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Writing for the Web

danton avatar
danton
19 diapositives · 305 Views · Jul 31, 2014

Writing for the web is distinct from traditional narratives; it prioritizes brevity and clarity. Focus on actionable content and design your text for restless readers. Use bullet points, subheadings, and short paragraphs to improve readability. Start with key phrases that catch surfers’ attention, as they often scan rather than read thoroughly. Organize content effectively with visuals and clear navigation. Embrace sentence fragments for their directness. This guide equips you with strategies to engage and inform web users efficiently.

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Writing for the Web
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  1. Writing for the Web It’s easier than you think.

  2. Different Approaches • Brevity and bullets rather than a story • Write for a restless reader • Actionable content, not narrative • Write for linking • Sentence fragments are desirable, not verboten

  3. Brevity, bullets, no story • Write like you’re outlining ideas • Key points, written short • Break up text into bullets or short paragraphs with subheads • Save narratives and stories for linked pages or downloadable documents

  4. Write for a restless reader • Remember that web-surfers are searching for specific content. • That’s why search engines are most peoples’ home pages • Users go to the Internet with a purpose; short attention spans are the rule.

  5. Actionable Content • Make it easy for your users/readers to find what they’re looking for: • Links to deeper pages and info • Boldface subheads steer the eye • Organize text by frequency of use • Break up blocks of content with photos, graphics, charts

  6. It’s OK to fragment • Defy your English teacher: • Write short, sharp, clear • Don’t worry about verbs, but if you use them make them active • Use only the words you need; avoid superfluous flowerisms

  7. On the Web, you must start with your key words because users often scan down the left part of a list of items. They never see the last words in a link unless the first few words attract their attention. • Not “The long-term consequences of pot smoking,” but “Pot smoking damage over years.”

  8. How the eye moves From Eyetrack III http://www.poynterextra.org/eyetrack2004/about.htm

  9. Write in soundbites • Rather than long blocks of text, written for the page with careful grammar and excellent punctuation, write as if you had 10 seconds to say what you want your webpage’s visitor to hear.

  10. Version A • When a freshman first sets foot on the UCSF campus, he or she will have several needs: to find their classes, to know where their professors’ offices are, and to learn where the cafeterias are housed.

  11. Version B • New Student’s Guide to housing, class locations, food

  12. Reference websites: www.gooddocuments.com/techniques/overview.htm www.useit.com/papers/webwriting/ www.buzzwhack.com/ www.december.com/web/develop/overview.html www.ddj.com/authors.htmjerz.setonhill.edu/writing/e-text/conventions.htm