Writing for the WebSTRATEGIES FOR CREATING HIGH-IMPACT CONTENT

Lisa LowSenior Editor, Web Communications

Fall 2008

Writing for the Web

Writing for the Web:Why is it important?

Writing for the Web

Web pages must seduce visitors while balancing many issues: Branding Navigation Content Time

woot!

YouTube

amazon

Writing for the Web: Content

Content: A persuasive promise A unique offering Descriptive wording and images that are quickly understood How?

• Develop a list of value propositions, brainstorm with faculty, staff, students and others!

• Select the strongest candidates

• Apply the KISS rule

Writing for the Web: Content

Why? A visitor’s positive impression starts with a clear value

proposition, “your promise(s)” You build trust by fulfilling your promise(s)

Writing for the Web

Krug’s First Law of Usability

Writing for the Web: Krug’s First Law of Usability

DON’T MAKE ME THINK! Web pages should be

• Self-evident

• Obvious

• Self-explanatory

Example: Your next door neighbor, who has no interest in the subject of your site and who barely knows how to use the Back button, should look at your site’s home page and say “Oh, it’s a ___.”

Writing for the Web: Writing Style

Brief,

Clear,

Compelling …

…direct marketing style

Writing for the Web: Writing Style

Shorter sentences in fewer paragraphs Heads, Sub-heads, call-outs, sub-sub-heads Bullet points Plain English

• ”walk” not “ambulate”

• No shop talk

Emotional language Calls to action!

Writing for the Web: Direct Marketing Style

Make it personal “You” and “I” are ok in the right context The first sentence in a paragraph

• Can stand alone

• Should capture attention

• Can be only one sentence!

Sub-heads should be• Action words, compelling, motivating

Sentence fragments are OK• Really!

• For variety!

• For emphasis!

Writing for the Web: Writing Style

Remember! Web readers scan first, read afterwards. Web readers are very impatient. You must capture attention immediately.

Web copy rules of thumb: Just because you CAN, doesn’t mean you SHOULD Get rid of half the words on each page, then get rid of half of what’s left Build easy to scan copy blocks with plenty of subheads, images, and other

graphic elements that convey and support your “promise”

Writing for the Web: Optimization

Search Engine Optimization Strategies Identify Key Words: Use them! Title and Meta Tags Relevant Page Content Simple Coding Anchor Text Linking from Other Quality Sites Avoid abbreviations of Key Words