Writing for the web

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Fundamentals of writing compelling content for the web.

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Writing for the web

  1. 1. Writing for the Web PR Writing
  2. 2. We read differently on the web Numerous studies have shown most we read web content in an ‘F’ pattern. What does this mean? • We skim content • Our main attention goes to the start of the text • We read the most important headlines and subheadlines, but only selectively read the larger parts of the text1 1 conversionxl.com
  3. 3. Users will leave a web page in 10-20 seconds1 1 Neilson Norman Group
  4. 4. What does this mean? • Identify your objectives • What do you want people do on your page? • What do you want them to do after visiting? • Understand your target audience • Who is your audience? • What is your audience looking for?
  5. 5. Homepages • • • • Design the site with the audience in mind Graphically appealing Update content as needed Consider user experience
  6. 6. Guidelines for Creating Web Content ✔ Clear and concise writing ✔ Organized structure ✔ Relevant graphics / assets
  7. 7. Clear & Concise Writing • Make content scannable • Include most important information in first 2 paragraphs • Limit each page to a single topic • Include hyperlinks to relevant content • Use appropriate language • Write simply
  8. 8. Organized & Intuitive Structure • Use headings and subheadings • Use bullets or lists where possible • Use short, skimmable paragraphs • Use bolding or italics sparingly • Avoid clutter • Consider how content will look on desktops, mobile and tablet devices
  9. 9. Relevant Graphics / Assets • Use relevant photos or videos where possible • Avoid using too many graphics on one page • Include an appropriate caption for images or videos • Avoid using text in graphics • Reduce file size
  10. 10. Attracting Visitors to Your Site ✔ ✔ ✔ ✔ ✔ Hyperlinks (external) Search engines Social media Create blog Distribute an e-newsletter
  11. 11. Hyperlinks (external links) • A hyperlink is a word(s) or image that takes you to another location on the web. This can be a web page, file (e.g., PDF) or an image. Hyperlinks can be internal or external. • External hyperlinks (links from another web site directing people to your site) can increase traffic to your site • Quality is more important than quantity • Leverage existing relationships • Focus on your audience • What types of sites content are they viewing online?
  12. 12. Search Engines
  13. 13. Search Engines SEO stands for “search engine optimization.” It is the process of getting traffic from the “organic” or “natural” listings on search engines. All major search engines have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.1 1 searchengineland.com
  14. 14. Search Engines • Most of our online research starts here • Organic Search • Only 2% of go past the 1st page of search results • There are several things to focus on to increase how high you rank, but quality content is the most important aspect • Paid Search • You can pay to appear on the search results • Typically, you pay for each click you get
  15. 15. Other Ways to Increase Traffic
  16. 16. Create a Blog
  17. 17. Social Media
  18. 18. eNewsletter
  19. 19. Tracking Site Visitors • Tracking visitors is essential to measuring whether you are: • • • • Achieving your objective Achieving your target ROI Reaching your audience Providing good content • What terms you need to know • • • • • Visits Pageviews Unique pageviews Average time on page Bounce rate

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