Writing for the Web

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Learn how to write web copy that actively engages your target market.

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Writing for the Web

  1. 1. Writing for the Web: Best Practices! Tirza Hollenhorst Barrett Michael tirzalyn@ifpeople.net bmichael@ifpeople.net 678 608 3408 281 844 1184 www.ifpeople.net www.ifpeople.net
  2. 2. Is the text easy to skim? quot;##$!%&'(!)#*+#*,#)!)-&(+!.*/!#*0.01*02! 3)!.!('4#5! 6#./41*#)!7!8!9&(/)!&(!4#))!! :#*+#*,#)!7!;<!+&!=>!9&(/)!! ?.(.0(.$-)!7!@>!+&!A>!9&(/)!
  3. 3. Engage the Audience •! B&*C+!&D#(9-#4E!(#./#()!91+-!4&+)!&F!+#G+!&*! %&'(!-&E#$.0#!! •! H#01*!91+-!)1E$4#!1*F&(E.+1&*! •! I*F&(E.+1&*!0#+)!E&(#!/#+.14#/!.)!(#./#()!/1D#! /##$#(!1*+&!)1+#!!!
  4. 4. Engage the Audience •! B&*C+!&D#(9-#4E!(#./#()!91+-!4&+)!&F!+#G+!&*! %&'(!-&E#$.0#!! •! H#01*!91+-!)1E$4#!1*F&(E.+1&*! •! I*F&(E.+1&*!0#+)!E&(#!/#+.14#/!.)!(#./#()!/1D#! /##$#(!1*+&!)1+#!!!
  5. 5. Engage the Audience 6&E#$.0#! J&(!?.(#*+)! •! (1#FK!,4#.(!E1))1&*!)+.+#E#*+!! H •! $#,1F1#/!,&*+#*+!! : •! 1E$4#!E#*'!-#./1*0)!! : •! #*)#(!1*F&(E.+1&*! B •! 4#.*K!')#(MF(1#*/4%!! L •! +144!)N1E.O4#!! :
  6. 6. Engage the Audience P&'(!!quot;##quot;$%&#'(')!)%'&1)!+-#!E&)+!1E$&(+.*+! ,&$%!&*!%&'(!)1+#2!Q.N#!)'(#5! •!:&E#&*#!9-&!N*&9)!*&+-1*0!.O&'+!%&'!1*)+.*+4%! ! '*/#()+.*/)!9-.+!%&'!/&K!9-&!%&'!)#(D#!.*/!9-.+! %&'(!0&.4)!.(#! •!I+!,&EE'*1,.+#)!%&'(!N#%!D.4'#)!! ! •!I+!(#D#.4)!9-.+C)!'*1R'#!.O&'+!%&'! ! •!I+!.*)9#()!9-&K!9-.+K!9-#(#K!.*/!-&9!! ! •!344!1*!;<!+&!=>!9&(/)!!!! !
  7. 7. Engage the Audience *quot;##quot;$%&+'(')!)%',&-)).#&/$01& B1$4&E.)!J1()+!1)!.*!1*/#$#*/#*+!0(&'$!+-.+!9&(N)!1*!,&*S'*,+1&*! 91+-!)+.+#!0&D#(*E#*+!&FF1,1.4)!+&!1E$(&D#!+-#!41D#)!&F!-10-!),-&&4! )+'/#*+)!1*!('(.4!.*/!'(O.*!.(#.)2!! •! T-#(#!/&!%&'!&$#(.+#U! •! 6&9!/&!%&'!1E$(&D#!+-#!41D#)!&F!-10-!),-&&4#()U! •! T-.+!/&!%&'!D.4'#U!
  8. 8. Engage the Audience *quot;##quot;$%&+'(')!)%',&-)2&3&4!50$6).&& B1$4&E.)!J1()+!1)!.*!1*/#$#*/#*+!./D&,.,%!&(0.*1V.+1&*! ,&EE1++#/!+&!-#4$1*0!W#&(01.!+##*)!0(./'.+#!F(&E!-10-!),-&&4!O%! )-.$1*0!)+.+#91/#!#/',.+1&*!$&41,1#)2!! •! L4#.(!9-&K!9-.+K!9-#*K!.*/!-&9! •! :+(&*0K!.,+1D#!4.*0'.0#!X1#!Y,&EE1++#/Z[! •! .4'#)!,4#.(4%!#G$(#))#/!!
  9. 9. Write for Search Engines •! ?#&$4#!F1*/!9#O)1+#)! O.)#/!&*!N#%!9&(/)!!! •! I*,4'/1*0!N#%!9&(/)! (#4.+#/!+&!%&'(! &(0.*1V.+1&*]!1))'#)! 1*,(#.)#)!%&'(!9#O)1+#C)! )#.(,-!#*01*#!(.*N1*0!!
  10. 10. Write for Search Engines H#F&(#!9(1+1*0!9#O!,&$%K!O(.1*)+&(E!N#%!9&(/)! ^#4.+#/!+&!%&'(!&(0.*1V.+1&*!&(!,.')#2! #/',.+1&*!./D&,.,%! '*1D#().4!-#.4+-,.(#! -#.4+-!./D&,.,%!! 4&,.4!D&4'*+##(!&$$&(+'*1+1#)!! #E$4&%E#*+!-#4$! -#.4+-,.(#!F&(!.44! E1//4#!),-&&4!)',,#))! 41D#!'*1+#/! 0(./'.+#!-10-!),-&&4! '*1*)'(#/!$(&0(.E)!! #/',.+1&*!)'$$&(+! 4&9M1*,&E#!F.E14%!-#4$! I*,4'/#!N#%!9&(/)!1*!,&$%!9-#*!$&))1O4#2!
  11. 11. Write for Search Engines I/#*+1F%!E&(#!N#%9&(/)!91+-!&*41*#!)#(D1,#)!! W&&04#!quot;#%9&(/!_&&4! T&(/_(.,N#(! ./9&(/)20&&04#2,&E])#4#,+] 9&(/+(.,N#(2,&E! quot;#%9&(/_&&4`G+#(*.4!
  12. 12. Write for Search Engines •! :#.(,-!#*01*#)!.4)&!(.*N!! O.)#/!&*!%&'(!,&**#,+1&*!! +&!&+-#(!9#O!$.0#)! •! 6%$#(41*N!+&!&+-#(!)1+#)!!
  13. 13. Tirza Hollenhorst Barrett Michael tirzalyn@ifpeople.net bmichael@ifpeople.net 678 608 3408 281 844 1184 www.ifpeople.net www.ifpeople.net

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