copyright 2002 - writing for the web a word to the wise web designer
Post on 16-Dec-2015
212 Views
Preview:
TRANSCRIPT
Copyright 2002 - www.reallygoodfreelancewriter.com
Writing for the Writing for the webweb
A word to the wise web A word to the wise web designerdesigner
Copyright 2002 - www.reallygoodfreelancewriter.com
The Greater Cleveland PC The Greater Cleveland PC Users Group and the Greater Users Group and the Greater
Cleveland Desktop Cleveland Desktop Publishing Users GroupPublishing Users Group
A presentationA presentation
Copyright 2002 - www.reallygoodfreelancewriter.com
What’s different about What’s different about the web?the web?
The way readers scan a pageThe way readers scan a page Where readers finally focus Where readers finally focus
attentionattention How much time they’ll spendHow much time they’ll spend How much moving around How much moving around
they’ll dothey’ll do How they prefer to navigateHow they prefer to navigate Some things are Some things are notnot different: different:
What they want to hear (read)What they want to hear (read) How they want to read itHow they want to read it
Copyright 2002 - www.reallygoodfreelancewriter.com
Scanning a printed pageScanning a printed page
Graphics firstGraphics first Z patternZ pattern Scan headlinesScan headlines Bottom right call Bottom right call
to actionto action
Copyright 2002 - www.reallygoodfreelancewriter.com
Print navigationPrint navigation Traditional Traditional
metaphorsmetaphors TOCTOC IndexIndex SearchSearch Browse sequencesBrowse sequences Related topicsRelated topics HypertextHypertext
Copyright 2002 - www.reallygoodfreelancewriter.com
Browser scanning is Browser scanning is differentdifferent
Top gets quick Top gets quick glanceglance
Center is most Center is most importantimportant
Left and right are Left and right are secondsecond
Bottom is least Bottom is least importantimportant
And even more important…And even more important…
Copyright 2002 - www.reallygoodfreelancewriter.com
Web waysWeb ways Most viewers look at text Most viewers look at text beforebefore
graphicsgraphics True for new and experienced usersTrue for new and experienced users
http://www.poynter.org/eyetrack2000/index.http://www.poynter.org/eyetrack2000/index.htmhtm
Metaphors for web navigationMetaphors for web navigation HypertextHypertext Simple and advanced searchSimple and advanced search Site mapsSite maps Nav bars, image maps, hotspotsNav bars, image maps, hotspots Jump menus and other form elementsJump menus and other form elements ““bread crumbs”bread crumbs” Rich media (Flash) and DHTMLRich media (Flash) and DHTML
Copyright 2002 - www.reallygoodfreelancewriter.com
What does it mean to the What does it mean to the designer?designer?
Center your messageCenter your message Use comprehensive Use comprehensive
navigation at left (and/or top)navigation at left (and/or top) Use guarantees, testimonials, Use guarantees, testimonials,
calls to action at rightcalls to action at right Minimize scrollingMinimize scrolling Take full advantage of Take full advantage of
web navigation metaphorsweb navigation metaphors
Copyright 2002 - www.reallygoodfreelancewriter.com
What about copy?What about copy? Say what you Say what you reallyreally do or offer do or offer
Avoid corporate-speak Avoid corporate-speak (e.g., “the power of convergence”)(e.g., “the power of convergence”)
Say why you’re different from Say why you’re different from competitorscompetitors
Focus on what’s in it for viewersFocus on what’s in it for viewers Why should they read more?Why should they read more? Why should they buy your product/service?Why should they buy your product/service?
Copyright 2002 - www.reallygoodfreelancewriter.com
Formatting copyFormatting copy
Use short paragraphsUse short paragraphs Make the layout easily Make the layout easily
scannable (headlines, white scannable (headlines, white space)space)
Use bulleted listsUse bulleted lists
Copyright 2002 - www.reallygoodfreelancewriter.com
““Good” writing is always Good” writing is always goodgood
Keep it simple and shortKeep it simple and short Familiar wordsFamiliar words Short sentencesShort sentences No jargonNo jargon
Use active verbsUse active verbs Avoid passivesAvoid passives
Use a conversational Use a conversational tonetone
Personalize, use “you”Personalize, use “you”
Copyright 2002 - www.reallygoodfreelancewriter.com
Use words that motivateUse words that motivate
You want the viewer to take You want the viewer to take actionaction Use language that guides, Use language that guides,
encourages, persuades, encourages, persuades, influences and motivates influences and motivates
Always call for action Always call for action Offer an incentiveOffer an incentive
Copyright 2002 - www.reallygoodfreelancewriter.com
Web usability referencesWeb usability references
http://http://www.goodexperience.comwww.goodexperience.com By Mark Hurst – focuses on usability By Mark Hurst – focuses on usability
and common sense design principles for and common sense design principles for commercial websitescommercial websites
http://http://www.usableweb.comwww.usableweb.com By Keith Instone – human factors, user By Keith Instone – human factors, user
interface issues and usable designinterface issues and usable design http://http://www.useit.comwww.useit.com//
By Jakob Nielsen. His column, AlertBox, By Jakob Nielsen. His column, AlertBox, is a treasure trove of usability principlesis a treasure trove of usability principles
Copyright 2002 - www.reallygoodfreelancewriter.com
Call me if you have questions or you want help making your writing
powerful and effective!
440.646.0041
Barbara Payne
http://www.reallygoodfreelancewriter.com
What a good idea! Let’s hire a really good freelance writer!
top related