Writing for-the-web-schipul-kesco
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Rather than paste print content to the web, write for the web the way people read on the web. | Read more at schipul.com/writing-for-the-web
Transcript of Writing for-the-web-schipul-kesco
WHY CAN’T YOU WRITE THE SAME ONLINE AS IN PRINT?
• Physical Difficulty • Attention Span
Web Writing: WHAT YOU NEED TO KNOW
• How to write for readers who scan• Headlines matter• Marketing speak doesn’t• Some grammar rules can be broken
WRITING FOR READERS WHO SCAN
An ‘About Us’ section A Product Page Google search results
The F-Shaped Pattern
The F-Pattern in Action
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).
The F-Pattern in Action
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
What the F-Pattern means for writing
1. The first two paragraphs the most important information
2. Begin sentences with the most important words
3. Write fluidly to move readers through the text.
WRITING FOR THE WEB
“A long article might contain more information, but if it takes too long to read, users will abandon the website and read shorter, easier pieces elsewhere.”
– Jakob Nielson (Alertbox)
Headlines Matter
“The lady is a Trump” – NY Daily News headline (2005)
“The lady is a Trump” – NY Daily News headline (2005)
Headlines: WHAT YOU NEED TO KNOW
• Writing headlines is a craft.• Keep them short and direct.• Sell it. Your headline is the introduction to
your text.
Good Headlines
“New burger targeted for McLean times”
“Superman to die, so steel yourself”
“Small step for man, big gaffe for NASA: agency erased tapes of 1st moon landing”
It's no longer just reporting the headlines of the day, but trying to put the headlines into some context and to add some perspective into what they mean.
-Bob Shieffer, CBS
Drop the Marketing-Speak
• Web writing needs to be 3 things:1. Concise2. Scannable3. Objective
Concise
“A good editor should be able to cut 40% of the word count while removing only 30% of an article's value.”
– Jakob Nielson (Alertbox)
Scannable
1. Bulleted/Numbered lists2. Bold text3. Images that represent text
Objective
“Just the facts ma’am.”
Grammar Rules to Break
1. Use actual numbers2. Use ‘single quotations’ in a headline3. Break up chunks of text so that blocks /
paragraphs are 3-5 lines rather than 3-4 sentences.
Let’s Review
• Reading online is physically difficult• Online readers have short attention spans• The F-shaped Pattern increases reads• Headlines matter• Marketing speak doesn’t so be direct.• You can break some grammar rules
Other Tips
• Use photos of real people rather than stock photos when possible.
• For long posts, draft an abbreviated version and link to the full-version.
• Your newsletter counts as web writing. Approach it the same way.
