Writing For The Web

Writing For The Web How to Communicate Effectively Online

Overview: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mini-Manifesto: Why Your Great Literary Skills Don’t Matter Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do users read on the web? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 1: Know Your Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Remember the 3 S’s! ,[object Object],[object Object],[object Object]

1. Keep Content Scannable Eye tracking data shows that users often scan in an F-shaped pattern: two horizontal stripes followed by a vertical stripe.

How’d they do that? Then: Now: Very Expensive Camera

Implications of Eye Tracking Data: ,[object Object],[object Object],1. Keep Content Scannable:

The Inverted Pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Keep Content Scannable:

The Inverted Pyramid 1. Keep Content Scannable:

Effective Sub Headings ,[object Object],[object Object],[object Object],[object Object],1. Keep Content Scannable:

Use Lists! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Keep Content Scannable:

Break Long Sentences Into Lists ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Keep Content Scannable:

How To Use Bold Text Effectively ,[object Object],[object Object],[object Object],1. Keep Content Scannable:

2. Keep Content Short ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. Keep Content Segmented ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reminder: Use Descriptive Sub-Headings ,[object Object],[object Object],[object Object],3. Keep Content Segmented:

Keep it Casual ,[object Object],[object Object],[object Object],Voice:

Cut The Bull ,[object Object],[object Object],[object Object],[object Object],Voice:

Cut The Bull ,[object Object],[object Object],[object Object],[object Object],[object Object],Voice:

Use Active Voice ,[object Object],[object Object],[object Object],[object Object],Voice:

Style Guide: Forget Your High School English Teacher’s Rule Book (Not all of it! Just the tedious bits!)

Forget Your High School English Teacher’s Rule Book: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Style Guide:

Never use “ Click Here. ” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Style Guide:

Don’t try to be clever in your links. ,[object Object],[object Object],[object Object],[object Object]

Always Use Left-Aligned Text ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Style Guide:

Show Numbers as Numerals ,[object Object],[object Object],[object Object],[object Object],[object Object],Style Guide:

Other Things To Avoid: ,[object Object],[object Object],[object Object],[object Object],Style Guide:

Content Types ,[object Object],[object Object],[object Object],[object Object],[object Object]

About Us: Can you explain what you do in one paragraph? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Press Releases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Search Engine Optimization (SEO) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Press Releases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Articles: Become The Authority ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Blog Posts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Blog Posts ,[object Object],[object Object],[object Object],Content Types:

Social Media 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],Content Types:

Webpage vs Downloadable File (PDF) ,[object Object],[object Object],Content Types:

Decision Guidelines: Webpage vs Downloadable File (PDF) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

File Format ,[object Object],[object Object],[object Object],Webpage vs Downloadable File (PDF)

File Name ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Webpage vs Downloadable File (PDF)

Remember: Web users don’t read. They Scan !

Writing For The Web

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Writing For The Web