Writing for the web ’13
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This document provides guidance for writing web content that is brief, scannable, and focused on the user. It discusses how web users have short attention spans and are looking for specific information. Recommendations include using headings, lists, and single-idea paragraphs. Keywords should be highlighted and links used judiciously to provide relevant external sources. The goal is to answer the questions "What?" and "Why?" for the user by creating concise, straightforward content with a clear purpose. Examples demonstrate how to effectively condense information for online readers.
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Writing for the web ’13
- 1. Writing for the Web Dr. Gerald R. Lucas
- 2. This is not your standard college writing.
- 3. Web Users Lean forward Are on a specific mission Are busy and impatient Don’t read, but scan Are more specialized Are selfish and self-centered Expect “actionable content”
- 4. Usability Strategies Write for a minimum — cut text in half Use headings and subheadings Use bulleted lists Develop one idea per paragraph Highlight keywords — bold is nice Use English, not “marketese” or “academicese” Do your homework — link out
- 5. Focus on Two Question s What? (what’s the page’s function?) Why? (what’s in it for them?)
- 7. Example 1 Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
- 8. Example 2 In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.
- 9. Example 3 Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were: Fort Robinson State Park (355,000 visitors) Scotts Bluff National Monument (132,166) Arbor Lodge State Historical Park & Museum (100,000) Carhenge (86,598) Stuhr Museum of the Prairie Pioneer (60,002) Buffalo Bill Ranch State Historical Park (28,446).
- 10. Example 4 Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
- 11. Example 5 In 1996, six of the most-visited places in Nebraska were: Fort Robinson State Park Scotts Bluff National Monument Arbor Lodge State Historical Park & Museum Carhenge Stuhr Museum of the Prairie Pioneer Buffalo Bill Ranch State Historical Park
- 13. WordPress Make it actionable — take advantage of the Web Do your homework — show credibility Use an original, specific title — think keywords Have a specific point and get to it — summary Preview your entries — know what it will look like Use appropriate category and tags Proofread and revise
- 14. Example Jakob Neilson “Low-Literacy Users: Writing for a Broad Consumer Audience.”
- 15. “Link unto others’ good stuff as you would have them link unto your good stuff.” —Jeff Jarvis
- 16. Links Are “actionable content” Attract the reader’s eye Show credibility Must be relevant Break down the linearity of the text Must work — check them for accuracy
- 17. In Summary Know your users Practice usability — “actionable content” Avoid “academic” writing Avoid blah-blah words Cut your prose in half Know what and why
- 18. References Carroll, Brian. Writing for Digital Media. Routledge, 2010. Nielson, Jakob. Use It. http://www.useit.com/