the end of the course, you will have business-boosting content ready to upload to your CMS.

It’s perfect if you:

  • Need a web presence 
  • Think your current website’s traffic is dropping or your bounce rate is going up 
  • Want to increase sales and boost business
  • Need clearer business messaging – do your customers know what you’re offering?
  • Want to talk naturally to your customers
  • 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

Explore how word choices, little grammar tricks and logical organisation of your business website can talk to your customers with a clear, authentic voice. Simple tweaks used by professional website content writers help you improve the look, feel and personality of your site. Your newly on-message website will boost business, increase sales and impress customers.

Over four weeks, you will write your website with professional guidance, constructive peer feedback and practical exercises that explore website writing best practice.

In a supportive group, 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 will most benefit your business
  • Write clickable menu tabs, calls to action and titles
  • Understand the benefits of funnel marketing and sales messaging
  • Learn the best ways to write a website
  • Write your key web pages (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 how 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 write your own website copy.

Session output: Compose a comprehensive tone of voice document and style sheet. Create a website map.

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



Session output: Draft home and about us pages. Create clickable CTAs and menu tabs.

Session 3: Write your website (mix and match)
By this two-week session, you’ll have the tools, support and confidence to write your key web pages. You’ll also create an editorial calendar to keep content, blogs and web pages relevant and fresh after the course.

Session output: Draft all further key web pages. Develop editorial calendar for future writing.

We teach this business website writing course in our online classroom, which is open 24/7, so you can fit learning around your work, family and friends. You’ll 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. 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?

  • 5 to 7 hours per week to work through the course
  • 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, as this makes 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 and students who have completed the face-to-face course. The alumni is a friendly group of writers and business people who support each other as they continue to explore and develop their writing.

Within 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 in on 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...

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

What our students say...

One of our best freelance editors.

Red Bull Media House

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...

Great instructor! The classes she taught were always interesting and I’ve learned a lot about grammar and writing.


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

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