Digital Evolution Group
• Full-service e-consultancy
• Founded in 1999 by three KU School of Business graduates
• Clients include New Balance, American Century Investments, Lockton
Companies, Gordmans, Hallmark Corporation and the Kansas City Zoo
Print vs. Web?
• Why is it different?
• Web isn’t where you announce; it’s where you do.
• Website / Internet Structure 101
• Web Content Writing Considerations
• Headings and Headlines
• Various Content Tips
• Technical / Search Engine Considerations
Web Content Writing
• “Inverted Pyramid”, conclusion first – then support it.
• Start with a short summary.
• Body copy should be succinct paragraphs.
• Minimal scroll below the “fold”
• Begin sentences with action-oriented verbs
Web Content Writing (cont.)
• “Shelf life” of content published online
• Arrival vs. Depature, “interlinked” content
• F-pattern scanning and the “two words” rule
Headings and Headlines
• Usability is greatest when users need fewer mental
transformations to convert a sentence into actionable
• Active Voice is best for most web content
• Content should be concise, easy to scan, and objective.
Use one idea per paragraph.
• “Scannable Test” (headings, bullets, images)
• Front load everything
Additional Content Tips
• Numerals beat words when referring to specifics (e.g.
“13” vs. “Thirteen”).
• Better to write a positive statement (“do X”) than a
negative statement (“avoid Y”).
• Single page only optimized for 3-4 keywords.
• Do not link the phrase “click here”.
• Underline linked phrases and keywords.
• Page Titles and Descriptions
• Page Description
• PPC vs. Organic