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Class 6:Writing for Web,[object Object]
Landing Pages,[object Object]
Who does it better?,[object Object],B,[object Object],A,[object Object]
Landing Page Components,[object Object],[object Object]
A brief description of the offer/CTA
At least one supporting image
Supporting elements such as testimonials or security badges (Optional)
And most importantly, a form to capture information,[object Object]
Guidelines for Forms,[object Object],Landing Page,[object Object]
Writing for web
Writing for web
Writing for web
Bad Landing Page,[object Object],Why?,[object Object]
Writing for web
Case Study:,[object Object]
Writing for web
Writing for web
Writing for web
Landing Page Roulette,[object Object]
2,[object Object],1,[object Object],3,[object Object],4,[object Object],5,[object Object]
Search Engine Optimization,[object Object]
Eye Tracking,[object Object]
Authority,[object Object],and,[object Object],Relevance,[object Object]
Authority,[object Object],Inbound links,[object Object]
Authority,[object Object],How to get inbound links,[object Object],• Create high-quality, educational or entertaining content. If people like your content, they will naturally want to link to it. ,[object Object],• Submit your website to online directories (check out this list here). This is an easy way to start.,[object Object],• Write guest posts for other blogs. This is a win-win for both parties. People will want extra (quality) content from others and in exchange, it’s a great way to build inbound links.,[object Object],• And don’t borrow, beg, barter, bribe or buy links,[object Object]
Authority,[object Object],Anchor text,[object Object],UrkoDorronsoro,[object Object]
Relevance,[object Object],Keywords,[object Object],www.nogginbox.co.uk,[object Object]
Relevance,[object Object],Where to include keywords to up relevancy:,[object Object],[object Object]
Body content: Include them, but don't use them out of context, make sure they are relevant with the rest of your content.
Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag.
Include the keywords in the page URL and keep the URL clean.,[object Object]
Relevance,[object Object],Meta Tags and Descriptions,[object Object]
Relevance,[object Object],<title>Sunderland Athletic Store</title,[object Object],<meta name="Description" content=“Sports equipment and gear for all athletes. Specializing in running, soccer, football and tennis.”>,[object Object],<meta name="keywords" content=”sports, gear, uniforms, equiptment, running”>,[object Object]
Writing for web
http://pitchfork.com/features/grime-dubstep/,[object Object],http://dubstepfriday.com/,[object Object]
Http://twitter.com/erinsundee,[object Object],http://supportunitedway.org,[object Object],http://speakunited.org,[object Object]
Writing for web
Style,[object Object]
Questions to ask yourself,[object Object],Will people know what I do within seconds?,[object Object],Will they understand what page they're on and what it's about?,[object Object],Will they know what to do next?,[object Object],Why should they buy/subscribe/download from this site instead of from someone else,[object Object]
Web vs. Print,[object Object]
Web writing best practice: Short,[object Object],SHORT (but effective),[object Object],Guidelines,[object Object],Headlines:  5 words or less,[object Object],Sentences: Ten words or less,[object Object],Body text: 40 to 70 words,[object Object],Bullets and sub headers,[object Object]
In ultrices ullamcorper auctor. In hac habitasse platea dictumst. Nulla vitae ante nec justo lacinia blandit. Vestibulum interdum, dolor eget porttitor gravida, augue lectus feugiat metus, ac rutrum metus diam sit amet lectus. Duis tellus tellus, ornare sit amet suscipit ac, amet White Space: Often, less is more. rhoncus et at felis. Vivamus malesuada mauris a massa convallis placerat. Maecenas tellus elit, dapibus non tristique non, eleifend id mauris. Nulla et sapien erat, in lacinia ligula. In tellus augue, varius pharetra feugiat sit amet, ornare a dolor. Integer pharetra cursus nulla, eu cursus eros cursus id. Proin volutpat, mauris sit amet tempor congue, nulla purus feugiat justo, gravida placerat nibh arcu.,[object Object]
White Space: Often, less is more.,[object Object]
Writing for web
Web writing best practice: Make it actionable,[object Object],Actionable,[object Object]
Web writing best practice: Clear Hierarchy,[object Object],Hierarchy of information,[object Object],What makes content ,[object Object],stand out?,[object Object],Heading 1,[object Object],Heading 2,[object Object],Heading 3,[object Object],Heading 4,[object Object], Size,[object Object], Color,[object Object], Contrast,[object Object], Shape,[object Object], Position,[object Object], Whitespace,[object Object]
Web writing best practice: Clear Hierarchy,[object Object],Headlines, sub headlines and bullets,[object Object],Headline: The most important,[object Object],Subheadline: A step down,[object Object],Bullets:,[object Object],[object Object]
 And this one! It’s awesome.
 Here’s another. Isn’t this site smart? ,[object Object]
Web writing best practice: Scanable,[object Object],Scanable,[object Object],users spend 4.4 seconds for every extra 100 words on a page,[object Object]
Web writing best practice: Make it Accessible,[object Object],Accessible,[object Object],According to the U.S. Department of Education's National Assessment of Adult Literacy, 43% of the U.S. population has low literacy.  ,[object Object],Based on the available information about Internet participation at different education levels, experts estimate that 40% of Web users have low literacy.  ,[object Object]
Web writing best practice: Clarity,[object Object],Avoid Gobbledygook,[object Object]
Web writing best practice: Shareable,[object Object],Shareable,[object Object],http://www.youtube.com/watch?v=6gmP4nk0EOE,[object Object]
usability,[object Object]
Assignment,[object Object],Create a website homepage, subpage or landing page. Please also submit a list of keywords.  ,[object Object],Graded on SEO, strength of writing, grammar and usability.,[object Object],BLOG!  ( 9 blogs total 8 weeks left),[object Object]
Writing for web
Writing for web
Best and Worst Practices,[object Object]
PPC,[object Object]

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Writing for web

  • 1.
  • 2.
  • 3.
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  • 5. A brief description of the offer/CTA
  • 6. At least one supporting image
  • 7. Supporting elements such as testimonials or security badges (Optional)
  • 8.
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  • 15.
  • 19.
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  • 29. Body content: Include them, but don't use them out of context, make sure they are relevant with the rest of your content.
  • 30. Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag.
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  • 48. And this one! It’s awesome.
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Notes de l'éditeur

  1. • A headline and (optional) sub-headline• A brief description of the offer/CTA• At least one supporting image• (Optional) supporting elements such as testimonials or security badges• And most importantly, a form to capture informatio
  2. http://takeadvantageoffacebook.com/make-money-on-facebook/wp-content/uploads/2009/12/landingpage2.jpg
  3. http://www.cdfnetworks.com/images/lp1.jpghttp://unbounce.com/photos/webtrends-th.jpghttp://unbounce.com/landing-page-examples/your-landing-page-sucks/http://www.rosekennedygreenway.org/donate/http://www.optical4less.com/http://unbounce.com/photos/webtrends.gif
  4. Off-page search engine optimization (SEO) is the most important factor to increasing your ranking results. Off-Page SEO is about building inbound links, essentially getting other quality websites to link back to you.
  5. ) Anchor Text: This this the textual representation of your hyperlink. For example the anchor text for this link is &quot;this link,&quot; and the hyperlink is &quot;http://www.hubspot.com.&quot; Anchor text is important because most major search engines use it to determine what keywords are relevant to a page. For example, if you want to rank for the term &quot;Orange Widgets,&quot; then you should try to get as many links as you can with &quot;Orange Widgets&quot; as the anchor text. 
  6. Pick a primary keyword for each page and focus on optimizing that page for that word. If you oversaturate a page with too many keywords on one page, the page will lose its importance and authority because search engines won’t have a clear idea of what the page is about. This is very common on homepages in particular, where too many keywords are used.
  7. While this may be the least sexiest component of SEO, it is a definite must-have. A Meta Tag is a line of code that is contained in the background of a web page. Search engines look at meta tags to learn more about what the page is about.Meta tags don’t quite have the level of SEO importance as they use to but are still very important
  8. http://www.lonelyplanet.com/usa/rocky-mountains/boulder/things-to-do
  9. Proper use of colors: Use the right colors for your audience and to draw attention to select elements. Don’t try to make everything jump out. The result will be just the opposite – nothing will stand out. Avoid a chaotic mix of colors on your website and instead pick two to four colors for your template and marketing materials.• Animations, gadgets and media: Avoid anything unnecessary. Using Flash animations because they look cool is the wrong strategy. In most cases it’s best not to use animated background or background music. Only use media and animations to help support content and information.