2. Objectives
• To learn how good websites work
• To understand the importance of web
content
• To be aware of the differences in print
reading and internet reading
• To know how to prepare for writing
content for the web
• To know how to write for the web.
3. What search engines look at
• Number of Inbound links
• Time people stay
• Number of pages visited
4. Three Common Problems with Websites
• Irrelevant and non current information
included
• Difficult to carry out transaction/interact
• Difficult for customers to find everything
relevant to their search
5. Why writing for the web is different?
• Harder to read on screen than
paper
• Takes more time
• People don’t read, they scan
• Only read about 20-30% of
page
• Back button third most
common button
• You can be much more
interactive
• You must write for the reader
and the search engines.
6. Before you start writing
• What are the keywords or phrases?
• Wordtracker/ Google adwords
• 200 word page minimum
• 1000 word maximum
• Exception to limit if full detail required by
reader e.g critical piece of legisation
7. Creating a webpage title
• Include Keywords and preferably at beginning
• Up to 9 words or 60 characters in title
• If using name of org put it at end but preferably leave
out
• Make sure <title> tag is the first element in the
<head> section of your website- make it easier for
Google.
“Improper or non existent use of titles in web pages will keep
more websites out of top rankings on Google than any other
factor except perhaps for a lack of relevant content on a page or
lack of quality links from other websites that point to your site”
www.google-secrets.com
8. Organising your page
• First 25 words crucial
• Use descriptive hyperlinks (Not click
here)-Give SE’s information
• Use <H1>, <H2> <H3> heading tags
but don’t overdo
10. Subheadings
• Point the way forward
• Use liberally
• Should appear before scrolling more
than a screen and a half
11. Where people’s eyes focus on a
webpage
Implication:
Most important
keywords in red
area.
12. Where to use keywords (roughly in
order of importance)
1. Title
2. Headings <H1>, <H2>, <H3>
3. First paragraph of page
4. In links
5. On last paragraph
6. Drop-down boxes
7. In URLs e.g www.keyword.com
8. Folder and file names e.g keywords.gif
9. Image Alt text <Img Src=“ ”
ALT=“keywords.gif
13. Passive and Active Voice
• Writing for the web, be positive and
active
• Don’t say “Being negative should be
avoided”
• Say “Be positive”
14. Active where possible
• “Application forms must be submitted”
Question may arise “By whom?”
• Better to say
“Employers must submit application
forms”
• Make it easy for your reader on the web or
they will punish you by clicking
elsewhere!
15. But Passive Voice has its use in web
writing
• Can use it to frontload keywords in
headings and subheadings
E.g Alcohol Awareness programme will
be made available locally
16. What readers look for
• Headings and subheadings
• Scan for hyperlinks
• Numerals
• Keywords
17. How do they feel?
Impatient!
Tip 1
Be brief! More than 200 but less than 1000
words (approx 600 optimum)
18. Tip 2 Think of your reader
• How old?
• How educated are they?
• What do they need?
..and forget your ego
No nice phrases, limit adjectives and
adverbs, no anecdotes
19. Remember…
…readers need to find out as quickly as
possible that they are in the right place.
• Put key information above the fold- first
screen before scrolling required
• Succeed or fail by your headings
• Heading are where you put your
keywords
20. Questions to ask yourself
• Is this clear?
• Is there a simpler way to say this?
• Is there a shorter way to say this?
• Is this necessary?
21. Readability
• Avoid using long words when shorter
substitutes are available (use ‘try’ instead of
‘attempt’, ‘event’ instead of ‘occurrence’).
• Where possible, use compact substitutes for
long phrases (use ‘since’ instead of ‘in view of
the fact that’, ‘consider’ instead of ‘take into
consideration’).
• Avoid combinations of words with the same
meaning (use ‘ principles’ instead of ‘basic
principles’, ‘history’ instead of ‘past history’).
• Test readability at
http://juicystudio.com/services/readability.php
22. Could this be written better for the
web?
The Responsible Serving of Alcohol programme
• The Responsible Serving of Alcohol programme is a training
programme for publicans and bar staff to help them deal with problems
such as drunkenness, underage drinking and drinking and driving. The
programme was originally operated by the Health Promotion Unit of the
Department of Health and Children, in conjunction with the Vintners
Federation of Ireland. However, Fáilte Ireland, the government body for
training and development in the hospitality and tourism industry, has
now taken over its operation. The Responsible Serving of Alcohol
Programme encourages publicans and people serving alcohol to the
public to be pro-active in dealing with irresponsible alcohol
consumption. This includes not serving customers who are already
drunk, asking young customers to show Age Cards as proof of age and
organising alternative means of transport for drivers who may be over
the legal limit. The training itself consists of a three-hour workshop,
which costs 25 euro. Each participant is awarded a certificate of
completion. Anyone interested in applying to this programme should
contact Fáilte Ireland directly
24. Finally some links
Introduction to Writing Copy for the Web
http://webdesignfromscratch.com/writing-for-the-
web.php
Writing Content for the Web
www.dcu.ie/iss/writing_web_content.shtml
How to write for the Web
Jakob Nielson
www.useit.com/papers/webwriting/writing.html
