The document provides guidance on writing for the web. It notes that reading on screens differs from print in that users want information quickly, scan pages rather than read thoroughly, and do not follow linear paths. It recommends using headlines to categorize information, writing in an inverted pyramid style with subheads and lists, and keeping pages under 300 words. Key elements for search engine optimization include using keywords in titles, descriptions, headers and content while maintaining a keyword density of 4-8%.

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Writing
for the
Web
Presented to
HCA Gulf Coast Division
Feb. 18, 2010
By Jessica Johns Pool

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Writing for the Web is different
Why?
 Reading on a computer screen differs
significantly from print
 Want information, facts
 Task oriented
 Scan, don’t read
 Non-linear presentation
 4 second rule
 F-shaped

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F-shaped tracking images

4. From UseIt.com
+ On the average Web page,
users have time to read at
most 28% of the words
during an average visit; 20%
is more likely.

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How to write for the Web
 ‘Bucket’ your information
 Headlines do heavy lifting
 Factual, yet
interesting
 Capture the scanner, draw them in
 Use keywords

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Help the scanners
Techniques for every page
 Inverted pyramid style
 Use subheads, bullet points, numbered lists
 Boldimportant words to draw readers
through blocks of copy
 Short, one-idea paragraphs
 Short sentences
 Hyperlinks

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Ideal word counts
According to Gerry McGovern, web expert…
 Regularweb page (not a landing page) –
200-300 words
 Landing page – 250-600 words
 Headlines - 4 to 8 words
 Sentences - 15 to 20 words
 Paragraphs - 40 to 70 words

8. 50% of visitors will read a 300-
+ word page to the end, while
only 5% will scan 1,000 words.
Gerry McGovern

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HCA – old style

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HCA – new style

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Things to avoid
 Italic: Hard to read on screen
 Underline only hyperlinks
 ALL CAPS
 Trying to control too much
 Dead-end pages

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Search engine optimization
Easier to understand than you think
 Elements the search engines analyze:
 Keywords
 Page titles
 Page descriptions
 Headers and subheaders
 Page content
 Hyperlinks within site

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Search of HCA Houston
Keywords
Page title
Page description

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HP. Home page
Title: Xxxxxxx xxxxxxx. Specialists in Complex xxxxxxx Trials, Houston, Texas
Description: The attorneys of xxxx xxxxxx law firm are specialists in handling xxxxxx trials with
multiple xxxxxx who seek damages from xxxxxx.
Keywords: xxxxx attorney Houston, xxxxx xxxxx attorney, zzzz xxxxx attorneys, xxxxxx trial firm
[global header]
xxxxxx zzzzzzzz
[global subhead]
Specialists in zzzzzz xxxxxx
[body copy]
xxxxxx zzzzzzz is a small, experienced and effective law firm that specializes in xxxxxx
xxxxxxx and amounts exceeding $100 million. They often work in partnership with other
law firms on these cases and have the depth of resources needed to win….

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How many keywords?
Fewer than you probably think…
 10-15 keywords per site
 2-3 keywords per page (at the most)
 4-8% keyword density
 Long-tail vs. short-tail

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Finding keywords – Step 1
 Consider: What will reader search for?
Examples:
Cancer vs. oncology
Physician vs. doctor
HCA vs. sign on the door

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Finding keywords – Step 2
 Check your keywords on these sites:
 Google AdWords –www.google.com/
sktool/#
 WordTracker -
freekeywords.wordtracker.com
 Hubspot Website Grader -
websitegrader.com/#ReportTop
 Wordstream.com
 Spacky.com (?)

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Putting it all together
 Short, factual, scannable copy
 Include keywords
 Especially in headers, subheads and
hyperlinks
 Link pages within the site

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Helpful links
 www.useit.com
 www.copyblogger.com
 www.websitemagazine.com