Web writing is...
Good writing adapted to the limits of the web as a
medium and the needs of users.
Reflected and Projected Light
Reading on paper, we see light reflected off paper
Computers do not reflect light, they project it.
Thus light is shooting into our eyes, rather than gently reflecting.
As a result, we are not reading in the way we learned...
... we get tired faster.
People read about 25% slower on screen.
Attention span. It is said that users have time to read at most 28% of the
words during an average visit; 20% ismore likely.
Scanning. Higher-literacy users are much more likely to scan text on
websites than read it in detail.
Findability. Numerous alternative sources of information
Trust in the the website and information source.
Brevity and swift delivery of information
Retrieval of key facts and information very quickly.
Understanding the context of the page and website.
Looking for calls to action or next steps.
Email, print or respond to information immediately.
How a visitor decides...
1. Scan the headlines to see what the content is about.
2. Look at the pictures to see what the content is about.
3. If the pictures are compelling, read the captions.
4. If the headlines, pictures, and captions are compelling, read the rest
of the copy—if they have time.
Trust and credibility...
Domain name, branding and design.
Links - verification through inbound and outbound links.
Sources - evidence of findings.
Volume - the more you write...
Voice - what are you writing about, and who is it for?
Duration - match length to intended audience and subject.
Credits - about the author and their experience.
Your character and nuances of you personality show up in...
• the words you choose
• the grammatical choices you make
• the phrasing you choose
Ensure your style matches your subject matter. The best writers manage
to express their voice or personality across whatever writing style they
Relevance, Titles and Headings
Icons, drop-caps and images
Linkage and Sources
• Does the copy get to the point quickly?
• Is the copy shy about the subject?
• Is it easy to respond to?
• Does the copy overcome every objection to replying, leaving the reader with no
choice but to act?
• Does the copy use simple words?
• Does the copy use active language (does it address the site visitor as ‘you’)?
• Is the copy broken down into simple sections and bullet points?
• Website content is internally rather than publicly focused?
• Much of it is copy/pasted from paper and press releases?
• Too many buzzwords, too much jargon and multi-syllable phrasing?
• Too little exploitation of the publishing tools available?
• Not enough organisational pride in publishing the website?
• No shared voice, tone or approach?
• Not enough proofreading or drafting?
BITC, CR, CSR, 8000,
Marketplace NGO, SRI, SORI, EHS,
Development Goals EMAS, DJSI, APPG,
Recycle Triple bottom line
Reputation Venture Philanthropy
Shareholder Equator principles
Social Accountability Etc...
Digital Divide (digital
The Business Action on
Economic Renewal Leadership
Team guides Business in the
Community's work on regeneration
and economic renewal.
What should boards do to ensure companies
behave responsibly, and why? Both corporate
responsibility and corporate governance have
climbed the corporate agenda in recent years. But
there has been little consideration of how these two
areas interrelate or about the specific board
contribution to corporate responsibility. Both
the Combined Code on Corporate Governance
and the new Company Law Reform Bill give
directors duties related to corporate
responsibility. This report outlines the challenge
boards face in fulfilling them, and the actions they
can take in order to do so.
• Quality control
• Team conventions
• Beneﬁts of convention
• A reusable package
A base layer of rules and conventions that
act as starting points for HTML, CSS,
• Basic HTML files & naming conventions
• PHP for basic templates prior to CMS integration.
• CSS: Stylesheets, IE-specific, reset, scratch files etc.
• Other Assets such as folders for images, Flash etc.
A bumper compendium of cascading CSS
files, naming conventions, modules,
plugins and scripts that ensure any
project will stay on convention, and be
simple for anyone to step into and work
with at any time.
• Allows better collaboration within the team; the designer can jump
into the developer’s code and vice-versa.
• Anyone who hasn’t even worked on a certain project can jump in
and quickly solve problems because everything is on convention.
• Keeps output fresh and ensures use of best practices.
• Establishes a thoroughly connected layer of base files allowing for
• Makes life easier for developers and designers... and anyone really
• Helps maintain quality control