Writing for the Web

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Tips for creating Web-friendly copy.

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Writing for the Web

  1. 1. Writing for the Web<br />
  2. 2.
  3. 3.
  4. 4. online readers/viewers:<br /><ul><li>Read 25% slower than print
  5. 5. Look for specific information
  6. 6. Scan before reading </li></li></ul><li>
  7. 7. How viewers look at Web pages <br />(study by Jakob Nielsen)<br />
  8. 8. Online readers are lazy, selfish and ruthless!<br />
  9. 9.
  10. 10. When writing for the Web, you are writing for:<br /><ul><li>your readers
  11. 11. search engines</li></ul>“the fold”<br />
  12. 12.
  13. 13.
  14. 14. Web writing needs to be concise andscannable<br /><ul><li>Concise: write tight and keep it simple (400-800 words)
  15. 15. Scannable
  16. 16. Front-load your content
  17. 17. Capture reader attention with:
  18. 18. boldface
  19. 19. bullet points
  20. 20. links</li></li></ul><li>Short words<br />Short sentences<br />Short paragraphs<br />Write tight!<br />
  21. 21. Clear, compelling copy<br /><ul><li>Headlines
  22. 22. sub-headlines (when more than 300 words)
  23. 23. Sentences
  24. 24. Paragraphs</li></li></ul><li>Headlines (40-60 characters)<br /><ul><li>Strong, urgent, muscular verbs
  25. 25. Runs
  26. 26. Fails
  27. 27. Seizes
  28. 28. Forces
  29. 29. Present Tense
  30. 30. Active voice: Subject + Verb + Object
  31. 31. Girl races boy
  32. 32. Panda grabs bamboo</li></li></ul><li>Sentences (16-25 words)<br /><ul><li>One main point per sentence
  33. 33. Front-load your sentences
  34. 34. Although Koji was battling a cold he managed to win first place in a hot dog eating contest in Tokyo.
  35. 35. Koji won first place at a Tokyo hot dog eating contest despite battling a cold.
  36. 36. Active voice: Subject + Verb + Object
  37. 37. keep subject and verb close together
  38. 38. Use positive words
  39. 39. He was never on time
  40. 40. He is always late</li></li></ul><li>Really, very: extraneous<br />Just: extraneous<br />Feel: show emotion through words and actions<br />Think: how do you know what a person thinks?<br />A lot, many: how much is a lot?<br />Sort of/kind of<br />Used to: used to drive = she drove<br />Get/got/gotten: be specific<br />Words to avoid<br />
  41. 41. One idea per paragraph<br />Most important info first<br />2-3 sentences<br />Paragraphs<br />
  42. 42. Avoid literary throatclearing<br />
  43. 43.
  44. 44.
  45. 45. Bold words:<br /><ul><li>To visually emphasize a word or concept
  46. 46. For headlines and subheadlines
  47. 47. For warning messages</li></li></ul><li>Use links to:<br /><ul><li>Provide context to story
  48. 48. Give readers more information
  49. 49. Connect to other sites (SEO)</li></li></ul><li>If you want to read more then you should click on the link provided here: http://www.UPIU.com/about.<br />Click here for more information about Writing for the Web.<br />Writing for the Web can be easy.<br />
  50. 50. BEFORE<br />Tourists from all over the world visit the United annually, without fail. When they come, they usually go to the many internationally recognized tourist spots scattered across the country. Some of the most popular places were Times Square, the Las Vegas Strip, the National Mall in DC, Faneuil Hall Marketplace, Disneyworld and Disney Land.<br /> (54 words)<br />Capture attention using: <br /><ul><li>bold
  51. 51. links
  52. 52. bullet points</li></li></ul><li>AFTER<br />The most-visited tourist destinations in the United States are: <br /><ul><li>Times Square
  53. 53. Las Vegas Strip
  54. 54. National Mall in DC
  55. 55. Faneuil Hall Marketplace
  56. 56. Disney World
  57. 57. Disney Land </li></ul>(26 words)<br />
  58. 58.
  59. 59.
  60. 60.
  61. 61. Info-graphic<br />
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