Writing for the Web: Scanning, Credibility, Images
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The document provides tips for effective web writing and design. It recommends writing in a clear, concise style suited for scanning rather than long-form reading. Use subheads, white space, bullets and compelling images to break up text. Understand your audience and establish trust and credibility by focusing on facts, stories and real-world problems solved rather than vague self-promotion. Prioritize key information and write at a 5th-8th grade level for readability.
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Writing for the Web: Scanning, Credibility, Images
- 2. Introduction Who • Audience What • Message Why • Credibility How • Writing for the web • Effective images
- 3. What don’t people do on the web? • Read. • They scan instead. • F for fast.
- 4. What does it mean for us? • Provide content that can be scanned. • Avoid: “walls of text.” • Think: “at a glance.” • White space • Subheads • Bullets
- 5. What do people do on the web? In order of popularity • Email • Search • Get news • Buy products online • Use social media www.visioncreation.co.uk
- 6. Who is it for? • Know your audience.
- 7. What do you offer? • • • • • Information and news Education and instructions Entertainment Social connection Products and services
- 8. Why your site and not another? • • • • Credibility Trust Quality Rapport http://www.nateshivar.com/photos/
- 9. Readability • Simple: 5th to 8th grade reading level
- 10. Writing style • Clear: avoid jargon! “The exploitation of disciplinary boundaries may be seen as the authentication of localized small-group cultures.” “We're reaching out to leverage our ability to offer solutions. This low-hanging fruit is a game-changer, a no-brainer and a winwin situation. Let's touch base and take it to the next level!”
- 12. “Happy talk must die.” —Steve Krug • Don’t focus on how great you are with vague terms (“the best”) and self-congratulatory promotional writing. • Specify what makes you great! – Facts and stats – Stories – Real-world problems you solved
- 14. Images • Do they tell a story? • Avoid clutter! • Images needs to be compelling, distinctive, unusual, beautiful or eye-catching
- 15. Images should be compelling Photo by Kyle Spradley
- 17. Images can be unusual Photo by Steven Depolo. Photo Illustration by Aaron Duke
- 18. Or beautiful Photo by Kyle Spradley
- 19. In conclusion • • • • • Respond to your audience Understand your own message Affirm people’s trust Write for the web Use the strongest photos you can—or none at all if you only have weak ones
- 20. Thank you! Genevieve Howard howardg@missouri.edu Work web: cafnr.missouri.edu Personal web: genevievehoward.com Twitter: @HowGen
Notes de l'éditeur
- Of course the where is on the web!
- Two approaches to one business. Which is more effective? Try squinting.
- Never everyone! Demographics: age, gender, socioeconomic status, level of education. Psychographics: attitudes, beliefs, lifestyles, opinions. Geographic segmentation: zip code, county, state. Job segmentation: farmers, managers, small business people. Specialty segmentation: 45- to 55-year-old females with arthritis who own Toyota Camrys. Focus on the group or groups that are the best fit for your website. Older audience: big enough text! Good contrast, black on white!
- Are you a subject matter expert?
- Readability is important. We don’t pay attention on the web. Comprehension starts being compromised when content exceeds 7th grade reading level (average American reading level).
- Inverted or reverse pyramid. Say what’s important at the top! Remember the F for fast. Upper left-hand corner is your most valuable real estate.