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A few tips on writing for the Web<br />Simon Belt<br />Simply Better IT<br />Simply Better IT in association with New Mill...
First: the Web 1.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
First: the Web 1.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br...
Informative content but dry in character
One way street of information from knowing website to learning viewer
Language used is internal and technical
One voice and message to anyone and everyone
Worst elements of brochure site – had to have a website</li></li></ul><li>Second: the Web 2.0 experience<br />Simply Bette...
Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<b...
Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<b...
Many voices – editorial authority and User Generated Content providing independent validation
Multiple messages for multiple audiences
On site / on page dialogue that engages the visitor
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Writing For The Web

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A guide to help when considering writing for the web.

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  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Understand ways in which offline presence is developed and the conversations that do or could be in operation
  • Transcript of "Writing For The Web"

    1. 1. A few tips on writing for the Web<br />Simon Belt<br />Simply Better IT<br />Simply Better IT in association with New Mills School Business & Enterprise College<br />
    2. 2. First: the Web 1.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
    3. 3. First: the Web 1.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Content produced by last person standing when the job was handed out:
    4. 4. Informative content but dry in character
    5. 5. One way street of information from knowing website to learning viewer
    6. 6. Language used is internal and technical
    7. 7. One voice and message to anyone and everyone
    8. 8. Worst elements of brochure site – had to have a website</li></li></ul><li>Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
    9. 9. Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
    10. 10. Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Replicates real world conversations that continue in your head:
    11. 11. Many voices – editorial authority and User Generated Content providing independent validation
    12. 12. Multiple messages for multiple audiences
    13. 13. On site / on page dialogue that engages the visitor
    14. 14. Flexible structure to accommodate different audiences
    15. 15. Give something away - reviews</li></li></ul><li>Third: it’s no surprise<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Decades of refining good customer relations replicated on best websites:
    16. 16. For the older people – best video stores had a Tarantino advising customers on their choices and allowing others in shop to chip in
    17. 17. Wine merchants providing suggestions based on previous purchases
    18. 18. Visitor books at B&Bs may be a little naff but involve people
    19. 19. Shop keepers giving things to the kids or a little extra to loyal customers
    20. 20. Tricks that work offline probably work online</li></li></ul><li>Visual clues and words<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />YELLOW<br />BLUE<br />ORANGE<br />BLACK<br />RED<br />GREEN<br />BLUE<br />ORANGE<br />PURPLE<br />
    21. 21. Fourth: persuasive content<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> All the traditional techniques apply:
    22. 22. Switching from left brain (logical) to right brain (emotional)
    23. 23. Create emotional feelings of pleasant childhood experiences
    24. 24. Embed commands in flowing content
    25. 25. Decisions are made on emotion and justified with logic
    26. 26. Zeigarnik effect – create unresolved problems in titles etc
    27. 27. Provide decision route – Gold, Silver, Bronze</li></li></ul><li>Fifth: Veloso 5Q model<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Question 1 – What’s the problem?
    28. 28. Most sales based on solving problems
    29. 29. Question 2 – Why hasn’t the problem been solved?
    30. 30. Why the reader is stuck in a rut about, or not acting to solve the problem
    31. 31. Question 3 – What is possible?
    32. 32. What life could be like with your solution, introduce product or service
    33. 33. Question 4 – What is different now?
    34. 34. Explain who you are, your product or service with switch to emotional state
    35. 35. Question 5 – What should they do now?
    36. 36. Tell them what you want them to do as a low risk no-brainer</li></li></ul><li>Always: Embed your keywords<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> In the Title
    37. 37. In the Filename
    38. 38. In the Heading
    39. 39. In the first paragraph
    40. 40. In the last paragraph
    41. 41. In the image filename</li></li></ul><li>Always: Embed your keywords<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
    42. 42. A few tips on writing for the Web<br />Simon Belt<br />Simply Better IT<br />Simply Better IT in association with New Mills School Business & Enterprise College<br />
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