is your web writing effective?: a routine check-up june 23, 2010

Is Your Web Writing Effective?: A Routine Check-UpJune 23, 2010

University of Nebraska Medical Center

Agenda

• Diagnosis: Hallmarks of Great Web Copy

• Procedure: Effective Web Copy Checklist

• Complications: Issues and Obstacles to

Greatness

• Practicum: Making Real Web Pages

Real Effective


Diagnosis: What Makes

Great Web Copy?


Hallmarks of Effective Web Copy

Web copy is both read and used. All effective web copy,

from marketing pitches to technical docs, is:

•Valuable

•Audience-aware

•Task-oriented

•Scannable

•Readable

•Search-ready


Valuable

Every web page you write contests for both your and your visitors’

time. Consider your value proposition in the context of:

•Audience – Who is it for?

•Task – What can they do with it? How will it help them complete

an objective that’s important to them?

•Content/information – Why will they care? How will it help me

fulfill my business objective?

If you cannot answer these questions, go back to the drawing

board or eliminate that copy from your site.


Audience-AwareEffective web pages always have an audience in mind, even if they serve

millions of potential customers. Make your page audience-focused by:

•Writing to a Person – Writing to an individual helps you be more direct

in tone and message. If only one person was going to read your page,

who would they be? What do they need to do and want to know? What will

excite them? What will make them act?

•Talking to Them – Conversational writing is direct, informal and

emotionally effective. Use a 3:1 ratio of “you:I” statements, clear language

and strong verbs to connect with the reader.

•Giving Them the Gist – What’s the upshot or “elevator speech” for your

page? Lead with that – details can follow as needed.


Task-OrientedEffective web pages get used or cause the reader to act. Tasks can

include learning about research collaboration, completing grants, applying

to a program, etc. Consider tasks along these lines:

•Inventory – What does your audience need to do? How?

•Convenience – How will this page make the audience’s and/or your job

easier? Self-service is a positive thing, and expected!

•Expectation – Where would your audience reasonably expect to

complete this task within your site? Will they understand why the task is

there?

•Expediency – Can this task be completed quickly, in its entirety, on the

website? If not, consider how you can reframe or remove.


Scannable

Don’t be fooled – people actually do read web pages. However,

they usually scan and read only the parts they want. Effective web

pages are made scannable using:

•Headers – Use at the top of the page with H1 tags and in the

body using H2 tags. Use in a parallel structure to let readers skim

down. Include specific key words if possible.

•One Statement Per Paragraph – Many short paragraphs with

strong cores are easier to glean info from.

•Clear Leads – Drop your thesis statements at the beginning of

your page and each paragraph.


Scannable (Continued)

Scannable web pages also include:

•Call-Outs – Highlight critical info for page tasks (phone numbers,

applications and forms, key info) using right-hand column portlets

or bold text to draw the eye.

•Key Words & Phrases – Your audience will catch on “trigger

words” that are meaningful to them. Use key words and phrases in

body copy and particularly in headers.

•No Filler – “Fluff” or meandering text is anathema for

scannability. Write only what the page needs to distill your text and

bring the important information into focus.


Readable

Effective web copy is made readable by a convergence of style

and design – easy on the eyes and engaging to the reader. Try

some of these tactics to make your page as read as possible:

•The Inverted Pyramid – Effective web copy is built around

capturing reader attention as quickly as possible. Use “inverted

pyramid” writing style, leading with your conclusion and supporting

later on for those interested.

•Stick to the Subject – You should address your topic, and only

your topic, in your page. Sub-topics can be created in other pages

and linked back to the one at hand.


Readable (Continued)

•Clear, Easy-to-Read Sentences – Use simple, direct sentence

structure. Rule of thumb: if a 13-year old can understand your

copy, it’s a good complexity for the web.

•Accurate, Specific & Descriptive Words – Avoid ambiguous,

technical, or internally-oriented terms like acronyms unless it is

required by or explained in the page.

•Avoid Passivity – Don’t beat around the bush; use strong verbs

and active voice (i.e. say “we made a breakthrough” rather than

“breakthroughs were achieved”). Be active!



•Use Key Words/Phrases in Copy – A good frequency is about

3-5 uses of each word/phrase in any relevant page.

•Consider Size – An upper limit of 800 words is optimal for search

engine optimization, but size is not the only consideration. Be

complete and concise before small.

•Use Lists – Bulleted or numbered lists are easy to read and

digest. Use them to dice up complicated topics.

•Describe Links – Don’t leave readers guessing where a link will

take them; write out the link target and hyperlink that, rather than

falling into the “click here” trap.



•Use Only Relevant Images – Images “use up” viewer attention,

so use them only if they relate to/enhance text. White space is

better than images which distract/confuse.

•Proofread – Read your page aloud before posting it, checking for

spelling, incomplete sentences, flow, etc.

•Don’t Mess With Text Styles – The font sizes, colors, and

spacing have designed for maximum readability and best practice.

Black on white text is scientifically best.

•Only Links Should Be Colored – Links are the most scanned-

for info on your site. No colored text, please.


Search-Ready

Most of these previous practices will also improve your search-

readiness, but there are few additional points of consideration:

•Title Correctly – Titles need to be descriptive and accurate of your

topic (i.e. “Nursing Forms” not “Links”)

•Write a Page Description – These summaries appear in search

results and let you use key words. 25-30 words.

•Trade Links – Share links with relevant partners in and outside

UNMC. Crawlers consider links in search ranking.

•Use Key Words in Links – Filenames or destinations using your

keywords will reflect positively in search.


Procedure: The Effective

Web Writing Checklist


Complications: Issues &

Obstacles to Effective Content


The Conundrum

Fact of the matter is, every department wants an effective website

but few people are willing or able to commit to making it happen.

So how do we make efficient web pages despite the many

obstacles from above, below, and within?

•Taking the initiative and articulating your needs clearly

•Working within your means and your reality

•Showing the business value of a good site

•Dividing and conquering

It can be done –the biggest obstacles are probably in your mind.


But I’m Not a Writer!Effective web copy is more about method than skill. Good web copy is

informative, lean, factual and informal – not flashy. “It’s not Shakespeare” is a

compliment for good web copy! You should:

•Do the basics well – Spelling, grammar and facts are something all of us

can do. We’re writing for 13 yr. olds!

•Find the “cool” – If you know the single most interesting thing about your

subject, you have a solid starting place.

•Focus on what you know –If you are helping the visitors complete their

tasks with a spartan website, you’re still ahead of the curve. Choose your

audience and go for it.

.


But My Audience is Too Big!

No, it’s not. Chances are just 2-3 demographic groups make up at

least 80% of your website traffic – prospective students,

colleagues, the local community, etc. Try these techniques:

•Pinpoint your audience – The less accurately you define the

audience for a page, the harder it is to write and the less useful it

is for everyone. Limit yourself to as few audiences as possible –

the others can figure it out.

•Get some data – If you can’t make those calls on your own, use

web analytics to see what’s being used in your site. Alex will also

help you guesstimate who’s on yer site.


But I Don’t Know My Audiences’ Tasks!

Yes, you can. Your department has tons of resources to find out

what people use and seek on of your site. Frame your mind by:

•Asking – If you have a current site, run a survey. Have a

Facebook page? Ask your “fans.” Ask your admin folks what calls

come in on the front line. Look at competitor’s sites – what do they

do? Try that. Catch a few students or colleagues and ask them

what they use the site for.

•Roleplaying – Put on your “audience hat” and create a persona

(that person you wrote the page for). Can you find the important

info in 30 seconds? Are next actions clear?


But I Don’t Have Enough Time!There are two metrics in web content management – investment and volume.

You can manage more volume in the same period of time if you invest less in

managing it, or vice versa. Try these:

•Cut back your copy – There’s no prize for biggest site; reduce the amount

of pages to fit the time available to you.

•Make “evergreen” copy– Copy without lots of statistics, dates, events, or

timely reporting requires much less time.

•Make it official – Try and get web duties added to your job description.

There may be overlapping efforts or underemployment elsewhere that could

free you up.

.


But No One Will Give Me Content!

Fact is, we’re not the experts on everything our departments do.

What do you do when designated experts aren’t capitulating?:

•Harass – Start with one email a week, and increase frequency from

there. Set meetings. Politely annoy.

•Set deadlines – Everyone’s busy, so provide a clear deadline they

can shoot for, plus 2 days wiggle after.

•Take it offline – If they won’t write it up, interview them.

•Use less – If you can’t get everything, just get something!

•Run with what you’ve got – Don’t let tardy content hold the site

hostage. Zap that section and add the info later.


But My Content is So Long!

Content between 200 – 800 words is a good balance of substance,

scannability, and readability. If your content’s bigger than that, try:

•Reading it first – Should be long enough & no longer.

•Cutting it up – Some copy is complex enough it needs to be long.

Long content is bound to have multiple topics or subheads. Slice into

new pages along those lines and link.

•Cutting it down – Some content just rambles. If you have license,

re-write or reconstruct based on good principles

•Sending it back – If you don’t know how to edit long content, go

back to the source and ask for revisions/help.


But My Topic is Boring!

Dry content is a fact of life in research – what you need to avoid at

all costs is boring the audience. Consider these strategies:

•Focus on valuable, rather than complete, info – Completeness

tends to make content dull. Summarize!

•Interview the pros – Ask your department’s expert(s) in the topic

to describe it to you in 5 minutes or less. The best takeaways you

get make good highlights for a page.

•Don’t transcribe the annual report – Some things just don’t

make for effective web copy. Pick and choose the summary parts

of big docs and link to the PDF for the rest.


But My Boss/Colleagues Don’t Care About External Audiences!

You’re not alone – but the fact is on average about 80% of our site

traffic is from off-campus…even moreso if you exclude browser

home page visits. Showing the business case is the key:

•Share these numbers – Most folks heads will turn around when

they understand how much off-campus traffic we get

•Put it in terms they care about – Frame the conversation in

ways a site can save them time/money/effort (e.g. cutting call

volume, answering FAQs, providing forms, etc)

•You are the audience’s advocate – You need to stand up for

your visitor. Beat the drum if you want efficient copy!


But Nobody Seems to Care!

This might be the worst situation of all – you’ve got no support,

resources and get no breaks to do the site. But there are benefits:

•Be the expert – This is your chance to teach your team why a

good website is to everyone’s benefit. Show them!

•Seek forgiveness, not permission – It can be easier to just start

and see what your efforts stir up. Propose, listen.

•Carpe diem – Sometimes good work will get people enthused.

Take initiative, be bold, and lead the way.

•Get tangible –Visualize websites is hard. Make composites,

doodle, or set up a skeleton site to show off.


Practicum: Making Real

Web Pages Real Effective


Let’s Get Analytical

We are going to analyze actual web pages, submitted by web

developers, for efficient practice using the points we’ve discussed

today. The workshop format is:

•Introduction – The web developer briefly introduces the page &

poses questions or concerns about it.

•Group Analysis – Break up into groups of 4-5; discuss what could

be done to improve the page; use checklist!

•Group Discussion – Share your ideas with the group.

•Alex Analysis – Alex shares his analysis of the page, and

compares and contrasts those points with the discussion.


Study #1: The Home Page

Cardiothoracic Surgery Department Home Page

•http://www.unmc.edu/ctsurgery/index.htm

•Developer: Tina Hovorka

•Built in CMS3 with “skinned” header and footer


Study #2: The Program Page

Charles A. Dobry, M.D. Lectureship

•http://www.unmc.edu/radiology/index.cfm?

L1_ID=3&CONREF=3




Study #3: The Promotional Page

Norfolk Division Career Opportunities

•http://www.unmc.edu/nursing/

Norfolk_Division_Career_Opportunities.htm

•Developer: John Barrier

•Built in RedDot – College Template


Study #4: The Research Page

Small Animal Imaging Laboratory (SAIL)

•http://www.unmc.edu/radiology/index.cfm?

L1_ID=47&CONREF=72




Materials Available Online

The contents of this training, as well as other web and

communications trainings, are available for download at

the following web page:

http://info.unmc.edu/brandingresources.htm

An Echo360 video of this training will be available

online later this week.

University of Nebraska Medical CenterUniversity of Nebraska Medical Center

is your web writing effective?: a routine check-up june 23, 2010

Documents

web writing effective

page audience

person writing

valuable audienceawaretask

conversational writing

headers use

strong cores

strong verbs