Writing for the Web
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The document provides guidance on writing effective content for the web by discussing how to plan content by understanding the audience, crafting clear messages, and focusing on creating meaningful content rather than just filler copy. It also gives tips for writing content such as using plain language, deleting unnecessary words, and making content scannable for users.
Writing for the Web
- 1. Writing for the Web Made Easy 1
- 2. Actually, it isn’t really that easy…. 2
- 3. As web content writers, You have the greatest impact on the user experience of the ACE site (no pressure!) 3
- 4. "Content is the heart of a brilliant user experience. From the body content to the alt text to the footer, the words that shape the page lie at the very center of an engaging visit. If the words aren’t beautiful and meaningful, the sleekest design in the world won’t compensate for it. The body can never replace a missing heart." - Amber Simmons, http://www.alistapart.com/articles/revivinganorexicwebwriting 4
- 6. Meaningful useful relevant informative 6
- 7. Agenda Part 1 Part 2 Planning Content Writing Content Audience DELETE! DELETE! DELETE! Use Plain Language Crafting a Message Make your content SCANNABLE The Difference Between Content and Copy Links 7
- 8. Part 1 Planning Content Audience Crafting a Message The Difference Between Content and Copy 8
- 9. Part 1: Planning Content Audience 9
- 10. User personas to determine what content you need and how it is written “My work is often focused on the big issue of the Jennifer has been president of a large state university for day. I need to be able to easily find information on the past 3 years. Before that, she was a chief academic an issue, quickly get a high level overview of it and officer at 2 other state schools and one private college. be able to dive into deeper details when needed.” Key Characteristics Goals Tasks Frustrations and Pain Points • Has been in academia her entire • Keep up to date with the latest • Read the daily higher education • Too much information to wade career information in higher education news through everyday • Prefers interacting face to face • Improve the quality of their • Research a specific issue the • Can only address limited amount rather than online institution institution is currently dealing with of email • Relies heavily on email to get • Keep institution in compliance • Participate in annual meeting • Difficult to prioritize content information and communicate with state and federal regulations panel through all the clutter • Doesn't actively participate in • Find and maintain high quality • Collaborate with others on ACE • Newsletters come out in the online social networks leadership staff initiatives middle of the day when I have • Has a busy schedule • Maintain fiscal health of the less time to consume information • Travels a lot institution Questions • Influence policy makers to make • What are the current policy issues • Uses an iPad especially when better decisions for higher that I should be concerned with? traveling education • What is ACEs position on issues? • Is an ACE member • Network with other higher education leaders 10
- 11. Audience Busy On the go Uses a mobile device Keeps up-to-date with latest in higher education Keep institution in compliance with state and federal regulations Improve the quality of their institution Develop their career In Academia Entire Career First Position in Academia 11
- 12. Audience How we should write it Busy On the go Uses a mobile device Keeps up-to-date with latest in higher education Keep institution in compliance with state and federal regulations Improve the quality of their institution What we should write Develop their career In Academia Entire Career First Position in Academia 12
- 13. Part 1: Planning Content Crafting a Message 13
- 14. Crafting a Message Gather a collection of messages you want the user to learn or the user wants to see 14
- 15. Crafting a Message Messages should be tied to your business goals (you do have these business goals written down, right?) 15
- 16. Crafting a Message Messages are not content Messages are the information that you want to convey 16
- 17. Crafting a Message Anatomy of a message Primary Message: The single most important thing you want the user to learn. It should support a business objective Secondary Message: A group of key messages that extrapolate the primary message. Details: All the facts, data, anecdotes, philosophies that prove your messages. Call(s) to Action: What you want the user to do after they get your message 17
- 18. Crafting a Message Anatomy of a message Primary Message: TransportZ is a product that allows you to transport yourself anywhere in the world instantly Secondary Message: Low cost, easy to use, portable Details: Uses less energy than all of the other transport products. The user interface allows you to easily select your destination and avoid transporting to non- habitable locations. Home button instantly gets you back home. Each transport is less than $10. Call(s) to Action: Buy TransportZ today 18
- 19. Exercise Construct a message for the program you are associated with The purpose of the message is to describe your program to someone who has never heard of it. Use this format: Primary Message: The single most important thing you want the user to learn. It should support a business objective Secondary Message: A group of key messages that extrapolate the primary message. Details: All the facts, data, anecdotes, philosophies that prove your messages. Call(s) to Action: What you want the user to do after they get your message 19
- 20. Crafting a Message Content can contain multiple messages 20
- 21. Crafting a Message 21
- 22. Crafting a Message 22
- 23. Part 1: Planning Content The Difference Between Content and Copy 23
- 24. The difference between Content and Copy Copy is heartless filler that takes up space and takes on the appearance of information 24
- 25. The difference between Content and Copy “The Mission of ***** ****** ****** is to enrich lives by revealing the wonder, relevance, excitement, and value of creativity, laughter, and learning. This is accomplished by facilitating inspiring, innovative, and energetic education and business consultation services whenever and wherever they are needed with a sense of pride, respect, and integrity.” 25
- 26. The difference between Content and Copy “Providing solutions in real time to meet our customers’ needs.” 26
- 27. The difference between Content and Copy Content establishes an emotional connection between people Thoughtful, personable and faithfully written Meaningful Reflects your brand 27
- 28. The difference between Content and Copy “********** vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.” 28
- 29. The difference between Content and Copy “******* mission is to organize the world’s information and make it universally accessible and useful.” 29
- 30. The difference between Content and Copy "A snappy design might catch their attention, but it's the words that make the real connection.” - Jason Fried, 37 Signals, http://www.inc.com/magazine/20100501/why-is-business-writing-so-awful.html 30
- 31. Part 2 Writing Content DELETE! DELETE! DELETE! Use Plain Language Make your content SCANNABLE The Secret of Links 31
- 32. Agenda Part 2: Writing Content DELETE! DELETE! DELETE! 32
- 33. DELETE! DELETE! DELETE! "Everything should be made as simple as possible, but not simpler." - Albert Einstein 33
- 34. DELETE! DELETE! DELETE! “It can scarcely be denied that the supreme goal of all theory is to make the irreducible basic elements as simple and as few as possible without having to surrender the adequate representation of a single datum of experience.” - Albert Einstein 34
- 35. DELETE! DELETE! DELETE! “On the average Web page, users have time to read at most 28% of the words during an average visit.” - Jakob Nielsen, http://www.useit.com/alertbox/percent-text-read.html 35
- 36. DELETE! DELETE! DELETE! Number of words MATTERS 36
- 37. DELETE! DELETE! DELETE! Number of words MATTERS Number of words matters even more on mobile 37
- 38. DELETE! DELETE! DELETE! Number of words MATTERS Number of words matters even more on mobile People are going to consume your content on mobile 38
- 39. DELETE! DELETE! DELETE! You need to use fewer words 39
- 40. DELETE! DELETE! DELETE! Use the fewest number of words that still gets the point across 40
- 41. Agenda Part 2: Writing Content Use Plain Language 41
- 42. Use Plain Language Plain language is communication your audience can understand the first time they read or hear it. 42
- 43. Use Plain Language Plain Language Characteristics: Logical organization with the reader in mind Active voice Short sentences Common, everyday words 43
- 44. Use Plain Language http://www.plainlanguage.gov/ http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/FederalPLGuidelines. pdf 44
- 45. Use Plain Language Before In our endeavor to ensure guest safety at all times, can visitors please note that fire bell testing is carried out every Monday at 9.30am. After We test the fire bell every Monday at 9.30am. 45
- 46. Use Plain Language Before When the process of freeing a vehicle that has been stuck results in ruts or holes, the operator will fill the rut or hole created by such activity before removing the vehicle from the immediate area. After If you make a hole while freeing a stuck vehicle, you must fill the hole before you drive away. 46
- 47. Use Plain Language Before If you fail to comply with your duty of disclosure and we would not have entered into the contract on any terms if the failure had not occurred, we may void the contract within three years of entering into it. If your non- disclosure is fraudulent, we may void the contract at any time. Where we are entitled to void a contract of life insurance we may, within three years of entering into it, elect not to void it but to reduce the sum that you have been insured for in accordance with a formula that takes into account the premium that would have been payable if you had disclosed all relevant matters to us. After If you fail to disclose any relevant matter and we would not offer you insurance if this matter were known, we may within three years: (1) void the contract or (2) reduce the sum for which you have been insured. If your nondisclosure is fraudulent, we may void the contract at any time. 47
- 48. Use Plain Language Before I give my Agent the power to exercise or perform any act, power, duty, right, or obligation whatsoever that I have or may hereafter acquire, relating to any person, matter, transaction, or property, real or personal, tangible or intangible, now owned or hereafter acquired by me, including, without limitation, the following specifically enumerated powers. I grant to my Agent full power and authority to do everything necessary in exercising any of the powers herein granted as fully as I might or could do if personally present, with full power of substitution or revocation, hereby ratifying and confirming all that my Agent shall lawfully do or cause to be done by virtue of this Power of Attorney and the powers herein granted. After I give my agent the power to do anything that I have a right or duty to do, now or in the future. 48
- 49. Agenda Part 2: Writing Content Make your content SCANABLE 49
- 50. Make your content SCANNABLE Users don’t read 50
- 51. Make your content SCANNABLE Users don’t read Users SCAN and then READ 51
- 52. Make your content SCANNABLE Headlines - Use headlines and sub-headlines to break up longer text - Headlines and sub-headlines should be short - Meaningful trigger words should appear in the first 2-3 words - Should be understandable out of context 52
- 53. Make your content SCANNABLE Headline Examples: Noun Verb Italy buries first quake victims Romania blamed over Moldova riots Ten arrested in UK anti-terrorism raids Villagers hurt in West Bank clash Mass Thai protest over leadership Iran accuses journalist of spying 53
- 54. Make your content SCANNABLE Paragraphs - First sentence should contain the main idea/message of the paragraph - Subsequent sentences should contain content supporting the the main idea/message in the first sentence - Inverted Pyramid - Use bullet points when writing lists 54
- 55. 3 Keys to Great Web Writing Concise text - Reduce the number of words. Fewest words that still gets the point across Plain language - Natural rather than subjective language. Pain language, not formal. Scannable layout - Headers, bullets, main idea in first paragraph, reverse pyramid 55
- 56. Agenda Part 2: Writing Content Links 56
- 57. The Secret to Links Three types of links Descriptive Action Contextual 57
- 58. The Secret to Links Descriptive Describes the content you will see if you click on it 58
- 59. The Secret to Links Action Describes what will happen when you click on it 59
- 60. The Secret to Links Contextual Provides access to additional information about text inside of a paragraph 60
- 61. Exercise 3 Keys to Great Web Writing Concise text - Reduce the number of words. Fewest words that still gets the point across Plain language - Natural rather than subjective language. Pain language, not formal. Scannable layout - Headers, bullets, main idea in first paragraph, reverse pyramid 61
- 62. Exercise Rewrite the provided text, using the techniques we have mentioned. How to Become a Member or Associate As a member or associate, you will become a partner in providing leadership and a unifying voice for higher education. First, download and complete the appropriate application form—Institutional (PDF) or Non-Institutional (PDF). If you're not sure which application to complete, you can familiarize yourself with our opportunities and criteria for involvement online or contact a member of our membership department for more information. If you are a member of the business community, visit our web pages for The Alliance Program to learn more and download an application. Then, complete the application and return it us at the address or fax number listed at the bottom of the form. Your institution or organization will be activated in the database and in our Members and Associates Directory. Prepayment of dues is not necessary; an invoice will be mailed to you following the activation of your membership or affiliation. For additional information check our membership FAQ page or contact a member of our membership department. 62
- 63. Exercise Possible Solution: How to Become a Member or Associate 1. Download and complete the appropriate application form Member (PDF) or Associate (PDF). Which application should I choose? 2. Complete the application and return it us at the address or fax number listed at the bottom of the form. 3. Your institution or organization will be activated in the database and in our Members and Associates Directory. 4. An invoice will be mailed to you following the activation of your membership or affiliation. For additional information check our membership FAQ page or contact a member of our membership department. 63
- 64. Introduction You have the greatest impact on the user experience of the ACE site 64
Editor's Notes
- #3: Why? Because we all learned to write before this whole web thing began.Writing for the web is different than writing for print.The incentives are often to write MORE, not less.Authors are paid by the word/pageAcademic papers have to be a certain number of words, pages, etc.But, writing for the web properly is important because….
- #4: When people come to your site, they are looking for information.We measure usabilityFindabilityUndestandabilityHow you present your information will determine If your user can find the informationIf your user will understand your message – we’ll talk about messages a bit more later
- #6: con·cise/kənˈsīs/Adjective: Giving a lot of information clearly and in a few words; brief but comprehensive.
- #9: Fail to plan, plan to failPlans are worthless. But planning is everything.
- #10: use these personas to determine- what you will write- how you will write it - Editorial style guide is coming
- #15: What do you want users to know?What do users want to know?Crafting messages allows us to create a model for what we need to say.
- #16: You should map messages to your business objectives and user goals
- #17: We craft messages to inform our content creation.Messages are a strategy document to inform your writing.
- #18: It doesn’t matter how these are written, the verbiage doesn’t matter. The end user will never see these.Just capture the general idea, and use these as a tool for deciding when and how to write content
- #19: Primary Message: The single most important thing you want the user to learn. It should support a business objectiveSecondary Message: A group of key messages that extrapolate the primary message.Details: All the facts, data, anecdotes, philosophies that prove your messages.Call(s) to Action: What you want the user to do after they get your message
- #21: Each page on your site might contain multiple messagesWe need a way to envision what those message are, how they will work on the page before we begin constructing and writing the page.How do we do this?I said messages are strategy documents for content.Page tables are strategy documents for web pages.
- #22: The page table is terrific: it tells your writers exactly what needs to be on the page, how to say it, and what supporting materials need to go along with it.Great for About content, program/initiative information, topic discussions, etc.Not so great for e-commerce product descriptions, news sites, etc.
- #23: The page table is terrific: it tells your writers exactly what needs to be on the page, how to say it, and what supporting materials need to go along with it.Great for About content, program/initiative information, topic discussions, etc.Not so great for e-commerce product descriptions, news sites, etc.
- #25: - Politician, press secretaries, lawyers, marketing speak, consultant speak - Buzzwords, clichés
- #26: Tell the story of Hops. - Politician, press secretaries, lawyers, marketing speak, consultant speak- Buzzwords, clichés
- #27: Tell the story of Hops. - Politician, press secretaries, lawyers, marketing speak, consultant speak- Buzzwords, clichés
- #28: - Politician, press secretaries, lawyers, marketing speak, consultant speak - Buzzwords, clichés
- #29: Tell the story of Hops. - Politician, press secretaries, lawyers, marketing speak, consultant speak- Buzzwords, clichés
- #30: - Politician, press secretaries, lawyers, marketing speak, consultant speak- Buzzwords, clichés
- #34: This is actually not what Albert Einstein said.What he said was:“It can scarcely be denied that the supreme goal of all theory is to make the irreducible basic elements as simple and as few as possible without having to surrender the adequate representation of a single datum of experience.”
- #35: This is actually not what Albert Einstein said.What he said was:“It can scarcely be denied that the supreme goal of all theory is to make the irreducible basic elements as simple and as few as possible without having to surrender the adequate representation of a single datum of experience.”When you write content that is beautiful and meaningful, it becomes MEMORABLE.
- #40: Simple as possible, but not simpler.
- #41: Start with your headlinesThen move on to paragraphs, sentences and phrases
- #44: Active voice: the subject is doing the action“Steve loves Amy”Steve is the subjectAction is LovesObject is AmyPassive Voice:The target of the action gets promoted to the subject position“Amy is loved by Steve”
- #46: Formal, almost snooty language
- #51: Users don’t ONLY read
- #52: They scan until they identify trigger words that match the information that they are interested in.Then they read.This is why things like headlines are so important
- #53: SEO relies on headlines. Writing good headlines.Don’t try to be clever. Clever doesn’t help SEO, doesn’t help users scan, usually isn’t understandable out of context.
- #54: Talk about trigger words
- #55: - Don't burry the lead - Idea for "inverted pyramid" came from the invention of the telegraph - Western Union charged 1 cent per character - Technology shapes content
- #59: Global navigation, other text linksIt is important that the link include words that will give the user information about what they will see when they click on it.Tell the story of screen readers and links
- #60: Delete, edit, submit, add newIn the past, these were more associated with desktop applications.Since the web has become application friendly, we can use both the desktop button and the web link as actionsIt is the words used matters more than the form factor.
- #61: Works really well on a desktop sized screen and a mouse pointer.Not so good on a tiny touch screen.Should be kept to a minimum, no more than one per paragraph