Expired Virtual Writing Workshop Series: Writing for the Web: Driving Traffic and Conversion

Writing well is not the same thing as writing well for the web. Web writers must not only understand how people digest content, but also how they find it when searching or browsing, access it across various devices, navigate the site it’s on, and share it with others. The conventional wisdom of a few years ago may no longer be relevant today, especially as traffic shifts to mobile and search shifts to voice.

This workshop will serve as a guide for those who want to better leverage their current website or who are looking to make a change and rethink their website altogether. The lessons learned will be applicable for both B2B and B2C audiences. City Parks Alliance will share how they approached content structure and writing for a newly-designed website that has led to increased traffic and on-site conversion.

Specifically, we will:

• Review how writing affects the abilities of your website to achieve business goals, including: Visibility, Usability, Accessibility, Shareability
• Learn the dos and don’ts of content writing from an in-house expert who recently restructured their entire website
• Explore how search engines read your content and what it means for Google rankings and traffic

About Anthony:

Anthony Shop is Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, content, and advertising. Anthony is also Chairman of the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times and “40 Under 40” by The Washington Business Journal. A former newspaper reporter, Anthony was the first new media professional elected to the prestigious National Press Club’s Board of Governors. Prior to founding Social Driver, he served as press secretary for a top U.S. congressional race and as a journalist. He earned his MBA from The George Washington University School of Business, where he has taught as an adjunct lecturer.

Emma Ruehl is the digital marketing & design manager at City Parks Alliance, a national urban parks advocacy organization based in Washington, D.C. She owns “all things digital” at the organization, managing the website, email marketing, search engine optimization strategy, and social media. She also serves as the organization’s in-house graphic designer and has been a freelance designer for the last nine years. Previously, she was an SEO & conversion specialist at a web development agency in San Antonio, TX. Emma is passionate about helping companies tell their stories with digital marketing solutions that are measurable and memorable. She finds solutions by translating large-scale goals down to actionable tasks, starting from the heart of brand identity and making genuine connections between companies and the people they serve.