A good copywriting course should help learners understand the way that people read webpages.

There’s no point in learning to write sparkling copy on an online copywriting course if visitors don’t engage with the text in the first place.

So, in-house copywriters should work closely with the webpage designers, to ensure their copy is displayed effectively.

Webpage visitors look at web pages using a loose F shape.

First, they read a left-to-right a horizontal movement across the top the content area – the top bar of the F

Then they move down the page and read across in a second horizontal movement. But this is a slightly narrower read than the previous movement. This forms the second bar of the F

Last, they look at the left side of the page in a vertical movement. This forms the last element (the stem) of the F.

People also tend to either scan, or skim, web pages.

Scanning means they cast their eyes over the screen, looking for something in particular. They stop when they find it – and then read it.

So, news websites are usually designed so that the content – headings, menus, pictures – remains in the same place. This makes things easier to find.

Skimming means readers cast their eyes over the screen, looking at everything in general. Then, they stop if they see something they like.

So, a good copywriting course, like the accredited one offered by the College of Media and Publishing, trains learners to write for both types of readers.

Cleland ThomCleland Thom is a web writing consultant. His clients include Waitrose,NSPCC, the Big Issue, London Fire and Rescue, FT 100 corporations, andcentral government departments.www.clelandthom.co.uk