Course Description

As any web designer or business owner knows, technology drives business today. Without an effective web presence, your company will fall short in the face of competition. But with a quality web presence, your company's success can be limitless. The question then becomes how to develop an effective web presence that will generate the right type of business for you.

This course pinpoints specific areas for consideration in crafting a higher quality, more effective web presence and higher quality customer relations. We cover identifying and successfully addressing your target audience, effectively presenting your company in this age of technology, quality writing techniques, and considerations specific to an online environment. The course is filled with wisdoms gleaned through the ages, put together in concise, accessible lessons.

By the end of the course you'll have re-conceptualized your web presence and honed it for greater appeal to your target audience, bolstering the likelihood of increasing your revenue. You will learn with others and enjoy the benefits of real-life feedback from other course participants on your web development efforts, every step of the way.

Recommended background

Whether you're a novice designer or have been doing this sort of work for years, you'll be able to get something from this course. Regardless of the tools you currently possess in your bag of tricks for quality web communication, this course will provide useful information that you will be able to apply in your own designs, to improve your web and customer relations practices. The information presented here is grounded in communication and persuasion research dating back to ancient Greece and including today's cutting edge scholarship. Take this course, employ its strategies and techniques in your company's web and customer relations practices, and enjoy more and more satisfied customers, beginning today!

How the course is organized

This course focuses on four key areas within the web communications domain:

  • Audience: The lesson on audience includes techniques for identifying your target audience, targeting them, establishing credibility with them, establishing customer relationships, and maintaining long-term customer relations.
  • Writing: The writing lesson includes considerations of audience, presenting information effectively, prioritizing information for effectiveness, writing short copy for maximum impact, and proofreading.
  • The online environment: The lesson on the online environment covers online communication specifics, smooth SEO, testing content, adjusting content, and website components.
  • Your company: The lesson about your company covers articulating your company's purpose and goals, use of mixed media, language use in theory and in practice, and company profile.

Each of these 4 larger lessons is further divided into 5-8 specific lesson item, each targeting a unique area of web communication. Areas are grounded in real-life examples, research, and best practices, and include scholarly references. To help you make the connection between theory, research and practical application, we will provide 'how-to' examples from existing designs, which serve as clear and instant cases to inform your thinking when working on your own projects.

Each course component is designed to both stand alone, and to draw from the content before it. That is, you will get something from each component even if you do not cover all components, but you will get the maximum benefit from this course if you work through all lessons chronologically, as they are also designed to be cumulative.

The benefits

Whether you're a novice or experienced web communicator, this course will lay out areas of consideration for you to strengthen your web presence from multiple directions. It combines findings primarily from the academic disciplines of business and communication, with a tinge of linguistics and psychology, to elucidate real-world challenges and best practices in developing quality web communication. The course presents foundational communication principles developed in ancient Greece, still the backbone of quality communication in the Western world. It then combines these ideas with large doses of current relevant research to inform participants how to circumvent e-commerce obstacles to success inadvertently generated by ineffective website development, and help you build a website with the greatest possibility of commercial effectiveness. Here, research findings from the areas of persuasion, visual communication, interpersonal communication, nonverbal communication, mass media communication and persuasion, psychology and political psychology, values, and linguistics meet in a very specific focus on quality web communication. We will teach you how to target your audience very specifically, and how to address that target audience persuasively. You would be hard-pressed to find another course that brings together such disciplinary breadth of research to such a specific purpose.


This course is designed and developed by a Communication PhD - an expert and published scholar in messaging. Her expertise is specifically in persuasion and interpersonal relations, providing a solid foundation for constructing this course.

Industry-trusted Course Certificate

You earn an industry-trusted Course Certificate once you complete the course - even if you finish the course after the official end date. In other words, as long as you have enrolled in the course you will always be able to finish it and to get a course certificate. You will also have permanent access to the course material, your answers and the discussions.

Course Certificates from the IDF are verifiable and trusted by industry leaders. You can highlight them on your resume, CV, LinkedIn profile or your website.

Course Certificate

Our courses and Course Certificates are trusted by these industry leaders, who have taken up company memberships with the IDF:

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