Updated April 2025

Overview

Module 1: Foundations of Digital Copywriting & 2025 Industry Trends

• 2025 copywriting trends and industry developments
• The impact of AI and automation on content creation
• Understanding different content types (blogs, ads, social media, email, landing pages)
• Principles of persuasive and conversion-driven writing
• The psychology of reading and engagement online
  

Module 2: Writing for SEO and Search Intent

• SEO copywriting fundamentals and ranking factors
• Understanding search intent and mapping keywords to content
• Writing for featured snippets, voice search, and long-tail queries
• Optimising headlines, meta descriptions, and content structure
• Balancing readability, engagement, and keyword optimisation
  

Module 3: Creating Engaging Organic Social Media Content

• Writing compelling content for Facebook, LinkedIn, Instagram, TikTok, and Twitter
• Crafting engaging captions, hooks, and storytelling for organic reach
• Understanding social media algorithms and optimising for engagement
• Adapting brand voice and tone for different platforms and audiences
• Encouraging user interaction through questions, trends, and hashtags
  

Module 4: Email Copywriting & CRM Strategies

• Crafting compelling subject lines and preview text to boost open rates
  
• Writing high-converting email sequences and automation flows
• Personalisation, segmentation, and behavioural targeting techniques
• Avoiding spam filters and improving email deliverability
• Measuring success through open rates, CTRs, and conversions
  

Module 5: High-Converting Website & Landing Page Copy

• Crafting engaging homepage, service page, and landing page copy
• Writing powerful calls-to-action (CTAs) that drive conversions
  
• Structuring web pages for readability, persuasion, and SEO
  
• Using emotional triggers and storytelling for higher engagement
  
• A/B testing and data-driven copy optimisation strategies
  

Module 6: Writing High-Impact Online Ad Copy

• Crafting ad copy for Google Ads, Facebook, LinkedIn, TikTok, and Instagram
• Writing headlines and descriptions that drive clicks and conversions
• Using urgency, scarcity, and emotional triggers in ad messaging
• A/B testing and refining ad copy based on performance data
• Understanding ad compliance, policies, and best practices
  

Module 7: AI, Automation & The Future of Copywriting

• Leveraging AI tools for content generation and optimisation
  
• Balancing AI efficiency with human creativity and authenticity
  
• Ethical considerations in AI-generated content and brand voice
  
• Future trends in AI-driven personalisation and automation
  
• Best practices for using AI without losing engagement
  

Module 8: Copywriting for Messaging and SMS

• Understanding the messaging landscape across SMS, WhatsApp, and social platforms
• Crafting high-impact short-form copy tailored to mobile-first engagement
• Applying tone, urgency and CTAs to drive immediate action
• Sequencing message flows aligned to customer journey stages
• Complying with privacy laws, opt-outs, and platform limitations