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Writing For The Web

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A guide to help when considering writing for the web.

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Writing For The Web

  1. 1. A few tips on writing for the Web<br />Simon Belt<br />Simply Better IT<br />Simply Better IT in association with New Mills School Business & Enterprise College<br />
  2. 2. First: the Web 1.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
  3. 3. First: the Web 1.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Content produced by last person standing when the job was handed out:
  4. 4. Informative content but dry in character
  5. 5. One way street of information from knowing website to learning viewer
  6. 6. Language used is internal and technical
  7. 7. One voice and message to anyone and everyone
  8. 8. Worst elements of brochure site – had to have a website</li></li></ul><li>Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
  9. 9. Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
  10. 10. Second: the Web 2.0 experience<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Replicates real world conversations that continue in your head:
  11. 11. Many voices – editorial authority and User Generated Content providing independent validation
  12. 12. Multiple messages for multiple audiences
  13. 13. On site / on page dialogue that engages the visitor
  14. 14. Flexible structure to accommodate different audiences
  15. 15. Give something away - reviews</li></li></ul><li>Third: it’s no surprise<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Decades of refining good customer relations replicated on best websites:
  16. 16. For the older people – best video stores had a Tarantino advising customers on their choices and allowing others in shop to chip in
  17. 17. Wine merchants providing suggestions based on previous purchases
  18. 18. Visitor books at B&Bs may be a little naff but involve people
  19. 19. Shop keepers giving things to the kids or a little extra to loyal customers
  20. 20. Tricks that work offline probably work online</li></li></ul><li>Visual clues and words<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />YELLOW<br />BLUE<br />ORANGE<br />BLACK<br />RED<br />GREEN<br />BLUE<br />ORANGE<br />PURPLE<br />
  21. 21. Fourth: persuasive content<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> All the traditional techniques apply:
  22. 22. Switching from left brain (logical) to right brain (emotional)
  23. 23. Create emotional feelings of pleasant childhood experiences
  24. 24. Embed commands in flowing content
  25. 25. Decisions are made on emotion and justified with logic
  26. 26. Zeigarnik effect – create unresolved problems in titles etc
  27. 27. Provide decision route – Gold, Silver, Bronze</li></li></ul><li>Fifth: Veloso 5Q model<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> Question 1 – What’s the problem?
  28. 28. Most sales based on solving problems
  29. 29. Question 2 – Why hasn’t the problem been solved?
  30. 30. Why the reader is stuck in a rut about, or not acting to solve the problem
  31. 31. Question 3 – What is possible?
  32. 32. What life could be like with your solution, introduce product or service
  33. 33. Question 4 – What is different now?
  34. 34. Explain who you are, your product or service with switch to emotional state
  35. 35. Question 5 – What should they do now?
  36. 36. Tell them what you want them to do as a low risk no-brainer</li></li></ul><li>Always: Embed your keywords<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br /><ul><li> In the Title
  37. 37. In the Filename
  38. 38. In the Heading
  39. 39. In the first paragraph
  40. 40. In the last paragraph
  41. 41. In the image filename</li></li></ul><li>Always: Embed your keywords<br />Simply Better IT in association with New Mills School, Business & Enterprise College<br />
  42. 42. A few tips on writing for the Web<br />Simon Belt<br />Simply Better IT<br />Simply Better IT in association with New Mills School Business & Enterprise College<br />

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