Full day training course

Copy Tactics and Optimization

Small text changes, big wins

A simple line of copy can encourage customers to self-help instead of calling customer service, persuade them to give you more information about themselves, or start interacting online with your company or brand.

This tutorial will give you 24 sets of inspirational examples of quick copy fixes you could implement tomorrow, all with a specific business advantages. These text-only fixes typically don't require any programming, visual design, or layout changes.

Topics Covered

Topics Covered

The text-only fixes we’ll share are grouped into 6 themed areas, each with four sets of case studies.

  • First impressions
    • Meta descriptions
    • Home pages, landing pages, and About Us pages
  • Forms
    • Contextual help
    • Text supporting conversion/uplift
    • Plain language terms and conditions
  • Email messages: Newsletters and transactional messages
    • Subscription process
    • Subject lines
    • Retaining subscribers
    • Unsubscribe process
  • Copy for small spaces
    • Buttons
    • Mobile sites
    • Tweets
    • Text alerts
  • Customer service copy
    • Encourage self-help online
  • Four copy opportunities you may be overlooking



The course is mainly in lecture format with opportunities for group discussions. 

The course also includes:

  • Case studies and data that illustrate the effects of copy-only changes
  • Screenshots of copy changes that work and don’t work, and why
  • Opportunities to ask questions and get answers



Catherine Toole

Catherine Toole (@catherinetoole) is the founder and chairman of digital content agency Sticky Content, a Press Association company. A former press journalist, she has been providing content marketing strategy, copywriting, consultancy and training services to a wide range of clients, agencies and Government departments for almost 20 years. Sticky Content’s current clients include: Alstom, Aviva, Currys PC World, EuRail, Getty Images, Investec, Legal and General, Nationwide, Post Office®, RAC, Sony Europe, Virgin Media Business and Walt Disney Travel Company. A well-known speaker in the UK, Catherine runs content strategy seminars and writes an expert blog for Econsultancy.

Currently Scheduled

Currently Scheduled:

  • This course is not currently scheduled at our upcoming events

Apply this course toward UX Certification