Overview

Want to write web copy that gets seen and gets results? Instructor Ruth Clowes takes you on a journey in this hands-on, in-depth masterclass to show you how to combine compelling writing with smart SEO strategies to grow your online presence and boost your business. Perfect for business owners, creative entrepreneurs, and personal brands, this course will teach you to craft content that ranks in search engines, attracts the right audience, and drives real action—whether that's clicks, sign-ups, or sales. By the end of the course, you’ll be able to: * Conduct effective keyword research and choose the right focus keyphrases * Define a clear content strategy based on your audience and goals * Write high-performing copy with strong structure, subheadings, and calls to action * Create microcopy, blog posts, and other web content that’s optimized and persuasive * Edit and maintain your copy to keep it fresh, relevant, and ranking You don’t need prior writing or SEO experience—just a passion for your brand and a solid understanding of what makes it unique. With detailed walkthroughs, real examples, and a downloadable workbook, you’ll be able to apply what you learn right away and start seeing results. Instructor bio: Ruth Clowes is a professional copywriter and copywriting trainer with more than 20 years of experience in marketing and communications. Throughout her career, she has helped businesses craft promotional copy that drives sales, boosts customer engagement, and achieves measurable marketing goals across digital, social, and print platforms. Ruth is a member of ProCopywriters and trained with the Chartered Institute of Marketing and the Andy Maslen Copywriting Academy. With additional training in SEO, Google Ads, and Google Analytics, she combines creativity with data-driven insight to deliver copy that not only sounds great but performs effectively. Her students include entrepreneurs, bloggers, influencers, affiliate marketers, in-house professionals, and seasoned writers alike—anyone looking to sharpen their copywriting skills and achieve stronger results.

Syllabus

Introduction to SEO Copywriting

This module introduces the core purpose and potential of SEO copywriting. You’ll learn what makes web copy effective from an SEO perspective and how to find the right keywords for your content. By the end of this module, you’ll have a strong foundation to start crafting optimized copy that works.

Building a Strong Strategy

Before you write, you need a plan. In this module, you’ll learn how to define your content strategy, organize your ideas, and build a structure that supports both users and search engines. You’ll also draft your first piece of SEO-friendly content using a proven process.

Optimizing for Engagement

Strong copy doesn’t just rank—it converts. In this module, you’ll enhance your draft by writing titles, subheadings, and calls to action that grab attention and drive results. These simple but powerful techniques can dramatically improve user engagement and SEO performance.

Refining Your Voice and Clarity

Good writing is clear, compelling, and consistent. In this module, you’ll refine your draft by improving its readability and aligning it with your brand’s tone and voice. You’ll also learn editing strategies that ensure your copy is both user-friendly and optimized for search engines.

Advanced Techniques and Final Steps

In this final module, you’ll explore advanced techniques like writing microcopy and adapting your skills for different types of pages. You’ll also learn how to keep your content fresh and relevant long after it’s published—so it continues to support your business goals.