Copywriting for the web

Neuronal fireworks - what reading does to our brain

• In the dark room of thought: brain and neuroscience.
• Understanding the world and shaping the world: Language as an instrument.
• Reading educates - even the brain!

Writing like the pros - what we can learn from quality journalism

• Journalistic genres and styles - an overview.
• How journalistic forms set standards for text quality.
• Quality texts with spin - the added value (in) corporate communications.

Why reading is not just reading - how we perceive online texts

• Reading is a long, calm river - but not online!
• Reading and perceiving: the differences between print and online texts.
• Linear reading versus disruptive reading.
• What conclusions different forms of reading entail.
• Guidelines for the production of online contributions.

Online texts: Structure and organization

• The most important building blocks for successful online texts.
• Text structure in electronic media.
• Arguing on the web? Convincing online readers.
• Step by step more orientation and reading motivation: the "red thread".

Headline, teaser & co.: How the classic online formats work

• The text formats and their rules.
• Which target groups should be addressed?
• What are the target group-specific messages?
• Which key terms do online media use for this?

The magic of the algorithm? How search engines "read" our texts and evaluate their relevance

• What algorithms and baking have in common.
• Algorithms and texts on the web.
• Relevant or not - that is the question here!
• What the relevance question means for text design.

More than just a text: How online texts can enrich our understanding

• Texts and more: Enriching online texts, enriching readers.
• Network, refer, understand: The strengths of the online medium.
• Holistic content. Texts on the web as a multimedia learning experience.