The document provides tips for writing effectively for the web, including writing outwardly to focus on the reader's needs and benefits, not including unnecessary details, and making strong calls to action. It emphasizes leading with the most important information, highlighting key takeaways, using plain language, and placing important points above the fold and in sub-headings. It also discusses using brevity to arouse curiosity and not revealing everything to leave something to the imagination.

1. Writing for
the Web

2. Audience

3. Device

4. Context

6. Writing for the Web
Write Outwardly
Don't bury the lead.
Don't say too much.
Make strong calls to action.

7. Writing for the Web
Write Outwardly
Don't bury the lead.
Don't say too much.
Make strong calls to action.

8. Image Credit
It's not about us.

9. "What's in it for me?"
"Do you have my
major?"
"How much will it
cost?"
"Will I fit in?"

10. Features:
Benefit:
Experience:
What we offer.
What it means.
Why it matters.

11. 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.

12. Main Page Secondary Page
Features
Experience
Benefits
Features
Experience
Benefits

13. ...people don’t buy quarter-inch drill bits.
They buy quarter-inch holes so they can
hang their children’s pictures.
John
Caples

14. 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?

15. Writing for the Web
Write Outwardly
Don't bury the lead.
Don't say too much.
Make strong calls to action.

16. Jakob
Nielsen
http://www.useit.com/alertbox/page-abandonment-time.html

17. "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

18. 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.

19. 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.”

20. 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.

21. Writing for the Web
Write Outwardly
Don't bury the lead.
Don't say too much.
Make strong calls to action.

22. Brevity
arouses curiosity.
projects confidence.
By telling the whole story,
you leave nothing to the imagination.

23. Writing for the Web
Write Outwardly
Don't bury the lead.
Don't say too much.
Make strong calls to action.

28. Four types of Calls To Action
Place an order
Enroll, subscribe, enter
Get a quote
Learn more
High
Commitm
ent
Low
Commitm
ent

29. Main Page Secondary Page
Request More
Information
Download PDF
Brochure
Enroll Now
Apply Now
Talk to an Advisor

30. 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.”

31. 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!

32. 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"

33. ?