Writing for the Web. Seven C's.

1. Writing for the Web: Content
Content:
 A persuasive promise
 A unique offering
 Descriptive wording and images that are quickly understood
 How?
• Who are you? (this is not a mission statement)
• Why do business with you?
• Brainstorm with internal and external teams.

2. Writing for the Web: Content
Why?
 A visitor’s positive impression starts with a clear value
proposition, “your promise(s)”
 You build trust by fulfilling your promise(s)

3. Writing for the Web: Writing Style
Brief,
Clear,
Compelling …
…direct
marketing style

4. Writing for the Web: Writing Style
 Shorter sentences in fewer paragraphs
 Heads, Sub-heads, call-outs, sub-sub-heads
 Bullet points
 Plain English
• ”walk” not “ambulate”
• No shop talk
 Emotional language
 Calls to action!

5. Writing for the Web: Direct Marketing Style
 Make it personal “You” and “I” are ok in the right context
 The first sentence in a paragraph
• Can stand alone
• Should capture attention
• Can be only one sentence!
 Sub-heads should be
• Action words, compelling, motivating
 Sentence fragments are OK
• Really!
• For variety!
• For emphasis!

6. Writing for the Web: Writing Style
Remember!
Web copy rules of thumb:
 Web readers scan first, read
 Just because you CAN, doesn’t
afterwards.
 Web readers are very impatient.
 You must capture attention
immediately.
mean you SHOULD
 Get rid of half the words on each
page, then get rid of half of
what’s left
 Build easy to scan copy blocks
with plenty of subheads, images,
and other graphic elements that
convey and support your
“promise”

7. Writing for the Web: Writing Style
Lisa’s Seven C’s
 Clear
 Concise
 Complete
 Compelling
 Clean Code
 Compatible
 Call to Action