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Writing for the Web
STRATEGIES FOR CREATING HIGH-IMPACT CONTENT

Lisa Low
Senior Editor, Web Communications


Fall 2008
Writing for the Web




Writing for the Web:
Why is it important?
Writing for the Web




                      Web pages must seduce visitors
                      while balancing many issues:
    woot!
                       Branding
                       Navigation
                       Content
                       Time


  amazon
                                        YouTube
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
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)
Writing for the Web




Krug’s First Law of Usability
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 ___.”
Writing for the Web: Writing Style




Brief,
Clear,
Compelling …


                             …direct   marketing style
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!
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!
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”
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

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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)
  • 6. Writing for the Web Krug’s First Law of Usability
  • 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