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Writing for the Web - Internet Studio 1

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Writing for the Web - Internet Studio 1

  1. 1. Writing for the Web
  2. 2. Audience
  3. 3. Device
  4. 4. Context
  5. 5. Writing for the Web Write Outwardly Don't bury the lead. Don't say too much. Make strong calls to action.
  6. 6. Writing for the Web Write Outwardly Don't bury the lead. Don't say too much. Make strong calls to action.
  7. 7. Image Credit It's not about us.
  8. 8. "What's in it for me?" "Do you have my major?" "How much will it cost?" "Will I fit in?"
  9. 9. Features: Benefit: Experience: What we offer. What it means. Why it matters.
  10. 10. Features: Benefit: Experience: Up to 100 cycles per minute. Faster Production Getting more product out the door per shift means you’ll blow away your productivity goals and be a hero. You might even get a promotion.
  11. 11. Main Page Secondary Page Features Experience Benefits Features Experience Benefits
  12. 12. ...people don’t buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children’s pictures. John Caples
  13. 13. Quick Tips: Collect Feedback from your current audience. Start with an outline: Feature > Benefit > Experience Show a copy of your draft to your audience. Do they get it?
  14. 14. Writing for the Web Write Outwardly Don't bury the lead. Don't say too much. Make strong calls to action.
  15. 15. Jakob Nielsen http://www.useit.com/alertbox/page-abandonment-time.html
  16. 16. "To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds." Jakob Nielsen http://www.useit.com/alertbox/page-abandonment-time.html
  17. 17. Your most important message is here., sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Or : Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate your most important message is here. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
  18. 18. Wall Street Journal: “Companies cranked up hiring in April to the fastest pace in five years…” “European markets snapped a three-session losing streak as gains in the banking sector and better-than-expected US jobs data for April sparked a rally.” “Women may have fared better than men during the recession, but they are not making up lost ground as fast as men in the recovery.”
  19. 19. Quick Tips: Ask yourself: What is the key takeaway? Highlight your lead idea in a bold font. Use plain language. Most important points: above the fold sub-headings the first sentence of a paragraph bullet points.
  20. 20. Writing for the Web Write Outwardly Don't bury the lead. Don't say too much. Make strong calls to action.
  21. 21. Brevity arouses curiosity. projects confidence. By telling the whole story, you leave nothing to the imagination.
  22. 22. Writing for the Web Write Outwardly Don't bury the lead. Don't say too much. Make strong calls to action.
  23. 23. Four types of Calls To Action Place an order Enroll, subscribe, enter Get a quote Learn more High Commitm ent Low Commitm ent
  24. 24. Main Page Secondary Page Request More Information Download PDF Brochure Enroll Now Apply Now Talk to an Advisor
  25. 25. A call to action must be clear and compelling: “Order now to save 15%.” “Get your artist’s rendering within 24 hours.” “Learn the 5 secrets to permanent weight loss.”
  26. 26. Calls to action are strengthened by: Testimonials: It’s worked! Credibility statements: It’s reliable! Warranty or guarantee: It’s risk-free! High value: It’s worth having! Urgency: It’s now or never!
  27. 27. Two Tips for Strong Calls to Action Identify your action steps. Consider having a primary and secondary call to action on the main page. "Buy Now" or "Learn More"
  28. 28. ?

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