copyright 2002 - writing for the web a word to the wise web designer

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


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


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


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


Print navigationPrint navigation Traditional Traditional

metaphorsmetaphors TOCTOC IndexIndex SearchSearch Browse sequencesBrowse sequences Related topicsRelated topics HypertextHypertext


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…


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


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


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?


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


““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”


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


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


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!

copyright 2002 - writing for the web a word to the wise web designer

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