Text 2.0:   Writing for Web Zoran Ricliev Digital Media Consultant http:// twitter.com/xorran http:// www.linkedin.com/in/...
Writing for Web <ul><li>Writing for Web differs from writing for Print </li></ul>
Statistics   <ul><li>79%  of the readers, first scan, than read. Only 16% start reading from beginning of the article </li...
Results for shortened article <ul><li>The time for the reader to get to the point will be shortened for 80 % </li></ul><ul...
Main rules <ul><li>Short </li></ul><ul><li>Fast </li></ul><ul><li>Clear </li></ul>
Headline construction  <ul><li>On web, there is extremely rare use of header. Usually the section name features as header....
Structure of body text <ul><li>The first paragraph should contain most of the  5W s - who? - what? - where? - when? - why?...
Structure of body text <ul><li>One idea per paragraph </li></ul>
Structure of body text <ul><li>Use lists (bullets) instead of in-line writing </li></ul><ul><li>Right: </li></ul><ul><li>M...
Structure of body text <ul><li>Include internal sub-headings. They are eye catching </li></ul><ul><li>Plan the article so ...
Structure of body text <ul><li>Use hyperlinks </li></ul><ul><li>Avoid hyperlinks in sub headline or in the first paragraph...
Article identity  <ul><li>The reader often does not visit the article through the main page, but from search engine or lin...
Visual context <ul><li>Heat map </li></ul>
Visual context <ul><li>Try to use more visual elements whenever you can instead of text explanations </li></ul><ul><li>Use...
Visual context <ul><li>Use of quotes, photos and other frames to break long articles </li></ul><ul><li>Avoid completely cu...
Thank you! Zoran Ricliev Digital Media Consultant http:// www.linkedin.com/in/ricliev [email_address]
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Writing for Web

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An overview on optimizing writing and text for web

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Writing for Web

  1. 1. Text 2.0: Writing for Web Zoran Ricliev Digital Media Consultant http:// twitter.com/xorran http:// www.linkedin.com/in/ricliev [email_address]
  2. 2. Writing for Web <ul><li>Writing for Web differs from writing for Print </li></ul>
  3. 3. Statistics <ul><li>79% of the readers, first scan, than read. Only 16% start reading from beginning of the article </li></ul><ul><li>Reading from computer monitor is 25% slower than reading from paper </li></ul><ul><li>Article for web should be at least half shorter than article for print </li></ul>
  4. 4. Results for shortened article <ul><li>The time for the reader to get to the point will be shortened for 80 % </li></ul><ul><li>The possibility of wrong impression or conclusion is lowered for 80% </li></ul><ul><li>The reader will remember twice as much information </li></ul><ul><li>The reader will be 37% more satisfied, and the site usability will be 159% higher </li></ul>
  5. 5. Main rules <ul><li>Short </li></ul><ul><li>Fast </li></ul><ul><li>Clear </li></ul>
  6. 6. Headline construction <ul><li>On web, there is extremely rare use of header. Usually the section name features as header. </li></ul><ul><li>Headline informs and gives the main fact. Structure it so it can be strong and understood independently from article (RSS optimized) </li></ul><ul><li>Sub headline (short description) explains. Do not use same words, use synonyms </li></ul><ul><li>Headline should neither too short, neither too long and without word games </li></ul>
  7. 7. Structure of body text <ul><li>The first paragraph should contain most of the 5W s - who? - what? - where? - when? - why? </li></ul><ul><li>Additional explanations follow in short paragraphs </li></ul><ul><li>The language is active and direct </li></ul><ul><li>No delayed action in writing for web </li></ul>
  8. 8. Structure of body text <ul><li>One idea per paragraph </li></ul>
  9. 9. Structure of body text <ul><li>Use lists (bullets) instead of in-line writing </li></ul><ul><li>Right: </li></ul><ul><li>Muriel instructed the wedding DJ not to play any of these songs: </li></ul><ul><li>“ Brick House” </li></ul><ul><li>“ Celebration” </li></ul><ul><li>“ Macarena” </li></ul><ul><li>“ The Chicken Dance” </li></ul><ul><li>Wrong: </li></ul><ul><li>Muriel instructed the wedding DJ not to play any of these songs: “Brick House”, “Celebration”, “Macarena”, “The Chicken Dance” </li></ul>
  10. 10. Structure of body text <ul><li>Include internal sub-headings. They are eye catching </li></ul><ul><li>Plan the article so it can be fragmented into two or more sub-headings </li></ul><ul><li>You can not have only one sub-heading in an article </li></ul>
  11. 11. Structure of body text <ul><li>Use hyperlinks </li></ul><ul><li>Avoid hyperlinks in sub headline or in the first paragraph before the point is made </li></ul>
  12. 12. Article identity <ul><li>The reader often does not visit the article through the main page, but from search engine or link </li></ul><ul><li>Article should have date of publishing </li></ul><ul><li>Article should be in appropriate section </li></ul>
  13. 13. Visual context <ul><li>Heat map </li></ul>
  14. 14. Visual context <ul><li>Try to use more visual elements whenever you can instead of text explanations </li></ul><ul><li>Use left alignment, never use justified text </li></ul><ul><li>Avoid too wide text lines, they should never be longer than 2/3 of the screen </li></ul>
  15. 15. Visual context <ul><li>Use of quotes, photos and other frames to break long articles </li></ul><ul><li>Avoid completely cutting the text with frames </li></ul><ul><li>Zigzag photo ordering is outdated. Preferable use left alignment, as for the text </li></ul>
  16. 16. Thank you! Zoran Ricliev Digital Media Consultant http:// www.linkedin.com/in/ricliev [email_address]

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