“Let’s put it on our website.” The refrain is increasingly common, but, as always, there’s a right way and a wrong way.
An amateur will do what’s easiest: copy and paste. But a pro knows that to copy and paste is to deprive readers of the Web’s richness. Shifting copy from dead trees to Web browsers is both art and science.
The art: to write for the web, you need to be not only a writer, but also a marketer, a designer, and a publicist. The science: to write for the web, you need to understand how people read on the web.
To this end, we’ll review the differences between reading something designed for a monitor and something designed for print. We’ll walk through the best practices of web writing, and review a variety of good and bad examples. We’ll also intersperse exercises throughout, so you learn by doing.
By the end of this workshop, you will:
* Be able to develop powerful headlines
* Know how to leverage lists, bullets, tables, headings, and other visual cues
* Understand the importance of images
* Write in a web-friendly tone