Writing for the Web V. 2

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Writing for the Web. Seven C's.

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Writing for the Web V. 2

  1. 1. Writing for the Web: Content Content:  A persuasive promise  A unique offering  Descriptive wording and images that are quickly understood  How? • Who are you? (this is not a mission statement) • Why do business with you? • Brainstorm with internal and external teams.
  2. 2. Writing for the Web: Content Why?  A visitor’s positive impression starts with a clear value proposition, “your promise(s)”  You build trust by fulfilling your promise(s)
  3. 3. Writing for the Web: Writing Style Brief, Clear, Compelling … …direct marketing style
  4. 4. Writing for the Web: Writing Style  Shorter sentences in fewer paragraphs  Heads, Sub-heads, call-outs, sub-sub-heads  Bullet points  Plain English • ”walk” not “ambulate” • No shop talk  Emotional language  Calls to action!
  5. 5. Writing for the Web: Direct Marketing Style  Make it personal “You” and “I” are ok in the right context  The first sentence in a paragraph • Can stand alone • Should capture attention • Can be only one sentence!  Sub-heads should be • Action words, compelling, motivating  Sentence fragments are OK • Really! • For variety! • For emphasis!
  6. 6. Writing for the Web: Writing Style Remember! Web copy rules of thumb:  Web readers scan first, read  Just because you CAN, doesn’t afterwards.  Web readers are very impatient.  You must capture attention immediately. mean you SHOULD  Get rid of half the words on each page, then get rid of half of what’s left  Build easy to scan copy blocks with plenty of subheads, images, and other graphic elements that convey and support your “promise”
  7. 7. Writing for the Web: Writing Style Lisa’s Seven C’s  Clear  Concise  Complete  Compelling  Clean Code  Compatible  Call to Action

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