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Writing for the Web (content)

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Writing for the Web (content)

  1. 1. Writing for the Web. Ramsey Mohsen
  2. 2. 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
  3. 3. Print vs. Web? • Why is it different? • Web isn’t where you announce; it’s where you do. • Website / Internet Structure 101
  4. 4. Goals • Web Content Writing Considerations • Headings and Headlines • Various Content Tips • Technical / Search Engine Considerations • Questions
  5. 5. 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 • Call(s)-to-Action
  6. 6. Web Content Writing (cont.) • “Shelf life” of content published online • Arrival vs. Depature, “interlinked” content • F-pattern scanning and the “two words” rule
  7. 7. Headings and Headlines • Usability is greatest when users need fewer mental transformations to convert a sentence into actionable understanding • 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
  8. 8. 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.
  9. 9. Technical Considerations • Page Titles and Descriptions • Page Description • Keywords • Headings • PPC vs. Organic
  10. 10. Thank You. Questions?
  11. 11. Contact Information • Ramsey Mohsen – Consultant / Project Lead (mohsenr@digitalev.com) – work: www.digitalev.com – micro-blog: www.ramseymohsen.com – video blogs: www.youtube.com/ramseymohsen – web: www.ramseym.com – email: ramsey@ramseym.com – aim: ramsey mohsen de

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