SlideShare a Scribd company logo
1 of 98
Download to read offline
How!To!Write!
Effective!Web!Copy



        Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009
Yes.!Hello.
   •   I’m!Kristina!Halvorson.

   •   I’m!the!President!of!Brain!Traffic!(Minneapolis,!MN).

   •   I’m!an!author.!In!theory.!

        – Content!Strategy!for!the!Web!
          (New!Riders!Voices!That!Matter,!Summer!2009)

   •   Thanks!for!having!me!in!Miami.!In!February.




                                                               FOWA!Miami!!|!!02.23.2009!!|!2
And!you!are!… ?
   •   Name

   •   Employer/Role

   •   Why!you’re!here

   •   One!thing!that!someone!might!not!guess!about!you




                                                          FOWA!Miami!!|!!02.23.2009!!|!3
Here’s!the!deal!for!today.
   1:30quot;1:45pm   We’ll!talk!about!“effective!web!copy.”

   1:45quot;2:30pm   We’ll!talk!about!how!to!plan!for!copy.

   2:30quot;4:30pm   We’ll!discuss:

                    ! Substance

                    ! Structure

                    ! Style

   4:30quot;5:00pm   We’ll!wrap!with!collaborative,!freequot;forquot;all!Q&A.




                                                           FOWA!Miami!!|!!02.23.2009!!|!4
Suggestions.
   •   Use!paper,!not!your!laptop.

   •   Get!up!when!you!need!to.

   •   Stop!me!for!questions.

   •   Don’t!make!fun!if!you!hear!my!Minnesotan!accent.




                                                          FOWA!Miami!!|!!02.23.2009!!|!5
What exactly
           is “effective
PART!ONE
           web copy”?
Effective!web!copy!…

   ! DELIGHTS

   ! SATISFIES

   ! HELPS!ME!DO!SOMETHING




                             FOWA!Miami!!|!!02.23.2009!!|!7
Delight!me.
  • Be!personable.

  • Share!secrets.

  • Surprise!me.

  • Reward!me.

  • Entertain!me.

  • Make!my!life!easier,!right!now.




                                      FOWA!Miami!!|!!02.23.2009!!|!8
FOWA!Miami!!|!!02.23.2009!!|!9
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Satisfy!me.
  • Know!what!I!want,!and!show!me!you!do.

  • Make!it!easy.

  • Deliver!on!your!promises.

  • If!you!make!a!mistake,!admit!it.

  • Be!consistent.

  • Get!out!of!my!way.




                                            FOWA!Miami!!|!!02.23.2009!!|!12
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Help!me!do!something.
  • Educate!me!… quickly.

  • Suggest!alternatives!or!addquot;ons!… but!don’t!shove!
    them!down!my!throat.

  • Prompt!me!… in!context.

  • Warn!me!… but!don’t!freak!me!out.




                                                         FOWA!Miami!!|!!02.23.2009!!|!16
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Effective!web!copy!…
   ! Communicates!SUBSTANCE!quickly!and!clearly.

   ! Is!communicated!in!a!STRUCTURE!that!provides!me!with!the!
     necessary!context!to!act!with!confidence.!

   ! Is!written!in!a!STYLE that’s!personable,!respectful,!and!the!
     embodiment!of!your!brand!values.




                                                                 FOWA!Miami!!|!!02.23.2009!!|!21
How To Plan
           for Web Copy
PART!TWO
           (or, “Content
           Strategy”)
My!favorite!web!copy!myths.
  • “We!can!figure!it!out!later.”

  • “The!copy!shouldn’t!be!that!big!of!a!deal.”

  • “We!already!pretty!much!know!what!we!want!to!say.”

  • “We!already!have!most!of!the!content.”

  • “I!should!be!able!to!take!care!of!most!of!this!myself.”




                                                              FOWA!Miami!!|!!02.23.2009!!|!23
To: Kristina Halvorson
Sent: Wednesday, May 14, 2008 3:21 PM
Subject: RE: hey there!

… This is a very large client who is building a site using a number of
different agencies. When it came to the content discussion the room
just threw their hands up in the air (literally and figuratively) because
no one had said they’d be responsible.

The site is going to be very content heavy and they want to launch
July 15.

Interested?




                                                                FOWA!Miami!!|!!02.23.2009!!|!24
SRSLY, PPL.




              FOWA!Miami!!|!!02.23.2009!!|!25
Writing!is!hard.
Writing!for!the!web!is!a!bitch.
  • Write!for!online!readers

  • Define!requirements

  • Plan!workflow

  • Agree!on!editorial!standards:!voice,!tone,!usage,!format

  • Schedule!updates

  • Find!all!the!“other” content




                                                          FOWA!Miami!!|!!02.23.2009!!|!26
CONTEXT                                                                                                        USERS
                          Userquot;centered!design!!!!!!!!!!!!!User!experience!!!!!!!!!!!!!User!testing

ORGANIZING!INFORMATION                                                                            PUBLISHING!CHANNELS
 Business!strategy                                                                                    PUSH
 Content!model                                                                                        Static/dynamic
 Information!architecture                                                                             Multichannel!delivery
                                        COLLABORATIONS
 Vocabulary!control                                                                                      Print
                                           Blogs
 Categorization/classification                                                                           Web
                                                                          ASSEMBLING!
                                           Wikis
 Interface/interaction!design                                                                            PDA/cell
                                                                          VERSIONS
                                           Forums                                                        PDF
                                                                            Versioning
                                           Mailing!lists                                                 Email
                                                                            Version!control
WORKFLOW!RULES                                                                                        Personalization
                                        CRM                                 Content!types
                                                                                                      Localization
 Business!rules                                                             Templates
                                           Contact!info                                               Rights!management
 Policies/procedures                                                        Navigation
                                           Access!control                                             PULL
 Roles/responsibilities                                                     Multilingual
                                           LDAP                                                       Syndication
 Content!owners!                                                            Compliance
                                           User!databases                                             Web!services
 Editors/publishers                                                         Reuse
                                                                                                      Search!enging
                                        DATABASES!+!                        Rollback
                                                                                                      Ecommerce
                                        REPOSITORIES
                                           Content!databases
CREATE!AND!EDIT                            File!system                                           ARCHIVE!+!DESTROY
 Authoring                                 Native!XML
                                                                                                      Retention!policy
 Capture/collect                           Documents
                                                                                                      Knowledge!base
 Acquisition                               Records
 Conversion                                Images/multimedia
 Aggregation                               Data!warehouses
 Ingestion/DRM                             Legacy!systems
 Editing!Tools
 Metadata!Tagging
 Library!Services                                                                                     cmsreview.com/stages
                                                                                                        FOWA!Miami!!|!!02.23.2009!!|!27
Writers!don’t!have!the!tools!to!deal.
   • Articles

   • Menu!items

   • Buttons

   • Link!naming

   • Error!messages

   • Task!instructions

   • Search!returns

   • Metadata


                                   FOWA!Miami!!|!!02.23.2009!!|!28
Before!you!start!writing!…
   • Do!an!audit.

   • Create!a!content!inventory.

   • Do!a!gap!analysis.

   • Create!a!style!guide.




                                   FOWA!Miami!!|!!02.23.2009!!|!29
The!audit
   • What!copy!do!I!need?

   • What!other!copy!do!I!need?

   • Speaking!of!which,!where!do!I!need!copy?

   • Also,!is!there!more!copy!I!need?




                                                FOWA!Miami!!|!!02.23.2009!!|!30
The!content!inventory




                        FOWA!Miami!!|!!02.23.2009!!|!31
The!gap!analysis
   • What’s!missing?

   • Where!can!I!get!it?

   • When!do!I!need!it?




                           FOWA!Miami!!|!!02.23.2009!!|!32
The!style!guide
   • Brand!values

   • Voice!and!tone!guidelines

   • Usage!guidelines!(like,!“the!Web” not!“the!web”)

   • Recurring!textual!elements

   • Legal!requirements




                                                        FOWA!Miami!!|!!02.23.2009!!|!33
The!style!guide:!Example
  All!copy!should!sound:!

  •   Clear!and!easy!to!follow:!Keep!writing!brief,!clean,!and!toquot;thequot;point.!
      Use!crisp!language.!Introduce!your!point!early!without!complicated!
      language!or!lengthy!clauses.!

  •   Engaging!and!casual: Write!the!way!our!customers!converse!with!family!
      and!friends.!Use!warm!language!and!a!strong,!descriptive!style.!


  •   Upbeat!and!encouraging:!Speak!in!terms!of!users’ interests,!goals,!and!
      challenges.!Use!active,!forwardquot;looking!statements.!Present!solutions!
      and!ideas!in!a!positive,!informative!manner.!




                                                                        FOWA!Miami!!|!!02.23.2009!!|!34
The!style!guide:!Example




                           FOWA!Miami!!|!!02.23.2009!!|!35
Substance
PART!THREE
Getting!at!substance!(the!“what”)
   • What!do!you!NEED!to!say?

      ...!to!support!the!successful!attainment!of!user!goals

   • What!do!you!WANT!to!say?

     … to!meet!your!own!business!objectives




                                                 FOWA!Miami!!|!!02.23.2009!!|!37
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Structure
PART!FOUR
Your!mission
   • Get!out!of!your!user’s!way.

   • Two!books!that!talk!about!this!brilliantly:
       – Designing!the!Obvious by!Robert!Hoekman,!Jr.

       – Don’t!Make!Me!Think by!Steve!Krug




                                                        FOWA!Miami!!|!!02.23.2009!!|!45
Being!smart!about!structure!(the!“where”)

   • Where!should!this!copy!appear!on!the!page?




                                             FOWA!Miami!!|!!02.23.2009!!|!46
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
FOWA!Miami!!|!!02.23.2009!!|!49
How to Write Effective Web Copy - Fowa Miami 2009
Being!smart!about!structure!(the!“when”)
   • When!should!this!copy!appear!in!the!application!design?

       – To!support!successful!task!completion

       – To!influence!behavior

   • How!will!this!copy!impact!the!user’s!attitude?

       – I!want!to!get!in,!get!this!done,!get!out

       – I!need!help!making!a!choice




                                                       FOWA!Miami!!|!!02.23.2009!!|!51
FOWA!Miami!!|!!02.23.2009!!|!52
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
FOWA!Miami!!|!!02.23.2009!!|!55
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
One millllllllllllllllllllion dollars
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Style
PART!FIVE
All!great!web!writing!is!…
   • Personable

   • Clear

   • Concise

   • Respectful

   • Customerquot;facing




                             FOWA!Miami!!|!!02.23.2009!!|!64
Often,!crappy!web!writing!is!…
   • Overwritten

   • Lazy!about!spelling!and!grammar

   • Lacking!focus

   • Hard!to!act!upon

   • All!about!you




                                       FOWA!Miami!!|!!02.23.2009!!|!65
Rethink!your!approach.
   • NO
      – What!do!I!want!to!tell!you?
      – What!do!I!want!you!to!understand?
      – What!do!I!wish!you!would!do?
      – How!can!I!make!you!care?


   • YES
      – What!do!you!want!to!know?
      – What!do!you!need!to!do?
      – What!do!you!need!to!feel!comfortable!and!smart?
      – What!do!you!care!about!… really?



                                                          FOWA!Miami!!|!!02.23.2009!!|!66
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Let’s!do!the!Top!10!List!thing.
   • Because!everyone!loves!a!good!top!10!list.




                                              FOWA!Miami!!|!!02.23.2009!!|!70
1.!!Less!is!more

    • Don’t!get!in!the!way!of!your!reader!gathering!information!or!
      completing!a!task.

    • Cut!all!unnecessary!words.!Then!cut!some!more.

    • GET!OUT!OF!YOUR!READER’S!WAY.




                                                    FOWA!Miami!!|!!02.23.2009!!|!71
FOWA!Miami!!|!!02.23.2009!!|!72
FOWA!Miami!!|!!02.23.2009!!|!73
2.!Get!to!the!point!
   • Boredom!=!immediate!departure

   • Save!your!niceties!for!when!they!call.

   • Step!into!your!reader’s!shoes.!!

       – What!information!do!I!want?

       – What!do!I!want!to!do?




                                              FOWA!Miami!!|!!02.23.2009!!|!74
FOWA!Miami!!|!!02.23.2009!!|!75
FOWA!Miami!!|!!02.23.2009!!|!76
3.!Learn!to!love!the!inverted!pyramid.!
  •     Not!…
      –    Problem!statement!
      –    Related!work!
      –    Methodology!
      –    Results!
      –    Conclusions!
  •       But!…
      –      Conclusion
      –      Supporting!information
      –      Background,!technical!details




                                             FOWA!Miami!!|!!02.23.2009!!|!77
4.!Lead!with!active!words.!
   You!know!you’re!getting!a!great!deal!every!time!you!log!on!to!
      Target.com.!We!have!everyday!low!prices,!fabulous!moneyquot;
      saving!offers!and!all!your!favorite!products,!right!here!online,
      24!hours!a!day.

   For!fabulous!savings!and!everyday!low!prices,!shop!online!24!
      hours!a!day!at!Target.com.

   Save!more!money.!!Shop!Target.com.




                                                        FOWA!Miami!!|!!02.23.2009!!|!78
5.!Use!simple!sentences.
   • Complex:
     Best!Buy!Co,!Inc.!is!North!America’s!leading!specialty!retailer!
     of!consumer!electronics!and!appliances,!operating!nearly!
     700!retail!stores!in!the!United!States!and!Canada!under!the!
     names!Best!Buy,!Future!Shop,!Geek!Squad!and!Magnolia!
     Audio!Video.

   • Simple:
     Best!Buy!Co.,!Inc.!is!North!America’s!leading!specialty!retailer!
     of!consumer!electronics!and!appliances.!!We!operate!nearly!
     700!retail!stores!in!the!United!States!and!Canada.!!Our!
     subsidiaries!include!Best!Buy,!Future!Shop,!Geek!Squad!and!
     Magnolia!Audio!Video.




                                                                         FOWA!Miami!!|!!02.23.2009!!|!79
6.!Break!it!up.
   • Put!the!reader!in!control.

   • Paragraphs:!40quot;60!words.




                                  FOWA!Miami!!|!!02.23.2009!!|!80
7.!Design!for!scan!readers.
   • Bulleted!lists

   • Hierarchical!headings

   • Clean!up!your!columns

   • See!Luke!Wroblewski’s presentation,!Content!Page!Design!
     Best!Practices:!http://tr.im/gHgP




                                                   FOWA!Miami!!|!!02.23.2009!!|!81
FOWA!Miami!!|!!02.23.2009!!|!82
How to Write Effective Web Copy - Fowa Miami 2009
8.!!Write!killer!headings!
    •   I’m!not!reading.!!I’m!scanning.

    •   Just!tell!me!what!I’m!going!to!find!on!that!page!or!in!that!
        paragraph.

    •   Use!keywords.

    •   Don’t!be!clever.




                                                                       FOWA!Miami!!|!!02.23.2009!!|!84
FOWA!Miami!!|!!02.23.2009!!|!85
FOWA!Miami!!|!!02.23.2009!!|!86
9.!Set!expectations.!
  •   Deliver!on!your!promises.

  •   Tell!people!how!much,!how!long,!how!often.

  •   Make!sure!links!match!section!(or!page)!titles.!




                                                         FOWA!Miami!!|!!02.23.2009!!|!87
FOWA!Miami!!|!!02.23.2009!!|!88
FOWA!Miami!!|!!02.23.2009!!|!89
9½.!!“Click!here” is!out!
     Contact!usto!contact!us
     Click!here

     Learn!more
     Click!here to!find!out!more

     Order!nowto!order!now
     Click!here

     Sign!up!for!our!equot;newsletter
     Click!here to!sign!up!for!our!equot;newsletter




                                                  FOWA!Miami!!|!!02.23.2009!!|!90
10.!!Lighten!up.!
     • Readers!want!to!enjoy!their!visit.

     • Be!intimate,!friendly,!respectful.

     • Use!contractions,!common!language.

     • Make!your!reader!feel!smart,!not!stupid.




                                                  FOWA!Miami!!|!!02.23.2009!!|!91
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Discuss
PART!SIX
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Hey,!thanks!
 email     kristina@braintraffic.com

 blog      http://braintraffic.typepad.com

 twitter   @halvorson




                         Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009

More Related Content

Similar to How to Write Effective Web Copy - Fowa Miami 2009

Measuring digital webinar v final redacted
Measuring digital webinar v final redactedMeasuring digital webinar v final redacted
Measuring digital webinar v final redactedBrian Winter
 
The anatomy of a successful web project
The anatomy of a successful web projectThe anatomy of a successful web project
The anatomy of a successful web projectBank of Ireland
 
Wireframing basics may 2012
Wireframing basics may 2012Wireframing basics may 2012
Wireframing basics may 2012Meaghan Barbin
 
Making a website
Making a websiteMaking a website
Making a websiteBen Lopatin
 
Kama measuring digital marketing v final
Kama measuring digital marketing v finalKama measuring digital marketing v final
Kama measuring digital marketing v finalBrian Winter
 
Measuring Digital: How to Track Digital Marketing & Quantify ROI
Measuring Digital: How to Track Digital Marketing & Quantify ROIMeasuring Digital: How to Track Digital Marketing & Quantify ROI
Measuring Digital: How to Track Digital Marketing & Quantify ROIPyxl
 
About Moxie and Omer Malchin
About Moxie and Omer MalchinAbout Moxie and Omer Malchin
About Moxie and Omer MalchinOmer Malchin
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesBrian Winter
 
Best Practices to create High Load Websites
Best Practices to create High Load WebsitesBest Practices to create High Load Websites
Best Practices to create High Load WebsitesManfred Furuholmen
 
Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Rethinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Rethinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
 
48 west mobile presentation v final
48 west mobile presentation v final48 west mobile presentation v final
48 west mobile presentation v finalBrian Winter
 
Aerogear Java User Group Presentation
Aerogear Java User Group PresentationAerogear Java User Group Presentation
Aerogear Java User Group Presentationhwilming
 
Web based drama website and task4
Web based drama website and task4Web based drama website and task4
Web based drama website and task4dpagoffs
 
Single Page Web Apps
Single Page Web AppsSingle Page Web Apps
Single Page Web AppsJan Monschke
 
Phizzle Platform Overview 2012
Phizzle Platform Overview 2012Phizzle Platform Overview 2012
Phizzle Platform Overview 2012Craig Nobles
 
Imola informatica - cloud computing and software development
Imola informatica - cloud computing and software developmentImola informatica - cloud computing and software development
Imola informatica - cloud computing and software developmentFilippo Bosi
 
A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)
A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)
A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)Franco Papeschi
 

Similar to How to Write Effective Web Copy - Fowa Miami 2009 (20)

Measuring digital webinar v final redacted
Measuring digital webinar v final redactedMeasuring digital webinar v final redacted
Measuring digital webinar v final redacted
 
The anatomy of a successful web project
The anatomy of a successful web projectThe anatomy of a successful web project
The anatomy of a successful web project
 
Wireframing basics may 2012
Wireframing basics may 2012Wireframing basics may 2012
Wireframing basics may 2012
 
Making a website
Making a websiteMaking a website
Making a website
 
Biz buzz website case study
Biz buzz website case studyBiz buzz website case study
Biz buzz website case study
 
Kama measuring digital marketing v final
Kama measuring digital marketing v finalKama measuring digital marketing v final
Kama measuring digital marketing v final
 
Measuring Digital: How to Track Digital Marketing & Quantify ROI
Measuring Digital: How to Track Digital Marketing & Quantify ROIMeasuring Digital: How to Track Digital Marketing & Quantify ROI
Measuring Digital: How to Track Digital Marketing & Quantify ROI
 
About Moxie and Omer Malchin
About Moxie and Omer MalchinAbout Moxie and Omer Malchin
About Moxie and Omer Malchin
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
 
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRe-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
 
Best Practices to create High Load Websites
Best Practices to create High Load WebsitesBest Practices to create High Load Websites
Best Practices to create High Load Websites
 
Module 07: Wireframes
Module 07: WireframesModule 07: Wireframes
Module 07: Wireframes
 
Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Rethinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesRethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
Rethinking Digital: The Evolution of Mobile & Its Impact on Web Strategies
 
48 west mobile presentation v final
48 west mobile presentation v final48 west mobile presentation v final
48 west mobile presentation v final
 
Aerogear Java User Group Presentation
Aerogear Java User Group PresentationAerogear Java User Group Presentation
Aerogear Java User Group Presentation
 
Web based drama website and task4
Web based drama website and task4Web based drama website and task4
Web based drama website and task4
 
Single Page Web Apps
Single Page Web AppsSingle Page Web Apps
Single Page Web Apps
 
Phizzle Platform Overview 2012
Phizzle Platform Overview 2012Phizzle Platform Overview 2012
Phizzle Platform Overview 2012
 
Imola informatica - cloud computing and software development
Imola informatica - cloud computing and software developmentImola informatica - cloud computing and software development
Imola informatica - cloud computing and software development
 
A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)
A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)
A Different Grid: Multi-Channel Service Design, the African Way (IA Summit 2012)
 

More from Carsonified Team

Chris Lea - What does NoSQL Mean for You
Chris Lea - What does NoSQL Mean for YouChris Lea - What does NoSQL Mean for You
Chris Lea - What does NoSQL Mean for YouCarsonified Team
 
Tara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouTara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
 
Dion Almaer & Ben Galbraith - Build Once, Deploy Everywhere
Dion Almaer & Ben Galbraith - Build Once, Deploy EverywhereDion Almaer & Ben Galbraith - Build Once, Deploy Everywhere
Dion Almaer & Ben Galbraith - Build Once, Deploy EverywhereCarsonified Team
 
Steve Huffman - Lessons learned while at reddit.com
Steve Huffman - Lessons learned while at reddit.comSteve Huffman - Lessons learned while at reddit.com
Steve Huffman - Lessons learned while at reddit.comCarsonified Team
 
Neil Patel - What You Need to be Measuring and How to Do It
Neil Patel - What You Need to be Measuring and How to Do ItNeil Patel - What You Need to be Measuring and How to Do It
Neil Patel - What You Need to be Measuring and How to Do ItCarsonified Team
 
Molly Holzschlag - How HTML 5 is Going to Completely Change your Web App
Molly Holzschlag - How HTML 5 is Going to Completely Change your Web AppMolly Holzschlag - How HTML 5 is Going to Completely Change your Web App
Molly Holzschlag - How HTML 5 is Going to Completely Change your Web AppCarsonified Team
 
Mike Mcderment - Marketing Metrics and the Systems You Need to Measure Them
Mike Mcderment - Marketing Metrics and the Systems You Need to Measure ThemMike Mcderment - Marketing Metrics and the Systems You Need to Measure Them
Mike Mcderment - Marketing Metrics and the Systems You Need to Measure ThemCarsonified Team
 
Fred Wilson - The 10 Golden Principles for Successful Web Apps
Fred Wilson - The 10 Golden Principles for Successful Web AppsFred Wilson - The 10 Golden Principles for Successful Web Apps
Fred Wilson - The 10 Golden Principles for Successful Web AppsCarsonified Team
 
Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...
Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...
Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...Carsonified Team
 
Aaron Patzer - How to Take Your Start-up to the Next Level
Aaron Patzer - How to Take Your Start-up to the Next LevelAaron Patzer - How to Take Your Start-up to the Next Level
Aaron Patzer - How to Take Your Start-up to the Next LevelCarsonified Team
 
Taking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin RoseTaking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin RoseCarsonified Team
 
The New Marketing, by Ryan Carson
The New Marketing, by Ryan CarsonThe New Marketing, by Ryan Carson
The New Marketing, by Ryan CarsonCarsonified Team
 
FOWA Tour- Andy McLoughlin
FOWA Tour- Andy McLoughlinFOWA Tour- Andy McLoughlin
FOWA Tour- Andy McLoughlinCarsonified Team
 
FOWA Tour- Graeme Mathieson
FOWA Tour- Graeme MathiesonFOWA Tour- Graeme Mathieson
FOWA Tour- Graeme MathiesonCarsonified Team
 
FOWA Bristol/ Leeds- Dan Rubin
FOWA Bristol/ Leeds- Dan RubinFOWA Bristol/ Leeds- Dan Rubin
FOWA Bristol/ Leeds- Dan RubinCarsonified Team
 

More from Carsonified Team (20)

Chris Lea - What does NoSQL Mean for You
Chris Lea - What does NoSQL Mean for YouChris Lea - What does NoSQL Mean for You
Chris Lea - What does NoSQL Mean for You
 
Tara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouTara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save You
 
Dion Almaer & Ben Galbraith - Build Once, Deploy Everywhere
Dion Almaer & Ben Galbraith - Build Once, Deploy EverywhereDion Almaer & Ben Galbraith - Build Once, Deploy Everywhere
Dion Almaer & Ben Galbraith - Build Once, Deploy Everywhere
 
Steve Huffman - Lessons learned while at reddit.com
Steve Huffman - Lessons learned while at reddit.comSteve Huffman - Lessons learned while at reddit.com
Steve Huffman - Lessons learned while at reddit.com
 
Neil Patel - What You Need to be Measuring and How to Do It
Neil Patel - What You Need to be Measuring and How to Do ItNeil Patel - What You Need to be Measuring and How to Do It
Neil Patel - What You Need to be Measuring and How to Do It
 
Molly Holzschlag - How HTML 5 is Going to Completely Change your Web App
Molly Holzschlag - How HTML 5 is Going to Completely Change your Web AppMolly Holzschlag - How HTML 5 is Going to Completely Change your Web App
Molly Holzschlag - How HTML 5 is Going to Completely Change your Web App
 
Mike Mcderment - Marketing Metrics and the Systems You Need to Measure Them
Mike Mcderment - Marketing Metrics and the Systems You Need to Measure ThemMike Mcderment - Marketing Metrics and the Systems You Need to Measure Them
Mike Mcderment - Marketing Metrics and the Systems You Need to Measure Them
 
Fred Wilson - The 10 Golden Principles for Successful Web Apps
Fred Wilson - The 10 Golden Principles for Successful Web AppsFred Wilson - The 10 Golden Principles for Successful Web Apps
Fred Wilson - The 10 Golden Principles for Successful Web Apps
 
Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...
Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...
Alex Payne - Speedy, Stable, and Secure: Better Web Applications Through Func...
 
Aaron Patzer - How to Take Your Start-up to the Next Level
Aaron Patzer - How to Take Your Start-up to the Next LevelAaron Patzer - How to Take Your Start-up to the Next Level
Aaron Patzer - How to Take Your Start-up to the Next Level
 
Taking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin RoseTaking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin Rose
 
The New Marketing, by Ryan Carson
The New Marketing, by Ryan CarsonThe New Marketing, by Ryan Carson
The New Marketing, by Ryan Carson
 
FOWA Tour- Richard Healy
FOWA Tour- Richard HealyFOWA Tour- Richard Healy
FOWA Tour- Richard Healy
 
FOWA Tour- Andy McLoughlin
FOWA Tour- Andy McLoughlinFOWA Tour- Andy McLoughlin
FOWA Tour- Andy McLoughlin
 
FOWA Tour- Dorothy Briggs
FOWA Tour- Dorothy BriggsFOWA Tour- Dorothy Briggs
FOWA Tour- Dorothy Briggs
 
FOWA Tour- Ryan Carson
FOWA Tour- Ryan CarsonFOWA Tour- Ryan Carson
FOWA Tour- Ryan Carson
 
FOWA Tour- Roan Lavery
FOWA Tour- Roan LaveryFOWA Tour- Roan Lavery
FOWA Tour- Roan Lavery
 
FOWA Tour- Graeme Mathieson
FOWA Tour- Graeme MathiesonFOWA Tour- Graeme Mathieson
FOWA Tour- Graeme Mathieson
 
FOWA Bristol/ Leeds- Dan Rubin
FOWA Bristol/ Leeds- Dan RubinFOWA Bristol/ Leeds- Dan Rubin
FOWA Bristol/ Leeds- Dan Rubin
 
FOWA Bristol- Ian Broom
FOWA Bristol- Ian BroomFOWA Bristol- Ian Broom
FOWA Bristol- Ian Broom
 

Recently uploaded

March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch TuesdayIvanti
 
Patch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updatePatch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updateadam112203
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud DataEric D. Schabell
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameKapil Thakar
 
UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2DianaGray10
 
Automation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projectsAutomation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projectsDianaGray10
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptxHansamali Gamage
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxKaustubhBhavsar6
 
Extra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfExtra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfInfopole1
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024Brian Pichman
 
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechWebinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechProduct School
 
Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Muhammad Tiham Siddiqui
 
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInOutage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInThousandEyes
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveIES VE
 
The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)IES VE
 
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENTSIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENTxtailishbaloch
 
UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3DianaGray10
 
IT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingIT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingMAGNIntelligence
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...DianaGray10
 
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxEmil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxNeo4j
 

Recently uploaded (20)

March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch Tuesday
 
Patch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updatePatch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 update
 
3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data3 Pitfalls Everyone Should Avoid with Cloud Data
3 Pitfalls Everyone Should Avoid with Cloud Data
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First Frame
 
UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2
 
Automation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projectsAutomation Ops Series: Session 2 - Governance for UiPath projects
Automation Ops Series: Session 2 - Governance for UiPath projects
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptx
 
Extra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdfExtra-120324-Visite-Entreprise-icare.pdf
Extra-120324-Visite-Entreprise-icare.pdf
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024
 
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechWebinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
 
Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)
 
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInOutage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
 
The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)The Importance of Indoor Air Quality (English)
The Importance of Indoor Air Quality (English)
 
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENTSIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
 
UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3
 
IT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingIT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced Computing
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...
 
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxEmil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
 

How to Write Effective Web Copy - Fowa Miami 2009

  • 1. How!To!Write! Effective!Web!Copy Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009
  • 2. Yes.!Hello. • I’m!Kristina!Halvorson. • I’m!the!President!of!Brain!Traffic!(Minneapolis,!MN). • I’m!an!author.!In!theory.! – Content!Strategy!for!the!Web! (New!Riders!Voices!That!Matter,!Summer!2009) • Thanks!for!having!me!in!Miami.!In!February. FOWA!Miami!!|!!02.23.2009!!|!2
  • 3. And!you!are!… ? • Name • Employer/Role • Why!you’re!here • One!thing!that!someone!might!not!guess!about!you FOWA!Miami!!|!!02.23.2009!!|!3
  • 4. Here’s!the!deal!for!today. 1:30quot;1:45pm We’ll!talk!about!“effective!web!copy.” 1:45quot;2:30pm We’ll!talk!about!how!to!plan!for!copy. 2:30quot;4:30pm We’ll!discuss: ! Substance ! Structure ! Style 4:30quot;5:00pm We’ll!wrap!with!collaborative,!freequot;forquot;all!Q&A. FOWA!Miami!!|!!02.23.2009!!|!4
  • 5. Suggestions. • Use!paper,!not!your!laptop. • Get!up!when!you!need!to. • Stop!me!for!questions. • Don’t!make!fun!if!you!hear!my!Minnesotan!accent. FOWA!Miami!!|!!02.23.2009!!|!5
  • 6. What exactly is “effective PART!ONE web copy”?
  • 7. Effective!web!copy!… ! DELIGHTS ! SATISFIES ! HELPS!ME!DO!SOMETHING FOWA!Miami!!|!!02.23.2009!!|!7
  • 8. Delight!me. • Be!personable. • Share!secrets. • Surprise!me. • Reward!me. • Entertain!me. • Make!my!life!easier,!right!now. FOWA!Miami!!|!!02.23.2009!!|!8
  • 12. Satisfy!me. • Know!what!I!want,!and!show!me!you!do. • Make!it!easy. • Deliver!on!your!promises. • If!you!make!a!mistake,!admit!it. • Be!consistent. • Get!out!of!my!way. FOWA!Miami!!|!!02.23.2009!!|!12
  • 16. Help!me!do!something. • Educate!me!… quickly. • Suggest!alternatives!or!addquot;ons!… but!don’t!shove! them!down!my!throat. • Prompt!me!… in!context. • Warn!me!… but!don’t!freak!me!out. FOWA!Miami!!|!!02.23.2009!!|!16
  • 21. Effective!web!copy!… ! Communicates!SUBSTANCE!quickly!and!clearly. ! Is!communicated!in!a!STRUCTURE!that!provides!me!with!the! necessary!context!to!act!with!confidence.! ! Is!written!in!a!STYLE that’s!personable,!respectful,!and!the! embodiment!of!your!brand!values. FOWA!Miami!!|!!02.23.2009!!|!21
  • 22. How To Plan for Web Copy PART!TWO (or, “Content Strategy”)
  • 23. My!favorite!web!copy!myths. • “We!can!figure!it!out!later.” • “The!copy!shouldn’t!be!that!big!of!a!deal.” • “We!already!pretty!much!know!what!we!want!to!say.” • “We!already!have!most!of!the!content.” • “I!should!be!able!to!take!care!of!most!of!this!myself.” FOWA!Miami!!|!!02.23.2009!!|!23
  • 24. To: Kristina Halvorson Sent: Wednesday, May 14, 2008 3:21 PM Subject: RE: hey there! … This is a very large client who is building a site using a number of different agencies. When it came to the content discussion the room just threw their hands up in the air (literally and figuratively) because no one had said they’d be responsible. The site is going to be very content heavy and they want to launch July 15. Interested? FOWA!Miami!!|!!02.23.2009!!|!24
  • 25. SRSLY, PPL. FOWA!Miami!!|!!02.23.2009!!|!25
  • 26. Writing!is!hard. Writing!for!the!web!is!a!bitch. • Write!for!online!readers • Define!requirements • Plan!workflow • Agree!on!editorial!standards:!voice,!tone,!usage,!format • Schedule!updates • Find!all!the!“other” content FOWA!Miami!!|!!02.23.2009!!|!26
  • 27. CONTEXT USERS Userquot;centered!design!!!!!!!!!!!!!User!experience!!!!!!!!!!!!!User!testing ORGANIZING!INFORMATION PUBLISHING!CHANNELS Business!strategy PUSH Content!model Static/dynamic Information!architecture Multichannel!delivery COLLABORATIONS Vocabulary!control Print Blogs Categorization/classification Web ASSEMBLING! Wikis Interface/interaction!design PDA/cell VERSIONS Forums PDF Versioning Mailing!lists Email Version!control WORKFLOW!RULES Personalization CRM Content!types Localization Business!rules Templates Contact!info Rights!management Policies/procedures Navigation Access!control PULL Roles/responsibilities Multilingual LDAP Syndication Content!owners! Compliance User!databases Web!services Editors/publishers Reuse Search!enging DATABASES!+! Rollback Ecommerce REPOSITORIES Content!databases CREATE!AND!EDIT File!system ARCHIVE!+!DESTROY Authoring Native!XML Retention!policy Capture/collect Documents Knowledge!base Acquisition Records Conversion Images/multimedia Aggregation Data!warehouses Ingestion/DRM Legacy!systems Editing!Tools Metadata!Tagging Library!Services cmsreview.com/stages FOWA!Miami!!|!!02.23.2009!!|!27
  • 28. Writers!don’t!have!the!tools!to!deal. • Articles • Menu!items • Buttons • Link!naming • Error!messages • Task!instructions • Search!returns • Metadata FOWA!Miami!!|!!02.23.2009!!|!28
  • 29. Before!you!start!writing!… • Do!an!audit. • Create!a!content!inventory. • Do!a!gap!analysis. • Create!a!style!guide. FOWA!Miami!!|!!02.23.2009!!|!29
  • 30. The!audit • What!copy!do!I!need? • What!other!copy!do!I!need? • Speaking!of!which,!where!do!I!need!copy? • Also,!is!there!more!copy!I!need? FOWA!Miami!!|!!02.23.2009!!|!30
  • 31. The!content!inventory FOWA!Miami!!|!!02.23.2009!!|!31
  • 32. The!gap!analysis • What’s!missing? • Where!can!I!get!it? • When!do!I!need!it? FOWA!Miami!!|!!02.23.2009!!|!32
  • 33. The!style!guide • Brand!values • Voice!and!tone!guidelines • Usage!guidelines!(like,!“the!Web” not!“the!web”) • Recurring!textual!elements • Legal!requirements FOWA!Miami!!|!!02.23.2009!!|!33
  • 34. The!style!guide:!Example All!copy!should!sound:! • Clear!and!easy!to!follow:!Keep!writing!brief,!clean,!and!toquot;thequot;point.! Use!crisp!language.!Introduce!your!point!early!without!complicated! language!or!lengthy!clauses.! • Engaging!and!casual: Write!the!way!our!customers!converse!with!family! and!friends.!Use!warm!language!and!a!strong,!descriptive!style.! • Upbeat!and!encouraging:!Speak!in!terms!of!users’ interests,!goals,!and! challenges.!Use!active,!forwardquot;looking!statements.!Present!solutions! and!ideas!in!a!positive,!informative!manner.! FOWA!Miami!!|!!02.23.2009!!|!34
  • 35. The!style!guide:!Example FOWA!Miami!!|!!02.23.2009!!|!35
  • 37. Getting!at!substance!(the!“what”) • What!do!you!NEED!to!say? ...!to!support!the!successful!attainment!of!user!goals • What!do!you!WANT!to!say? … to!meet!your!own!business!objectives FOWA!Miami!!|!!02.23.2009!!|!37
  • 45. Your!mission • Get!out!of!your!user’s!way. • Two!books!that!talk!about!this!brilliantly: – Designing!the!Obvious by!Robert!Hoekman,!Jr. – Don’t!Make!Me!Think by!Steve!Krug FOWA!Miami!!|!!02.23.2009!!|!45
  • 46. Being!smart!about!structure!(the!“where”) • Where!should!this!copy!appear!on!the!page? FOWA!Miami!!|!!02.23.2009!!|!46
  • 51. Being!smart!about!structure!(the!“when”) • When!should!this!copy!appear!in!the!application!design? – To!support!successful!task!completion – To!influence!behavior • How!will!this!copy!impact!the!user’s!attitude? – I!want!to!get!in,!get!this!done,!get!out – I!need!help!making!a!choice FOWA!Miami!!|!!02.23.2009!!|!51
  • 64. All!great!web!writing!is!… • Personable • Clear • Concise • Respectful • Customerquot;facing FOWA!Miami!!|!!02.23.2009!!|!64
  • 65. Often,!crappy!web!writing!is!… • Overwritten • Lazy!about!spelling!and!grammar • Lacking!focus • Hard!to!act!upon • All!about!you FOWA!Miami!!|!!02.23.2009!!|!65
  • 66. Rethink!your!approach. • NO – What!do!I!want!to!tell!you? – What!do!I!want!you!to!understand? – What!do!I!wish!you!would!do? – How!can!I!make!you!care? • YES – What!do!you!want!to!know? – What!do!you!need!to!do? – What!do!you!need!to!feel!comfortable!and!smart? – What!do!you!care!about!… really? FOWA!Miami!!|!!02.23.2009!!|!66
  • 70. Let’s!do!the!Top!10!List!thing. • Because!everyone!loves!a!good!top!10!list. FOWA!Miami!!|!!02.23.2009!!|!70
  • 71. 1.!!Less!is!more • Don’t!get!in!the!way!of!your!reader!gathering!information!or! completing!a!task. • Cut!all!unnecessary!words.!Then!cut!some!more. • GET!OUT!OF!YOUR!READER’S!WAY. FOWA!Miami!!|!!02.23.2009!!|!71
  • 74. 2.!Get!to!the!point! • Boredom!=!immediate!departure • Save!your!niceties!for!when!they!call. • Step!into!your!reader’s!shoes.!! – What!information!do!I!want? – What!do!I!want!to!do? FOWA!Miami!!|!!02.23.2009!!|!74
  • 77. 3.!Learn!to!love!the!inverted!pyramid.! • Not!… – Problem!statement! – Related!work! – Methodology! – Results! – Conclusions! • But!… – Conclusion – Supporting!information – Background,!technical!details FOWA!Miami!!|!!02.23.2009!!|!77
  • 78. 4.!Lead!with!active!words.! You!know!you’re!getting!a!great!deal!every!time!you!log!on!to! Target.com.!We!have!everyday!low!prices,!fabulous!moneyquot; saving!offers!and!all!your!favorite!products,!right!here!online, 24!hours!a!day. For!fabulous!savings!and!everyday!low!prices,!shop!online!24! hours!a!day!at!Target.com. Save!more!money.!!Shop!Target.com. FOWA!Miami!!|!!02.23.2009!!|!78
  • 79. 5.!Use!simple!sentences. • Complex: Best!Buy!Co,!Inc.!is!North!America’s!leading!specialty!retailer! of!consumer!electronics!and!appliances,!operating!nearly! 700!retail!stores!in!the!United!States!and!Canada!under!the! names!Best!Buy,!Future!Shop,!Geek!Squad!and!Magnolia! Audio!Video. • Simple: Best!Buy!Co.,!Inc.!is!North!America’s!leading!specialty!retailer! of!consumer!electronics!and!appliances.!!We!operate!nearly! 700!retail!stores!in!the!United!States!and!Canada.!!Our! subsidiaries!include!Best!Buy,!Future!Shop,!Geek!Squad!and! Magnolia!Audio!Video. FOWA!Miami!!|!!02.23.2009!!|!79
  • 80. 6.!Break!it!up. • Put!the!reader!in!control. • Paragraphs:!40quot;60!words. FOWA!Miami!!|!!02.23.2009!!|!80
  • 81. 7.!Design!for!scan!readers. • Bulleted!lists • Hierarchical!headings • Clean!up!your!columns • See!Luke!Wroblewski’s presentation,!Content!Page!Design! Best!Practices:!http://tr.im/gHgP FOWA!Miami!!|!!02.23.2009!!|!81
  • 84. 8.!!Write!killer!headings! • I’m!not!reading.!!I’m!scanning. • Just!tell!me!what!I’m!going!to!find!on!that!page!or!in!that! paragraph. • Use!keywords. • Don’t!be!clever. FOWA!Miami!!|!!02.23.2009!!|!84
  • 87. 9.!Set!expectations.! • Deliver!on!your!promises. • Tell!people!how!much,!how!long,!how!often. • Make!sure!links!match!section!(or!page)!titles.! FOWA!Miami!!|!!02.23.2009!!|!87
  • 90. 9½.!!“Click!here” is!out! Contact!usto!contact!us Click!here Learn!more Click!here to!find!out!more Order!nowto!order!now Click!here Sign!up!for!our!equot;newsletter Click!here to!sign!up!for!our!equot;newsletter FOWA!Miami!!|!!02.23.2009!!|!90
  • 91. 10.!!Lighten!up.! • Readers!want!to!enjoy!their!visit. • Be!intimate,!friendly,!respectful. • Use!contractions,!common!language. • Make!your!reader!feel!smart,!not!stupid. FOWA!Miami!!|!!02.23.2009!!|!91
  • 98. Hey,!thanks! email kristina@braintraffic.com blog http://braintraffic.typepad.com twitter @halvorson Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009