what works for the web
DESCRIPTION
Presentation for non-web-developers on best practices for websitesTRANSCRIPT
IntroductionWho
• Audience
What
• Message
Why
• Credibility
How
• Writing for the web
• Effective images
What don’t people do on the web?
• F for fast.
• Read.
• They scan instead.
What does it mean for us?
• Provide content that can be scanned.
• Avoid: “walls of text.”
• Think: “at a glance.”
• White space
• Subheads
• Bullets
What do people do on the web?
In order of popularity
• Search
• Get news
• Buy products online
• Use social media
www.visioncreation.co.uk
Who is it for?
• Know your audience.
What do you offer?
• Information and news
• Education and instructions
• Entertainment
• Social connection
• Products and services
Why your site and not another?
• Credibility
• Trust
• Quality
• Rapporthttp://www.nateshivar.com/photos/
Readability
• Simple: 5th to 8th grade reading level
Writing style
• Clear: avoid jargon!
“We're reaching out to leverage our ability to offer solutions. This low-hanging fruit is a game-changer, a no-brainer and a win-win situation. Let's touch base and take it to the next level!”
“The exploitation of disciplinary boundaries may be seen as the authentication of localized small-group cultures.”
Prioritize your information
“Happy talk must die.”—Steve Krug
• Don’t focus on how great you are with vague terms (“the best”) and self-congratulatory promotional writing.
• Specify what makes you great!
– Facts and stats
– Stories
– Real-world problems you solved
Consequence of difficulties?
Images
• Do they tell a story?
• Avoid clutter!
• Images needs to be compelling, distinctive, unusual, beautiful or eye-catching
Images should be compelling
Photo by Kyle Spradley
In contrast
thebittenword
Images can be unusual
Photo by Steven Depolo. Photo Illustration by Aaron Duke
Or beautiful
Photo by Kyle Spradley
In conclusion
• Respond to your audience
• Understand your own message
• Affirm people’s trust
• Write for the web
• Use the strongest photos you can—or none at all if you only have weak ones
Thank you!
Genevieve [email protected]
Work web: cafnr.missouri.edu
Personal web: genevievehoward.com
Twitter: @HowGen