They search, scan, surf, and browse How do people read on the Web?
Your content needs to be easily discovered and easy to read/scan What does that mean to you?
Be brief • Use keywords • Use proper verb tense and time elements Writing headlines
A good online headline must: • stand on its own • integrate as many keywords as possible • work now and in the future Writing headlines
Subheads • Lead • Paragraph length (small “chunks”) • Page length • Boldface and bullet points • Section titles Layout and format
Active • Conversational and personal • Friendly • Informal but not too casual • Simple Voice and tone
Use AP Style • Don’t tab/indent • Avoid italics Style