Писане за Уеб в 10 прости правила - кратка презентация за студенти-журналисти. НБУ, Масови комуникации, Ноември 2015, Жюстин Томс

1. Жюстин Томс
Ноември 2015, НБУ
1
Писане за уеб.
В няколко прости правила.

2.  Users SCAN the web (79%)
 Credibility is important
 Users detest promotional writing style
 Users read at most 28% of text
(Source: Jakob Nielsen's UseIt.com)
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Как хората четат от екран?

3.  Медиа
 Цел
 Аудитория
 Съдържание
 Контекст
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Преди да пишеш – въпроси.

4. Write short
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Правило 1.

5. Пестеливо.
Too many people want to put way too much on a
page, especially their home page.
Here’s one that didn’t. A successful company:
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Правило 2.

6. Раздробявай
-- another way of saying
“writing short”
Write small bits of
succinct copy.
Why?
Because readers scan
web copy.
And because it takes
longer to read words
on a screen.
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Правило 3.

7. Как да пишем умни
Заглавия и подзаглавия
1.Read your headline out loud.
2.Get pumped up before you write
3.Get to the point. Keep it simple.
4.Write a bunch of headlines.
5.Examine your subject.
6.Write in one or two syllable words.
7
Правило 4.

8. Clear is better than Clever.
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9. Links:
Create links
rather than more
copy whenever
possible
Remember,
readers will
scan…
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Правило 5.

10. Is longer copy EVER OK
on the web?
Yes.
But usually not on the first page.
Because readers scan web copy.
Readers will go to long stuff if they really
want it.
It’s better to start with something short.
Then create a link to the longer piece.
That’s what newspapers and CNN do.
You get to longer stuff with chunks and links
and subheads.
10
Правило 6.

11.  Home Page
◦ Subheads
◦ List of related links
◦ Possibly images
 Other Pages
◦ Introductory topical paragraph (95% of readers
read)
◦ List of related links
◦ LOTS of subheads
◦ Possibly images
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Правило 7.

12.  Style/Tone
◦ Use actions verbs
◦ Write to your readers – use “you”
◦ Write about your reader
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Правило 8.

13.  Organization
◦ Bullet and number lists
 One or two lines
 5-9 items per list
◦ Spacing
 Space between paragraphs or sentences
◦ Use heading styles to separate subhead categories
◦ Use columns to separate navigation and main text
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Правило 9.

14.  Revise content with an eye for your audience and
to keep content up to date
 Edit for grammar and punctuation errors
 Proofread for typos
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Правило 10.

15. Readers usually SCAN web copy. So… write…
1. Short: Write short -- short sentences, short
paragraphs.
2. Chunks: Write in chunks.
3. Subheads: Use subheads, not transitional words.
4. Links: Use hyperlinks to provide more information.
5. Use subheads, chunks and links to direct someone
to more details or longer pieces, first
6. Contrast home page versus other pages
7. Write to and about your reader using action verbs
and “you”
8. Organize text using bullet and number lists,
spacing, heading styles, and columns
9. Revise, edit, and proofread.
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Правилата отново.

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