The document discusses strategies for writing effective content for websites, emphasizing that web pages must attract visitors through a clear value proposition and fulfill promises quickly. It recommends using a direct marketing writing style with short sentences, bullet points, and calls to action to ensure content is easily understood. The document also provides tips for search engine optimization including using keywords in titles, tags and content.

1. Writing for the Web
STRATEGIES FOR CREATING HIGH-IMPACT CONTENT
Lisa Low
Senior Editor, Web Communications
Fall 2008

2. Writing for the Web
Writing for the Web:
Why is it important?

3. Writing for the Web
Web pages must seduce visitors
while balancing many issues:
woot!
 Branding
 Navigation
 Content
 Time
amazon
YouTube

4. Writing for the Web: Content
Content:
 A persuasive promise
 A unique offering
 Descriptive wording and images that are quickly understood
 How?
• Develop a list of value propositions, brainstorm with faculty, staff, students and
others!
• Select the strongest candidates
• Apply the KISS rule

5. 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)

6. Writing for the Web
Krug’s First Law of Usability

7. Writing for the Web: Krug’s First Law of Usability
DON’T MAKE ME THINK!
 Web pages should be
• Self-evident
• Obvious
• Self-explanatory
 Example: Your next door neighbor, who has no interest in the
subject of your site and who barely knows how to use the
Back button, should look at your site’s home page and say
“Oh, it’s a ___.”

8. Writing for the Web: Writing Style
Brief,
Clear,
Compelling …
…direct marketing style

9. 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!

10. 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!

11. Writing for the Web: Writing Style
Remember! Web copy rules of thumb:
 Web readers scan first, read  Just because you CAN, doesn’t
afterwards. mean you SHOULD
 Web readers are very impatient.  Get rid of half the words on each
 You must capture attention page, then get rid of half of
immediately. what’s left
 Build easy to scan copy blocks
with plenty of subheads, images,
and other graphic elements that
convey and support your
“promise”

12. Writing for the Web: Optimization
Search Engine Optimization Strategies
 Identify Key Words: Use them!
 Title and Meta Tags
 Relevant Page Content
 Simple Coding
 Anchor Text
 Linking from Other Quality Sites
 Avoid abbreviations of Key Words