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Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
Writing For the Web: Summer 2011
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Writing For the Web: Summer 2011

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  • Atex machine
    Film camera
    Pen paper
    Mini Cassette tape recorder
    Old video camera
  • Take out phone.
  • Transcript

    • 1. Usability and WritingUsability and Writing For The WebFor The Web Marie K. Shanahan Quinnipiac University Summer 2011
    • 2. Information nowadays…  is abundant, digital, interactive and mostly free.  Journalists who wish to remain relevant need to be able to tell stories on digital platforms in an interactive way.  Traditional linear formats are not successful online.
    • 3. Traditionally, the news media was a system of “one to many.”
    • 4. Now it is a system of many to many.
    • 5. Traditional distribution methods
    • 6. New Distribution Methods
    • 7. Traditional tools of the trade
    • 8. New tools of the trade
    • 9. Why do people visit aWhy do people visit a website?website?
    • 10. Problem Solving Most people visit a website because they want or need one or more of the following:  Information  To be entertained - diversion  To connect with others  Commerce - make purchase or donation - Vincent Flanders, webpagesthatsuck.com
    • 11. ““Too many organizations believe thatToo many organizations believe that a web site is about opening a newa web site is about opening a new marketing channel or gettingmarketing channel or getting donations or to promote a brand.donations or to promote a brand. No. It’s about solving yourNo. It’s about solving your customers’ problems.”customers’ problems.” - Vincent Flanders, webpagesthatsuck.com- Vincent Flanders, webpagesthatsuck.com
    • 12. What makes for aWhat makes for a good website?good website?
    • 13. The most popular sites have…  Pages that load fast  Reliable search function  Layouts that are easy to navigate  Unobtrusive advertising  Information that caters to intended audience
    • 14. The best websites fulfill users expectations with least amount of stress.
    • 15. Content is king  The single most important thing most Web sites can offer to their users is content that those users will find valuable.  Information is what drives web sites. Any site must begin with engaging content.
    • 16. You have 90 seconds  Every human being has his/her own distinct thought processes to take him/her from POINT A to POINT B.  People make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing.
    • 17. Don’t Make Me Think  Be as obvious as possible  Consistency – uniform layouts  Keywords
    • 18. The webThe web is ais a visualvisual medium.medium.
    • 19. Visual functionality On a web page, successful communication is influenced by:  Text on the screen  Page layout  Images: graphics and photos  Color
    • 20. Psychology of Color “Vision is the primary source for all our experiences.” “We become bored in the absence of a variety of colors and shapes… Color addresses one of our basic neurological needs for stimulation.” - Jill Morton, “Why Color Matters” (2005)
    • 21. Satisfaction or irritation? If visitors feel like they have a “sense of mastery” over a web site, they will achieve their goals and find satisfaction with the experience. But if visitors find a web page confusing and difficult to use, many will click away, feeling irritated and unfulfilled.
    • 22. Different expectations In linear media (print or broadcast) people expect you to construct their experience for them. Readers/views are willing to follow the author's lead. On the non-linear web, users want to construct their own experience by piecing together content from multiple sources, emphasizing their desires in the current moment.
    • 23. Individuality rules online.Individuality rules online. Consumers are in control.Consumers are in control.
    • 24. Web habits  Scanning and searching  Loyalty only to the page where they started  Rarely do web users start and end sessions in the same place  Users stick with one site as long as it delivers what they are looking for.
    • 25. Reading on a computerReading on a computer is tiresome.is tiresome.
    • 26. Image courtesy of photoxpress.com
    • 27. Users aren’t really “reading”  People scan pages, using their visual brains.  Provide visual hierarchy on a web page with text size, color, emphasis.
    • 28. Prominence “The more important something is, the more prominent it is. For instance, the most important headings are either larger, bolder, in a distinctive color, set off by more white space, nearer the top of the page, or some combination of the above.” – Steve Krug, ‘Don’t Make Me Think’
    • 29. EyetrackingEyetracking Images from www.useit.com/alertbox/reading_pattern.html
    • 30. Eyetracking Graphics from poynterextra.org
    • 31. “Inverted pyramid” style of writing works very well on the web.
    • 32. Inverted Pyramid Graphic from: http://www.district196.org
    • 33. Get to the point
    • 34. Put your text on a diet  79% of web users scan any new page for individual words and sentences.  Only 16 percent read it word-for- word.  Use half the word count of conventional writing.
    • 35. Targets  Headlines – less than 8 words  Sentences – less than 20 words  Paragraphs – less than 70 words  Pages – less than 400 words
    • 36. Readability on the web  Highlighted keywords  Bulleted lists  One idea per paragraph  Make hyperlinks part of the copy  Subheads  Divide up information into logical segments or chunks
    • 37. Don’t disorient me  The computer screen provides a limited view of long documents.  Long web pages tend to disorient readers.  Long web pages require users to scroll and remember what is off-screen.  Chunking helps to orient users.
    • 38. Hyperlink.Hyperlink. Hyperlink.Hyperlink. Hyperlink.Hyperlink. Transparency = credibility
    • 39. Hyperlinking Best Practices  Never construct a sentence around a link phrase, such as “click here for more information.“  Write as you normally would. Place the link on the words that best describe the additional content.
    • 40. Examples  Poor: Click here for more information on placing links within your text.  Better: Avoid problems with Web links by managing their placement within the context of your document.
    • 41. Search engines can lead people to your information.
    • 42. SEO / Headlines  SEO stands for Search Engine Optimization.  Headlines should be Search Engine Optimized.  Include obvious keywords that people would use to search.
    • 43. Headlines: Obvious = Better  Online, headlines alone must provide enough “information scent” to let users predict what they'll get if they click.  Usually, nothing else explains a story's content.  Headlines should be meaningful. -Jakob Nielsen’s Alertbox
    • 44. Other stylistic considerations Cultivate a voice. Web readers welcome a measure of individuality from their information sources. With so many competing sources, a unique conversational voice may help distinguish your pages.
    • 45. The Manolo says… “Do not be afraid to be different. In fact, being different it is the advantage in the marketplace where there are fifty thousand new blogs on the topic you have chosen.” - http://shoeblogs.com/
    • 46. Active Voice  Food packages will be distributed by the organization’s volunteers. (passive)  Volunteers will distribute food packages. (active)  Volunteers will hand out food. (active, short, conversational)
    • 47. Users expect to be able to read, listen, watch, choose, click and/or participate.
    • 48. Visualize your readers Always keep your audience in mind before and during your writing.
    • 49. Writing method  Write  Read  Cut  Set aside  Cut more  Proofread  Post
    • 50. After you post  Twitter  Facebook  Share with sources  Share with topic “influencers”

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