`<br />Writing <br />for the <br />Web<br />(how to follow the rules when the rules don’t exist)<br />elizabethcawein<br />
the challenges<br /><ul><li>No real rules
Many different styles co-existing in one place
The way we use the Web dictates that it lends itself to a more conversational style. It gives people the tendency to want ...
the challenges<br />And truthfully, there ARE rules. <br />Like the generally accepted rule that CAPSLOCK = yelling. <br /...
the challenges<br />The web allows  for language <br />to be more demonstrative. <br />Whereas in formal print writing <br...
the challenges<br />So maybe it’s not accurate to say <br />that there aren’t any rules. <br />It’s more like this.<br />c...
overcoming the confusion<br />First things first: <br />Get to know your audience.<br /><ul><li>Who are your readers?
What is the demographic?
What knowledge of your topic do they already have before arriving at your site?</li></li></ul><li>overcoming the confusion...
AP Style, Chicago, MLA
Tone and comprehension level</li></li></ul><li>overcoming the confusion<br />Now that you’ve established your style, <br /...
the editor’s red pen<br />I’m not likely to spend too much time on a site riddled with errors.<br /><ul><li>Read and re-re...
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Writing For The Web

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TribeCamp 2010: Writing for the Web

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Writing For The Web

  1. 1. `<br />Writing <br />for the <br />Web<br />(how to follow the rules when the rules don’t exist)<br />elizabethcawein<br />
  2. 2. the challenges<br /><ul><li>No real rules
  3. 3. Many different styles co-existing in one place
  4. 4. The way we use the Web dictates that it lends itself to a more conversational style. It gives people the tendency to want to DO THIS!!!!!</li></ul>PLEASE DON’T DO THAT!!!!<br />
  5. 5. the challenges<br />And truthfully, there ARE rules. <br />Like the generally accepted rule that CAPSLOCK = yelling. <br />Only, really? Even that is changing.<br />
  6. 6. the challenges<br />The web allows for language <br />to be more demonstrative. <br />Whereas in formal print writing <br />you’d never do THIS to emphasize a point, <br />in Web writing, you might. <br />You might also italicize or bold. <br />
  7. 7. the challenges<br />So maybe it’s not accurate to say <br />that there aren’t any rules. <br />It’s more like this.<br />confusion<br />
  8. 8. overcoming the confusion<br />First things first: <br />Get to know your audience.<br /><ul><li>Who are your readers?
  9. 9. What is the demographic?
  10. 10. What knowledge of your topic do they already have before arriving at your site?</li></li></ul><li>overcoming the confusion<br />Now that you know who you’re writing for, establish a style and stick to it. <br />In this case, style refers to a few things. <br /><ul><li>Jargon specific to your topic, industry or company
  11. 11. AP Style, Chicago, MLA
  12. 12. Tone and comprehension level</li></li></ul><li>overcoming the confusion<br />Now that you’ve established your style, <br />be consistent. <br />No matter your industry, <br />whether you write copy for a major corporate site or your own blog, consistency is the key <br />to establishing credibility <br />and producing top notch web writing.<br />
  13. 13. the editor’s red pen<br />I’m not likely to spend too much time on a site riddled with errors.<br /><ul><li>Read and re-read. It’s often much easier to spot errors in published works than it is in a draft – even when they’re both on a computer screen.
  14. 14. The web allows you to publish and quickly edit if you do find anything amiss.</li></li></ul><li>some thoughts on length<br />How long is too long for the web?<br />Studies show that most people don’t read past the jump <br />in a newspaper article. The same principles hold true with the web – if long-form writing is the goal of your site, you’ll have to grab your readers within the first few sentences.<br />If your goal is to be informative, consider condensing information and using bullet points – make the info easy <br />to consume quickly while giving people the option to click to read more.<br />
  15. 15. the search engines<br />There’s always a way to give your writing <br />a little SEO treatment.<br /><ul><li>Consider key words when you write
  16. 16. Tag, tag, tag
  17. 17. Use alt tags on images
  18. 18. Use title tags on links</li></li></ul><li>the end<br /><ul><li>Know your audience
  19. 19. Develop style
  20. 20. Keep it consistent
  21. 21. Edit, edit, edit</li></ul>Questions?<br />
  22. 22. ]<br />Tips for Blog Writing<br />http://website101.com/social-media/how-write-blog-writing/ Blog Writing<br />http://www.problogger.net/battling-bloggers-block/ Tips for Battling Bloggers Block<br />Tips for Corporate Copywriting<br />http://www.copyblogger.com/copywriting-101/ Copywriting 101<br />http://www.copyblogger.com/seo-copywriting/ SEO writing<br /> <br />

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