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Writing Web

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Writing for the Web: presented to HCA Gulf Coast marketing managers and staff

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Writing Web

  1. 1. + Writing for the Web Presented to HCA Gulf Coast Division Feb. 18, 2010 By Jessica Johns Pool
  2. 2. + Writing for the Web is different Why?  Reading on a computer screen differs significantly from print  Want information, facts  Task oriented  Scan, don’t read  Non-linear presentation  4 second rule  F-shaped
  3. 3. + F-shaped tracking images
  4. 4. From UseIt.com + On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.
  5. 5. + How to write for the Web  ‘Bucket’ your information  Headlines do heavy lifting  Factual, yet interesting  Capture the scanner, draw them in  Use keywords
  6. 6. + Help the scanners Techniques for every page  Inverted pyramid style  Use subheads, bullet points, numbered lists  Boldimportant words to draw readers through blocks of copy  Short, one-idea paragraphs  Short sentences  Hyperlinks
  7. 7. + Ideal word counts According to Gerry McGovern, web expert…  Regularweb page (not a landing page) – 200-300 words  Landing page – 250-600 words  Headlines - 4 to 8 words  Sentences - 15 to 20 words  Paragraphs - 40 to 70 words
  8. 8. 50% of visitors will read a 300- + word page to the end, while only 5% will scan 1,000 words. Gerry McGovern
  9. 9. + HCA – old style
  10. 10. + HCA – new style
  11. 11. + Things to avoid  Italic: Hard to read on screen  Underline only hyperlinks  ALL CAPS  Trying to control too much  Dead-end pages
  12. 12. +
  13. 13. + Search engine optimization Easier to understand than you think  Elements the search engines analyze:  Keywords  Page titles  Page descriptions  Headers and subheaders  Page content  Hyperlinks within site
  14. 14. + Search of HCA Houston Keywords Page title Page description
  15. 15. + HP. Home page Title: Xxxxxxx xxxxxxx. Specialists in Complex xxxxxxx Trials, Houston, Texas Description: The attorneys of xxxx xxxxxx law firm are specialists in handling xxxxxx trials with multiple xxxxxx who seek damages from xxxxxx. Keywords: xxxxx attorney Houston, xxxxx xxxxx attorney, zzzz xxxxx attorneys, xxxxxx trial firm [global header] xxxxxx zzzzzzzz [global subhead] Specialists in zzzzzz xxxxxx [body copy] xxxxxx zzzzzzz is a small, experienced and effective law firm that specializes in xxxxxx xxxxxxx and amounts exceeding $100 million. They often work in partnership with other law firms on these cases and have the depth of resources needed to win….
  16. 16. + How many keywords? Fewer than you probably think…  10-15 keywords per site  2-3 keywords per page (at the most)  4-8% keyword density  Long-tail vs. short-tail
  17. 17. + Finding keywords – Step 1  Consider: What will reader search for? Examples: Cancer vs. oncology Physician vs. doctor HCA vs. sign on the door
  18. 18. + Finding keywords – Step 2  Check your keywords on these sites:  Google AdWords –www.google.com/ sktool/#  WordTracker - freekeywords.wordtracker.com  Hubspot Website Grader - websitegrader.com/#ReportTop  Wordstream.com  Spacky.com (?)
  19. 19. + Putting it all together  Short, factual, scannable copy  Include keywords  Especially in headers, subheads and hyperlinks  Link pages within the site
  20. 20. + Helpful links   www.useit.com   www.copyblogger.com   www.websitemagazine.com

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