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Writing for-web-update
1. Writing for the Web
STRATEGIES FOR CREATING HIGH-IMPACT CONTENT
Lisa Low
Senior Editor, Web Communications
Fall 2008
2. Writing for the Web
Writing for the Web:
Why is it important?
3. Writing for the Web
Web pages must seduce visitors
while balancing many issues:
woot!
Branding
Navigation
Content
Time
amazon
YouTube
4. Writing for the Web: Content
Content:
A persuasive promise
A unique offering
Descriptive wording and images that are quickly understood
How?
• Develop a list of value propositions, brainstorm with faculty, staff, students and
others!
• Select the strongest candidates
• Apply the KISS rule
5. Writing for the Web: Content
Why?
A visitor’s positive impression starts with a clear value
proposition, “your promise(s)”
You build trust by fulfilling your promise(s)
7. Writing for the Web: Krug’s First Law of Usability
DON’T MAKE ME THINK!
Web pages should be
• Self-evident
• Obvious
• Self-explanatory
Example: Your next door neighbor, who has no interest in the
subject of your site and who barely knows how to use the
Back button, should look at your site’s home page and say
“Oh, it’s a ___.”
8. Writing for the Web: Writing Style
Brief,
Clear,
Compelling …
…direct marketing style
9. Writing for the Web: Writing Style
Shorter sentences in fewer paragraphs
Heads, Sub-heads, call-outs, sub-sub-heads
Bullet points
Plain English
• ”walk” not “ambulate”
• No shop talk
Emotional language
Calls to action!
10. Writing for the Web: Direct Marketing Style
Make it personal “You” and “I” are ok in the right context
The first sentence in a paragraph
• Can stand alone
• Should capture attention
• Can be only one sentence!
Sub-heads should be
• Action words, compelling, motivating
Sentence fragments are OK
• Really!
• For variety!
• For emphasis!
11. Writing for the Web: Writing Style
Remember! Web copy rules of thumb:
Web readers scan first, read Just because you CAN, doesn’t
afterwards. mean you SHOULD
Web readers are very impatient. Get rid of half the words on each
You must capture attention page, then get rid of half of
immediately. what’s left
Build easy to scan copy blocks
with plenty of subheads, images,
and other graphic elements that
convey and support your
“promise”
12. Writing for the Web: Optimization
Search Engine Optimization Strategies
Identify Key Words: Use them!
Title and Meta Tags
Relevant Page Content
Simple Coding
Anchor Text
Linking from Other Quality Sites
Avoid abbreviations of Key Words