Slides from my class on Writing for the Web at Betamore in March 2013. Check out my blog to sign up for the next class and get more resources: http://www.tracycgold.com/2013/03/8-awesome-web-writing-and-editing-resources.

1. Web Writing and
Editing Workshop
Tracy Gold
Content and Social Media Marketer
tracycgold.com
@tracycgold

2. Agenda
• Beating writer’s block
• Writing for your target audience
• Avoiding common grammar mistakes
• Editing constructively
• Optimizing for SEO and the web
• Writing awesome titles
• Writing calls to action

3. Writer’s Block

4. Free Writing Exercise
• Today I…
• The reason I’m writing right now is…
• The point of all this is…
• I hate it when…
• I like to…

5. How’d it go?

6. Other Techniques
• Write S!*$$y first drafts
• Skip the intro
• Write an outline
• Google for inspiration
• Change your setting
• Don’t look, just type

7. Know Your Audience

8. Know Your Audience
• What motivates them?
• Age?
• Gender?
• What do they do for work?
• What do they do for fun?

9. Establish Your Voice

10. Establish Your Voice
• What three words most describe your
brand?
• What tone best communicates that
brand?
o Authoritative?
o Serious?
o Playful?
o Determined?
o Passionate?

11. Establish Your Voice
• What “person” would you like to speak
in?
o First person singular (I): Not a good idea for an organization
o First person plural (we): Informal, but adds a friendly tone
o Second person (you): Informal, but can pull your readers
into your text
o Third person (Company Name): Formal, but clunky and stiff
• What are your pet peeves (or your
boss’ pet peeves)?
• Keep a running style guide

13. Common Mistake Quiz
Question 1:
Click the red button marked “Start” and
than enter your personal information.

14. Common Mistake Quiz
Answer 1:
Click the red button marked “Start” and
than enter your personal information.
Correct:
Click the red button marked “Start” and
then enter your personal information.

15. Common Mistake Quiz
Question 2:
Especially if you’re seeking a
promotion, its not a good idea to tell
your boss you think her shirt is ugly.

16. Common Mistake Quiz
Answer 2:
Especially if you’re seeking a promotion,
its not a good idea to tell your boss you
think her shirt is ugly.
Correct:
Especially if you’re seeking a promotion,
it’s not a good idea to tell your boss you
think her shirt is ugly.

17. Common Mistake Quiz
Question 3:
You’re online presence is important to
current and prospective students.

18. Common Mistake Quiz
Answer 3:
You’re online presence is important to
current and prospective students.
Correct:
Your online presence is important to
current and prospective students.

19. Common Mistake Quiz
Question 4:
At Unicorn Farm, we provide:
• Magic rides on unicorns
• Teaching unicorn care and grooming
• Pet a unicorn.
• How to tell nice unicorns from mean
ones

20. Common Mistake Quiz
Answer 4:
At Unicorn Farm, we provide:
• Magic rides on unicorns
• Lessons about unicorn grooming
• Petting sessions, which are great for
kids
• Advice on how to tell nice unicorns
from mean ones

21. Common Mistake Quiz
Question 5:
Peering up from the base of the
mountain, the peak seemed
unattainable.

22. Common Mistake Quiz
Answer 5:
Peering up from the base of the
mountain, the peak seemed
unattainable.
Correct:
As seen from the base of the
mountain, the peak seemed
unattainable.

23. So How Do You Catch
That Stuff?

24. Get Help! Don’t Be Your
Only Editor.

25. But For Your First Look…
• Step away from your writing
• Prepare to kill your darlings
• Focus on your audience
• Print for a different view
• Read your writing aloud

26. Editing Someone Else’s
Work
• Scan, then dive deep
• Give overall feedback—both positive
and negative
• Explain all changes with comments
• Suggest changes, don’t mandate
them
• Read aloud

27. Workshop

28. Optimizing for the Web
• Focus on readability
• Optimize for search
• Call to action

29. Readability
• Short paragraphs
• Headers
• No ALL CAPS
• Bold highlights
• Bullet points

30. Workshop

31. Search Optimization
• Don’t sacrifice readability for search
• Use Adwords’ keyword tool
• Focus on 1-2 key phrases
• Repeat every 100-200 words
• Include key phrases in page headers and
titles
• Link to other relevant pages on your
site/blog
• Check progress with a rank checker
• Refine URLs

32. Workshop

33. Writing Blog Post
Headlines
• Keep them short—under 65 characters
• Use keywords in the beginning
• Use numbered lists
• Use alliteration and rhyme
• Focus on clarity before cleverness
• Avoid person and brand names
• Use the second person

34. Workshop

35. Writing Meta Data
• Treat these as action-focused ad copy
• Keep your headline as your meta title if it’s
SEO optimized, if not, adjust
• Use an action word in your meta
description, such as “read” or “find out”
• Use your keyword in your meta
description
• Use a spreadsheet with character length
formulas to compose

36. Writing Calls to Action
• Make it obvious
• Use graphics
• Create urgency

39. Workshop

40. Questions
• Get in touch
o tracyc@tracycgold.com
o @tracycgold
• Resources and slides
o http://tracycgold.com/2013/03/8-awesome-web-
writing-and-editing-resources/

41. Image Credits
• http://www.planetofsuccess.com/blog/2010/how-
to-overcome-writers-block/
• http://www.flickr.com/photos/sashajelan/33800566
33/sizes/z/in/photostream/