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Introduction to Web Writing

Noemi Beth G. Macario, CESE, CKM Web writer/ e-course writer

Topic Outline

Introduction

Presuppositions

Facts and Figures Concepts & Principles of Web Writing

Content and Scope of Web Writing

Para kanino ka sumusulat?

Know your audience

Medium

Goal

Others things to look up

Presuppositions

Presuppositions: Audience

PEOPLE WILL READ

Not true.

Presuppositions: Audience

PEOPLE WILL READ WHAT I WRITE Not true.

Your audience scans Web copy. Glances at it. They don’t read

… until they find what they want to read.

Presuppositions: Audience

PEOPLE WANT WHAT I WANT

Not true.

Your article must appeal to audience’s self-interest

— not yours

Presuppositions: Audience

PEOPLE HANG OUT ONLINE Not true. Your audience goes online to get something done. They are on their phone getting notices about other things. They are searching while doing other tasks.

Presuppositions: Audience

PEOPLE HANG OUT ONLINE Not true.

AVERAGE ATTENTION SPAN

• 2000 =12 seconds.

•2016 = 8 seconds

• goldfish = 9 seconds. Time Magazine, May 14, 2015

Presuppositions: Web

MY WEBSITE IS ABOUT MY (office/research/program).

Not true.

It’s not about us, It’s about them.

It’s not about nomcaarrd, It’s about what your audience wants or needs to know from NOMCAARRD

Presuppositions: Web

• Identify your intended audience

• get to know and understand their needs through data and research. Analytics, surveys, focus groups, interviews.

I KNOW WHAT MY WEB CONTENT SHOULD BE. True, but only partially.

Presuppositions: Web

Please, Please, Please, NO

Start with content!

Strategize!

Make a plan!

Let content lead design, features & navigation—not the other way around

I KNOW WHAT MY SITE SHOULD LOOK LIKE —I’LL ADD CONTENT AS IT COMES

Presuppositions: Web

Outline information and develop a content strategy:

• to focus your writing for your audience.

• to identify valuable, findable, meaningful content for your audience to create and

• ensure you can maintain continued useful, usable content.

Let content lead design, features & navigation—not the other way around

I KNOW WHAT MY SITE SHOULD LOOK LIKE

• In research, 79% of test users always scan any new page they came across;

•Only 16 percent read word-by-word

•55% of visitors read your articles For 15 Seconds or Less

Facts and Figures

Percentage of Text Read

• On an average visit, users read half the information only on those pages with 111 words or less.

• users will read about 20% of the text on the average page.

Most used button

•Clicking hypertext links remains the most-used feature;

•Clicking buttons (on the page) to become the second-most used

•Back button is now the 3rd most-used feature on the Web.

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