JOUR 345 - Writing for the web

1. Writing for the Web
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2. 2
What’s different about these
experiences?

3. Lean forward vs. lean back
• On the Web, users are
engaged and want to go
places and get things
done. The Web is an
active medium.
• Watching TV, viewers
want to be entertained.
They are in relaxation
mode. They don't want
to make choices. TV is a
passive medium.
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4. Who is in control?
• TV
• Newspapers
• Magazines
• Radio
• Internet
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5. How do users read on the web?
• They don’t.
• They scan.
• A web page has three seconds or less to
get you to read it.
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6. Online readers are like sharks

7. •

8. How to make web content easy to
digest
 Highlighted keywords
 Meaningful sub-headings (not "clever" ones)
 Bulleted lists
 One idea per paragraph
 Inverted pyramid style, starting with the
conclusion
 Half the word count (or less) than conventional
writing
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9. Get to the point
• Use short words and short paragraphs.
• Front-load your content: Put the most
important information first. Emphasize it in
the first sentence and headings.
• Keep it simple: One or two ideas per short
paragraph.

10. Credibility is important
• High-quality graphics
• Good writing
• Use of outbound hypertext links. (Shows
you’ve done your homework)
• Lack of marketing language or puffery
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11. Example
• Jakob Nielson conducted studies on how
people read online
• Presented the same information in several
different formats
• Measured how quickly and how well users
absorbed the information.
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12. Promotional writing
(Original/control condition)
Nebraska is filled with internationally recognized
attractions that draw large crowds of people
every year, without fail. In 1996, some of the
most popular places were Fort Robinson State
Park (355,000 visitors), Scotts Bluff National
Monument (132,166), Arbor Lodge State
Historical Park & Museum (100,000), Carhenge
(86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical
Park (28,446).
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13. The concise version
In 1996, six of the best-attended attractions in
Nebraska were Fort Robinson State Park, Scotts
Bluff National Monument, Arbor Lodge State
Historical Park & Museum, Carhenge, Stuhr
Museum of the Prairie Pioneer, and Buffalo Bill
Ranch State Historical Park.
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14. What happened?
• 58% improvement in how quickly readers
absorbed the information and how well
they recalled it.
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15. The scannable version
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every year,
without fail. In 1996, some of the most popular places
were:
 Fort Robinson State Park (355,000 visitors)
 Scotts Bluff National Monument (132,166)
 Arbor Lodge State Historical Park & Museum (100,000)
 Carhenge (86,598)
 Stuhr Museum of the Prairie Pioneer (60,002)
 Buffalo Bill Ranch State Historical Park (28,446).
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16. What happens?
• 47% improvement
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17. The objective version
Nebraska has several attractions. In 1996,
some of the most-visited places were Fort
Robinson State Park (355,000 visitors),
Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical
Park & Museum (100,000), Carhenge
(86,598), Stuhr Museum of the Prairie
Pioneer (60,002), and Buffalo Bill Ranch
State Historical Park (28,446).
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18. What happened?
• Just this one change – taking out the
“marketese” – improves readers ability to
absorb the information by 27%
• Why?
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19. Combined version: concise, scannable,
and objective
In 1996, six of the most-visited places in
Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
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20. Results?
• 124% improvement!
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21. Happy talk must die
• Happy talk is
promotional writing
with no useful
information. It hurts
credibility.
• In person it’s the small
talk we use to be
sociable.
• Online people just want
to get to the point.
09/01/10

22. If you haven't been to Boomers yet, you haven't
lived. This amazing entertainment facility is a great
time, every time. Upon entering this heaven on
earth, you will not be prepared for what you're
about to experience. Miniature golf, go karts,
bumper boats, bowling, laser tag, a rock wall, kid's
playground, and a larger-than-life game room are
just a few of the activities Boomers offers. Also,
Boomers will give you 5000 FREE game tickets on
your birthday! Best birthday present ever, if you ask
me! So go with a friend, go with your little sister, or
go with the kids you're babysitting to keep them
entertained (and entertain yourself). You are sure to
have a blast at Boomers, and you may never want to
leave.

23. Now that was happy talk.
• It was 125 words long.
• It didn’t even say where Boomers is located.
• The gushing tone made me suspect the
author was exaggerating (or works for
Boomers.)
• It can be reduced to 55 words with the
location.
•

24. Boomers is a popular place for entertainment in Boca Raton
offering:
•miniature golf
•go karts
•bumper boats
•bowling
•laser tag
•a rock wall
•kid's playground
•a huge game room.
And mark your calendar for this: Boomers will give you
5000 FREE game tickets on your birthday. (Best birthday
present ever, if you ask me.)