How to Write for the Web

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How to Write for the Web

  1. 1. How to Write for the Web
  2. 2. People consume content online verydifferently than they do in print. Most web readers: • scan the page; • don’t read every word; • browse for links; • don’t go below the fold;
  3. 3. People consume content online verydifferently than they do in print. Most web readers: • read in an F-pattern; • scan the first few words; • click around a lot; • leave a site quickly.
  4. 4. Why is reading on the Web different?
  5. 5. Why is reading on the Web different?
  6. 6. How do we adjust?
  7. 7. Get to the point.
  8. 8. Shorten the copy.
  9. 9. Title articles transparently,using key terms. • make a list of keywords; • build keywords into content; • be clear and descriptive; • keep it under 4-5 words.
  10. 10. Write a subtitle thatcontains all essential info.
  11. 11. Use headings and subheadings. • be concise, descriptive, lively, and inviting; • write in plain language; • avoid cute or clever headings; • avoid teasers.
  12. 12. Use short paragraphs.
  13. 13. Use plain language. X Utilize Use
  14. 14. Use scannable text. • clear headlines/subheads; • shorter paragraphs; • variety in the text; • highlighting and emphasis.
  15. 15. Use bulleted/numbered lists.
  16. 16. Use hyperlinks. • to streamline your article; • to keep people moving; • instead of references or footnotes. X Click here bioread J.R.R. Tolkien’s bio. Tolkien’s to is fascinating to read.
  17. 17. How to Write for the Web

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