Writing for the Web How to improve websites’ efficiency with words ? Aurélie Bernard July 2008

Presentation outlines Why this subject ? How we read online Fundamentals Conclusion

Why this subject ?

How we read online

Fundamentals

Conclusion

Why this subject ? In accordance with my future job: > Online Copywriter > Information Architect And later maybe… > Project Manager, specialized in content strategy My work-based training at

In accordance with my future job:

> Online Copywriter

> Information Architect

And later maybe…

> Project Manager, specialized in content strategy

My work-based training at

How we read online Source : Jakob Nielsen // www.useit.com/eytracking article/blog product search results We read 25% slower We scan We ignore ads The F pattern

We read 25% slower

We scan

We ignore ads

Fundamentals concise relevant personalized To be efficient, a content should be : Scannable by people Scannable by search engines explicit structured highlighted Click here

concise

relevant

personalized

explicit

structured

highlighted

Conclusion A website is not something to read , but something to use . Webwriter’s mission is also to say: the right thing in the right way to the right person

A website is not something to read ,

but something to use .

Webwriter’s mission is also to say:

the right thing

in the right way

to the right person

Thanks for your attention

Pictures credits © swissfabien via FlickR © flamm136 via FlickR

© swissfabien via FlickR

© flamm136 via FlickR