IWMW 2006: Writing for the Web
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Slides used in workshop session A6 on "Writing for the Web" at the IWMW 2006 event held at the University of Bath on 14 - 16 June 2006. See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2006/sessions/matschak/
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IWMW 2006: Writing for the Web
- 1. Writing for the web Tim Matschak Cass Business School City University, London
- 2. Date Arial Bold Structure Introduction Why should we write for the web? How should we write for the web? Practise How can we improve writing on our site Conclusion
- 3. Date Arial Bold Why write for the web? Styles Media Audiences
- 4. Date Arial Bold Reading on the web What is the participants own experience? 4 out of 5 scan and do not read Reading is 25% slower than on paper F-pattern (http://www.useit.com/alertbox/reading_pattern.html) 7 second impression
- 5. Date Arial Bold Web copy Scannable Concise Credible
- 6. Date Arial Bold Promotional writing Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). From useit.com
- 7. Date Arial Bold Concise text In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park. From useit.com
- 8. Date Arial Bold Scannable layout Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were: • Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446). From useit.com
- 9. Date Arial Bold Objective language Nebraska has several attractions. In 1996, some of the most- visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). From useit.com
- 10. Date Arial Bold Combined version In 1996, six of the most-visited places in Nebraska were: • Fort Robinson State Park • Scotts Bluff National Monument • Arbor Lodge State Historical Park & Museum • Carhenge • Stuhr Museum of the Prairie Pioneer • Buffalo Bill Ranch State Historical Park From useit.com
- 11. Date Arial Bold Example (Bird flu) http://www.guardian.co.uk/commentisfree/story/0,,1748867,00.html http://crofsblogs.typepad.com/h5n1/2006/04/the_guardian_re.html#more http://news.independent.co.uk/environment/article356268.ece
- 12. Date Arial Bold Resources Useit.com http://www.useit.com/papers/webwriting/ Web Developers Virtual Library http://wdvl.internet.com/Internet/Writing/ RNIB http://www.rnib.org.uk/xpedio/groups/public/documents/PublicWebsite/pub Books Writing for the Web Crawford Kilian (1999) Web Word Wizardry: A Net-savvy Writing Guide Rachel McAlpine (2000) Hot Text: Web Writing That Works Jonathan Price, Lisa Price (2002)