The document provides guidance on writing effective content for the web by recommending using concise text with the fewest words necessary, plain language for clarity and accessibility, and a scannable layout with headers, bullets, and the main idea in the first paragraph to help users efficiently consume information. The agenda outlines techniques for planning content like understanding audiences, crafting messages, and distinguishing content from copy, as well as writing content through deleting unnecessary words, using plain language, and making content scannable with proper formatting and links.

1. Writing for the Web Made Easy
American Council on Education
ironworks.com

2. Actually, it isn’t really that easy….
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3. As web content writers,
You have the greatest impact on the user
experience of the ACE site
(no pressure!)
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4. "Content is the heart of a brilliant user experience. From the body content to the alt text
to the footer, the words that shape the page lie at the very center of an engaging visit. If
the words aren’t beautiful and meaningful, the sleekest design in the world won’t
compensate for it. The body can never replace a missing heart."
- Amber Simmons, http://www.alistapart.com/articles/revivinganorexicwebwriting
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5. Beautiful
simple
concise
thoughtful
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6. Meaningful
useful
relevant
informative
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7. Agenda
Part 1 Part 2
Planning Content Writing Content
Audience DELETE! DELETE! DELETE!
Use Plain Language
Crafting a Message
Make your content SCANNABLE
The Difference Between Content and Copy
Links
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8. Part 1
Planning Content
Audience
Crafting a Message
The Difference Between Content and Copy
8

9. Part 1: Planning Content
Audience
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10. Persona: Face to Facer
“My work is often focused on the big issue of the
Jennifer has been president of a large state university for
day. I need to be able to easily find information on
the past 3 years. Before that, she was a chief academic
an issue, quickly get a high level overview of it and officer at 2 other state schools and one private college.
be able to dive into deeper details when needed.”
Key Characteristics Goals Tasks Frustrations and Pain Points
• Has been in academia her entire • Keep up to date with the latest • Read the daily higher education • Too much information to wade
career information in higher education news through everyday
• Prefers interacting face to face • Improve the quality of their • Research a specific issue the • Can only address limited amount
rather than online institution institution is currently dealing with of email
• Relies heavily on email to get • Keep institution in compliance • Participate in annual meeting • Difficult to prioritize content
information and communicate with state and federal regulations panel through all the clutter
• Doesn't actively participate in • Find and maintain high quality • Collaborate with others on ACE • Newsletters come out in the
online social networks leadership staff initiatives middle of the day when I have
• Has a busy schedule • Maintain fiscal health of the less time to consume information
• Travels a lot institution Questions
• Influence policy makers to make • What are the current policy issues
• Uses an iPad especially when
better decisions for higher that I should be concerned with?
traveling
education • What is ACEs position on issues?
• Is an ACE member
• Network with other higher
education leaders
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11. Persona: Technophile
“I’m not afraid of new technology. If I Stephen has worked at a private liberal arts college for 20
discover something that might be years, and has been the Chief Academic Officer the last 5
years. He started his career at this institution and worked his
useful, I will try it out.” way up from professor, to dean to his current position as
CAO.
Key Characteristics Tasks Frustrations and Pain Points
• Is very engaged online – • Find information on academic • Too much information
blogging, Twitter, Facebook, etc. leadership programs • Difficult to stay on top of topics
• Active in ACE programs • Find event information before, that matter to me
• Member of several other higher during and after the event • Not enough time to read long
education organizations • Research information on a articles or papers
• Uses a smartphone specific topic
Goals
• Keep up to date with the latest Questions
information in higher education • Am I an ACE member?
• Develop higher education career • What new laws and regulations
should I be concerned about?
• Improve the quality of their
institution • How can I make my institution
compliant with existing
• Keep institution in compliance legislation?
with state and federal regulations
• What programs does ACE offer to
• Engage in dialog with other higher better my institution and my
education leaders career?
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12. Persona: Newbie
“I’m still trying to figure out the Olivia is the Vice President for University Relations at a
small community college. She previously worked in both the
landscape of higher education
private and public sector at a Fortune 500 company and at
associations.” several government agencies and NGOs.
Key Characteristics Goals Questions Tasks
• In her first higher education • Understand the landscape of • What is ACE? • Create a communication plan
position higher education associations • Why should I attend this ACE around a specific issue facing
• Comes from a career in both the • Communicate to the public the event? the institution
public and private sector institutions point of view on an
issue/topic Frustrations and Pain Points
• Unsure of what each higher
education association is for • Links that don’t take her to
where she expects
• Has never been to the ACE site
• Uses social networks such as
Twitter and Facebook as tools
for marketing and
communication
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13. Audience
Busy
On the go
Uses a mobile device
Keeps up-to-date with latest in higher education
Keep institution in compliance with state and federal regulations
Improve the quality of their institution
Develop their career
In Academia Entire Career First Position in Academia
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14. Audience
How we should write it Busy
On the go
Uses a mobile device
Keeps up-to-date with latest in higher education
Keep institution in compliance with state and federal regulations
Improve the quality of their institution
What we should write Develop their career
In Academia Entire Career First Position in Academia
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15. Part 1: Planning Content
Crafting a Message
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16. Crafting a Message
Gather a collection of messages you want the
user to learn or the user wants to see
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17. Crafting a Message
Messages should be tied to your business goals
(you do have these business goals written down, right?)
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18. Crafting a Message
Messages are not content
Messages are the information that you want to convey
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19. Crafting a Message
Anatomy of a message
Primary Message: The single most important thing you want the user to learn. It
should support a business objective
Secondary Message: A group of key messages that extrapolate the primary
message.
Details: All the facts, data, anecdotes, philosophies that prove your messages.
Call(s) to Action: What you want the user to do after they get your message
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20. Crafting a Message
Anatomy of a message
Primary Message: TransportZ is a product that allows you to transport yourself
anywhere in the world instantly
Secondary Message: Low cost, easy to use, portable
Details: Uses less energy than all of the other transport products. The user
interface allows you to easily select your destination and avoid transporting to non-
habitable locations. Home button instantly gets you back home. Each transport is
less than $10.
Call(s) to Action: Buy TransportZ today
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21. Exercise
Construct a message for the program you are associated with
The purpose of the message is to describe your program to someone
who has never heard of it.
Use this format:
Primary Message: The single most important thing you want the user to learn.
It should support a business objective
Secondary Message: A group of key messages that extrapolate the primary
message.
Details: All the facts, data, anecdotes, philosophies that prove your messages.
Call(s) to Action: What you want the user to do after they get your message
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22. Crafting a Message
Content can contain multiple messages
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23. Crafting a Message
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24. Crafting a Message
24

25. Part 1: Planning Content
The Difference Between Content and Copy
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26. The difference between Content and Copy
Copy is heartless filler that takes up space and
takes on the appearance of information
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27. The difference between Content and Copy
―The Mission of ***** ****** ****** is to enrich lives by
revealing the wonder, relevance, excitement, and value
of creativity, laughter, and learning. This is
accomplished by facilitating inspiring, innovative, and
energetic education and business consultation services
whenever and wherever they are needed with a sense
of pride, respect, and integrity.‖
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28. The difference between Content and Copy
―Providing solutions in real time to meet our customers’ needs.‖
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29. The difference between Content and Copy
Content establishes an emotional connection
between people
Thoughtful, personable and faithfully written
Meaningful
Reflects your brand
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30. The difference between Content and Copy
“********** vision is to be the world's best quick service
restaurant experience. Being the best means providing
outstanding quality, service, cleanliness, and value, so
that we make every customer in every restaurant smile.”
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31. The difference between Content and Copy
―******* mission is to organize the world’s information
and make it universally accessible and useful.‖
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32. The difference between Content and Copy
"A snappy design might catch their attention, but
it's the words that make the real connection.‖
- Jason Fried, 37 Signals, http://www.inc.com/magazine/20100501/why-is-business-writing-so-awful.html
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33. Part 2
Writing Content
DELETE! DELETE! DELETE!
Use Plain Language
Make your content SCANNABLE
The Secret of Links
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34. Agenda
Part 2: Writing Content
DELETE! DELETE! DELETE!
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35. DELETE! DELETE! DELETE!
"Everything should be made as simple as
possible, but not simpler."
- Albert Einstein
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36. DELETE! DELETE! DELETE!
―It can scarcely be denied that the supreme goal
of all theory is to make the irreducible basic
elements as simple and as few as possible
without having to surrender the adequate
representation of a single datum of experience.‖
- Albert Einstein
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37. DELETE! DELETE! DELETE!
―On the average Web page, users have time to read at
most 28% of the words during an average visit.‖
- Jakob Nielsen, http://www.useit.com/alertbox/percent-text-read.html
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38. DELETE! DELETE! DELETE!
Number of words MATTERS
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39. DELETE! DELETE! DELETE!
Number of words MATTERS
Number of words matters even more on mobile
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40. DELETE! DELETE! DELETE!
Number of words MATTERS
Number of words matters even more on mobile
People are going to consume your content on mobile
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41. DELETE! DELETE! DELETE!
You need to use fewer words
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42. DELETE! DELETE! DELETE!
Use the fewest number of words that still gets the point across
42

43. Agenda
Part 2: Writing Content
Use Plain Language
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44. Use Plain Language
Plain language is communication your audience can understand the
first time they read or hear it.
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45. Use Plain Language
Plain Language Characteristics:
Logical organization with the reader in mind
Active voice
Short sentences
Common, everyday words
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46. Use Plain Language
http://www.plainlanguage.gov/
http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/FederalPLGuidelines.
pdf
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47. Use Plain Language
Before
In our endeavor to ensure guest safety at all times, can visitors please note that fire bell
testing is carried out every Monday at 9.30am.
After
We test the fire bell every Monday at 9.30am.
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48. Use Plain Language
Before
When the process of freeing a vehicle that has been stuck results in ruts or holes, the
operator will fill the rut or hole created by such activity before removing the vehicle from the
immediate area.
After
If you make a hole while freeing a stuck vehicle, you must fill the hole before you drive
away.
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49. Use Plain Language
Before
If you fail to comply with your duty of disclosure and we would not have entered into the contract on
any terms if the failure had not occurred, we may void the contract within three years of entering into
it. If your non- disclosure is fraudulent, we may void the contract at any time. Where we are entitled
to void a contract of life insurance we may, within three years of entering into it, elect not to void it but
to reduce the sum that you have been insured for in accordance with a formula that takes into
account the premium that would have been payable if you had disclosed all relevant matters to us.
After
If you fail to disclose any relevant matter and we would not offer you insurance if this matter were
known, we may within three years:
(1) void the contract or
(2) reduce the sum for which you have been insured.
If your nondisclosure is fraudulent, we may void the contract at any time.
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50. Use Plain Language
Before
I give my Agent the power to exercise or perform any act, power, duty, right, or obligation
whatsoever that I have or may hereafter acquire, relating to any person, matter,
transaction, or property, real or personal, tangible or intangible, now owned or hereafter
acquired by me, including, without limitation, the following specifically enumerated powers. I
grant to my Agent full power and authority to do everything necessary in exercising any of
the powers herein granted as fully as I might or could do if personally present, with full
power of substitution or revocation, hereby ratifying and confirming all that my Agent shall
lawfully do or cause to be done by virtue of this Power of Attorney and the powers herein
granted.
After
I give my agent the power to do anything that I have a right or duty to do, now or in the
future.
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51. Agenda
Part 2: Writing Content
Make your content SCANABLE
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52. Make your content SCANNABLE
Users don’t read
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53. Make your content SCANNABLE
Users don’t read
Users SCAN and then READ
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54. Make your content SCANNABLE
Headlines
- Use headlines and sub-headlines to break up longer text
- Headlines and sub-headlines should be short
- Meaningful trigger words should appear in the first 2-3 words
- Should be understandable out of context
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55. Make your content SCANNABLE
Headline Examples:
Noun Verb
Italy buries first quake victims
Romania blamed over Moldova riots
Ten arrested in UK anti-terrorism raids
Villagers hurt in West Bank clash
Mass Thai protest over leadership
Iran accuses journalist of spying
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56. Make your content SCANNABLE
Paragraphs
- First sentence should contain the main idea/message of the paragraph
- Subsequent sentences should contain content supporting the the main
idea/message in the first sentence
- Inverted Pyramid
- Use bullet points when writing lists
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57. 3 Keys to Great Web Writing
Concise text
- Reduce the number of words. Fewest words that still gets the point across
Plain language
- Natural rather than subjective language. Pain language, not formal.
Scannable layout
- Headers, bullets, main idea in first paragraph, reverse pyramid
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58. Agenda
Part 2: Writing Content
Links
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59. The Secret to Links
Three types of links
Descriptive
Action
Contextual
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60. The Secret to Links
Descriptive
Describes the content you will see if you click on it
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61. The Secret to Links
Action
Describes what will happen when you click on it
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62. The Secret to Links
Contextual
Provides access to additional information about text inside of a paragraph
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63. Exercise
3 Keys to Great Web Writing
Concise text
- Reduce the number of words. Fewest words that still gets the point across
Plain language
- Natural rather than subjective language. Pain language, not formal.
Scannable layout
- Headers, bullets, main idea in first paragraph, reverse pyramid
63

64. Exercise
Rewrite the provided text, using the techniques we have mentioned.
How to Become a Member or Associate
As a member or associate of ACE, you will become a partner in providing leadership and a unifying voice for higher
education.
First, download and complete the appropriate application form—Institutional (PDF) or Non-Institutional (PDF). If
you're not sure which application to complete, you can familiarize yourself with our opportunities and criteria for
involvement online or contact a member of our membership department for more information.
If you are a member of the business community, visit our web pages for The Alliance Program to learn more and
download an application.
Then, complete the application and return it us at the address or fax number listed at the bottom of the form.
Your institution or organization will be activated in the ACE database and in our Members and Associates Directory.
Prepayment of dues is not necessary; an invoice will be mailed to you following the activation of your membership or
affiliation.
For additional information check our membership FAQ page or contact a member of our membership department.
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65. Exercise
Possible Solution:
How to Become a Member or Associate
1. Download and complete the appropriate application form
Member (PDF) or Associate (PDF).
Which application should I choose?
2. Complete the application and return it us at the address or fax number listed at the bottom of the form.
3. Your institution or organization will be activated in the ACE database and in our Members and Associates
Directory.
4. An invoice will be mailed to you following the activation of your membership or affiliation.
For additional information check our membership FAQ page or contact a member of our membership department.
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66. Introduction
You have the greatest impact on the user
experience of the ACE site
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67. Links
http://www.plainlanguage.gov/index.cfm
http://www.useit.com/papers/webwriting/
http://www.plainlanguagenetwork.org/
http://www.amazon.com/Content-Strategy-Web-Kristina-Halvorson/dp/0321620062
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68. ironworks.com