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Writing For The Web


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Writing For The Web

  1. 1. Website Fundamentals<br />Writing for the Web<br />
  2. 2. Writing for the Web<br />Keep it short and simple<br />
  3. 3. Keep it short and simple<br />One of the main reasons people use the web is to save time.<br />It’s quicker and easier to look up film times for your local multiplex on their website than to walk there and check the poster.<br />So, the last thing you want to do is force your visitors to wade through long wordy pages as this will slow them down.<br />Chances are, they’ll give up and go to another site if you do.<br />
  4. 4. Keep it short and simple<br />Keep your writing as short and to the point as possible.<br />Think about things from your visitors’ point of view.<br />Why have they come to this page and what do they want to know?<br />Let them have the information in the quickest way possible.<br />
  5. 5. Writing for the Web<br />Grab people with headlines<br />
  6. 6. Grab People with Headlines<br />When you read a newspaper, you skim through it look at headlines and photos to help you decide which stories you want to read in more depth and which to avoid. It’s the same online.<br />
  7. 7. Grab People with Headlines<br />People scan websites, using headlines to help them decide whether it’s worth reading the whole page or not.<br />If you want to give your copy a chance to be read, you need to make sure you use punchy, descriptive headlines.<br />
  8. 8. Grab People with Headlines<br />Your headlines should sum up the contents of the page, while making people want to read more.<br />Try to keep them as short and punch as possible by cutting out any unnecessary words.<br />
  9. 9. Writing for the Web<br />Why search engines matter<br />
  10. 10. Why search engines matter<br />Unless you’re a household name, like eBay or Amazon, most people will find your site through a search engine, so it’s important to get a good search engine ranking.<br />How well your site performs in search engines depends on several factors, including the way the site’s HTML is coded and the number of other websites linking to it.<br />However, one of the key things they look at is the text used on the site.<br />
  11. 11. Why search engines matter<br />How does your writing affect search ranking?<br />
  12. 12. Why search engines matter<br />When you type a word or phrase into a search engine it tries to show you a list of relevant web pages.<br />The important word is relevant.<br />If you search for “Melbourne dentist” then ideally you’d like a page full of websites for dentists in New York.<br />
  13. 13. Why search engines matter<br />One way to tell if a web page is relevant is to look at the writing it contains.<br />If a page contains the phrase “Melbourne dentist”, then it’s more likely to be relevant than one that doesn’t.<br />This is how the earliest search engines worked and is still important today.<br />
  14. 14. Writing for the Web<br />Web writing tips<br />
  15. 15. Web writing tips<br />Get to the point<br />People don’t want to waste time online reading waffle.<br />Say what you need to, clearly and quickly - then stop.<br />
  16. 16. Web writing tips<br />Avoid jargon<br />The point of having a website is to reach as many people as possible - not to confuse them. <br />If you can’t avoid jargon and acronyms, provide an explanation of their meaning.<br />
  17. 17. Web writing tips<br />Use headings to help people skim read<br />Headings help people decide whether to read a page or to find specific content within it.<br />Well written headings can really improve the user-friendliness of a site<br />
  18. 18. Web writing tips<br />Keep your paragraphs short<br />Short paragraphs encourage people to read more, especially towards the end of a page, when their attention is drifting<br />
  19. 19. Web writing tips<br />Remember search engines<br />Write for your visitors but don’t forget that search engines will look at your copy too.<br />Dropping keywords into headings will help your ranking.<br />
  20. 20. Web writing tips<br />Ensure links make sense<br />To help search engines and blind visitors, ensure your links make sense. “Click here” is meaningless on its own, so say “click here for our contact form” instead.<br />