Clear and compelling writing can improve any website, from hobby blogs to academic resource centres. If you think your web content needs a little love, take a cue from the professionals who make a living writing every day: Journalists! In this talk, I’ll use examples from the newsroom that apply to anyone writing for the web. You don’t need to see your name in print to be a good writer.

1. Five Newsroom
Tips for Better
Website Content
by Andrea Zoellner

2. Journalists 18%
Source: Ipsos Reid, Annual Trusted Brand™ Survey, 2015

3. Journalists
Bloggers
Telemarketers
18%
6%
4%
Source: Ipsos Reid, Annual Trusted Brand™ Survey, 2015

4. @andreazoellner
andreazoellner.com

5. Know Your
Audience
I.

6. www.louistwelve.com

7. www.louistwelve.com

9. Your objective of communicating
is only complete if the receiver
perceives your message the way you
intended.

10. Don't Bury
the Lede
II.

11. The fold
The abyss

12. “55% spent fewer
than 15 seconds
actively on a page.”
bye !
Source: What You Think You Know About the Web Is Wrong, Tony Haile, Time, 09/03/2014.

13. The fold
Below
the fold}

14. The fold

15. Know Your
Audience
I.

16. Observe the
Style Guide
III.

17. Why have a style guide?
• Consistent
• Professional
• Intentional
• On-brand

18. www.louistwelve.com

19. www.louistwelve.com

20. Ask the
Copy Editor
IV.

21. Regret
the Error
V.

22. Nomophobia
/näməˈ fōbēə/
noun
Proposed name for the phobia (intense,
irrational fear) of being out of mobile phone
contact.

23. Nomophobia
/näməˈ fōbēə/
noun
Proposed name for the phobia (intense,
irrational fear) of being out of mobile phone
contact.

24. I. Know Your Audience
II. Don’t Bury the Lede
III. Observe the Style Guide
IV. Ask the Copy Editor
V. Regret the Error

25. @andreazoellner andreazoellner.com
Thank You