Slides used in workshop session A6 on "Writing for the Web" at the IWMW 2006 event held at the University of Bath on 14 - 16 June 2006.
See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2006/sessions/matschak/
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Reading on the web
What is the participants own experience?
4 out of 5 scan and do not read
Reading is 25% slower than on paper
F-pattern
(http://www.useit.com/alertbox/reading_pattern.html)
7 second impression
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Promotional writing
Nebraska is filled with internationally recognized attractions that
draw large crowds of people every year, without fail. In 1996,
some of the most popular places were Fort Robinson State Park
(355,000 visitors), Scotts Bluff National Monument (132,166),
Arbor Lodge State Historical Park & Museum (100,000),
Carhenge (86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical Park (28,446).
From useit.com
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Concise text
In 1996, six of the best-attended attractions in Nebraska were Fort
Robinson State Park, Scotts Bluff National Monument, Arbor
Lodge State Historical Park & Museum, Carhenge, Stuhr Museum
of the Prairie Pioneer, and Buffalo Bill Ranch State Historical
Park.
From useit.com
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Scannable layout
Nebraska is filled with internationally recognized attractions that draw large
crowds of people every year, without fail. In 1996, some of the most popular
places were:
• Fort Robinson State Park (355,000 visitors)
• Scotts Bluff National Monument (132,166)
• Arbor Lodge State Historical Park & Museum (100,000)
• Carhenge (86,598)
• Stuhr Museum of the Prairie Pioneer (60,002)
• Buffalo Bill Ranch State Historical Park (28,446).
From useit.com
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Objective language
Nebraska has several attractions. In 1996, some of the most-
visited places were Fort Robinson State Park (355,000 visitors),
Scotts Bluff National Monument (132,166), Arbor Lodge State
Historical Park & Museum (100,000), Carhenge (86,598), Stuhr
Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch
State Historical Park (28,446).
From useit.com
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Combined version
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
From useit.com
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Example (Bird flu)
http://www.guardian.co.uk/commentisfree/story/0,,1748867,00.html
http://crofsblogs.typepad.com/h5n1/2006/04/the_guardian_re.html#more
http://news.independent.co.uk/environment/article356268.ece
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Resources
Useit.com
http://www.useit.com/papers/webwriting/
Web Developers Virtual Library
http://wdvl.internet.com/Internet/Writing/
RNIB
http://www.rnib.org.uk/xpedio/groups/public/documents/PublicWebsite/pub
Books
Writing for the Web
Crawford Kilian (1999)
Web Word Wizardry: A Net-savvy Writing Guide
Rachel McAlpine (2000)
Hot Text: Web Writing That Works
Jonathan Price, Lisa Price (2002)