writing for the web

WRITING for the WEB

WHO AM I?

WHAT ARE WE DOING

HERE?

How does the Internet differ from radio, television and print?

E

We need to know our audience.

E

We refer to the research on the habits of users.

HuntersBrowsers

Grazers

We refer to the research on the habits of users - # 2.

80 % Scan

USER RESEARCH

SCAN ORDER

•Headings•Sub-headings•Hyperlinks•Lead paragraphs•Abstracts•Other (photos)

Eye-tracking

Imogen has never visited our website before and is visiting today during a 2-minute coffee break using her work computer while her boss isn’t looking. Like many Australians, Imogen doesn’t understand what the word “advocacy” means, and the only protest she’s taken part in was to avoid purchasing French goods during the nuclear tests at Mururoa Atol in the 1990s.

The aim in writing copy for Imogen is to tell her something that will interest her enough to keep reading.

Persona 1

Pele is our average website visitor: he visits our website once every two months out of personal interest, he is 29 years old, a Channel 10 viewer, has travelled around Australia, and has visited America or Western Europe once or twice. Pele first donated to Oxfam during the Tsunami appeal.

Pele likes to read an overview of the areas he thinks might be of interest, and hopefully something will spark his interest (so that he eventually takes on Olivia’s profile).

Persona 2

Olivia is a regular donor or supporter. She visits our website once a month, is 42, reads The Age and watches ABC news, has travelled extensively around South and East Asia and has been to Africa once or twice. She has participated in Trailwalker and is considering going on the CLP this year. She also supports Amnesty International.

Olivia likes to know more detailed information about what we are doing so that she can be assured her monthly donation is being put to good use.

Persona 3

Donald may not support us financially but he is very passionate about the issues and loves to get involved with our campaigns. He travelled throughout Eastern Europe and Asia for nine months before starting university, and has alsoparticipated in Oxfam Challenge. He is currently undertaking post-graduate research in Community Development.

Donald is always looking for ways to get involved or find further information and so wants to know about our work in as much detail as we can give.

Persona 4

Peta is our “youth” visitor. She visits our website after being prompted by teachers or advertising directed at her age group. This visitor will come to our website several times for a very specific purpose. She wants to do some travelling when she finishes school, and is interested in environmental issues. She wears a couple of armbands, of course one of them is a MPH band!

Persona 5

Web writing = content +

presentation

Web writing includes form as well as content.

6C’s

ClearCorrectConcise CoherentConsistent

Communicate

We need to note the principles of good writing.

We can use the journalist’s inverted pyramid.

WhoWhenWhereWhat

Lead

Body Why

E

hyperlink

The hyperlink makes web content interactive and 3-dimensional.

hyperlink

hyperlink

E

To chunk or not to chunk.

E

E

Layering information (for different personas)

Heading

Blurb

Full report (PDF)

First para

Abstract

Summary

PDF download

Write interesting and meaningful headings.

Childhood diabetes linked to mothers’ diet

Short male babies may earn less laterNo walk in the park for riders on the storm Making the most of life one day at a time Attack threatens road map Judge orders refugees review Wired jacket offers a shocking fashion statement Blair’s spin doctor apologises for dossier UN troops unable to stem Congo conflict Seeking hard evidence for the latest Irish blarney Warship

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Avoid dangerous words http://www.weaselwords.com.au/

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Use strong verbs.

Decide

E

Use simple sentence structure (where possible).

Suject-Verb-Object

Active voice is preferred.

The student wrote a song.A song was written by the student.

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Use dot points.

E

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Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

In 1996, six of the most-visited places in Nebraska were:

* Fort Robinson State Park * Scotts Bluff National Monument * Arbor Lodge State Historical Park & Museum * Carhenge * Stuhr Museum of the Prairie Pioneer * Buffalo Bill Ranch State Historical Park

Original

Revised

124% improvedreadability

Write abstracts to summarise downloadables.

E

Write blurbs that briefly describe a link.

What makes a good business plan?

Six leading entrepreneurs offer their advice.

One idea per paragraph.

Cut the verbiage.

QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.

x 50%

E

Run a readability check over the text.

R = [ ]NWNS + x 0.4

NHW x 100NW

Is it accessible? www.w3c.orgwww.binaryblue.com.au/access_wizard

W3C

Check for spelling and grammar mistakes.

Proofreed

Marketing/promotion

1. Avoid marketing screed and jargon.

2. Promote it by describing and explaining it - what does it look like, what does do, why is it good, how does it work, technical specifications, results, reviews/case studies, competitors, white papers.

News feature

1.Who2.What3.Where4.When5.Why

HELP

1.Clear and logical sequence of steps.

2.Numbered list.3.Active verb to start each step.

FAQ

1.Clearly framed question.

2.Questions relevant to the target user.

3.How do I?4.Question covers just

enough information.5.Short succinct answer.

The End