IWMW 2006: Writing for the Web
Transcript of IWMW 2006: Writing for the Web
Writing for the webTim MatschakCass Business SchoolCity University, London
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Structure
IntroductionWhy should we write for the web?How should we write for the web?PractiseHow can we improve writing on our siteConclusion
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Why write for the web?
StylesMediaAudiences
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Reading on the web
What is the participants own experience?4 out of 5 scan and do not readReading is 25% slower than on paperF-pattern (http://www.useit.com/alertbox/reading_pattern.html)7 second impression
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Web copy
ScannableConciseCredible
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Promotional writing
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).
From useit.com
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Concise text
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.
From useit.com
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Scannable layoutNebraska 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).
From useit.com
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Objective language
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).
From useit.com
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Combined version
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
From useit.com
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Example (Bird flu)
http://www.guardian.co.uk/commentisfree/story/0,,1748867,00.htmlhttp://crofsblogs.typepad.com/h5n1/2006/04/the_guardian_re.html#morehttp://news.independent.co.uk/environment/article356268.ece
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ResourcesUseit.com
http://www.useit.com/papers/webwriting/Web Developers Virtual Library
http://wdvl.internet.com/Internet/Writing/RNIB
http://www.rnib.org.uk/xpedio/groups/public/documents/PublicWebsite/public_clearlanguage.hcsp
BooksWriting for the Web
Crawford Kilian (1999)Web Word Wizardry: A Net-savvy Writing Guide
Rachel McAlpine (2000)Hot Text: Web Writing That Works
Jonathan Price, Lisa Price (2002)