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
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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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
15. +
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