Presentation given to the AIGA Arizona's Web 101 class by Kim Higdon on October 28, 2010

1. WEB101
Web Design for Everyone

2. Our Topic!
Writing for the
Web

3. Before we can learn
about writing for
the web...

4. We need to
understanding
reading on the web.

5. How do people read
on the Web?
They don’t!

6. How do people read
on the Web?
They read 18% of
what you write.

7. Which means...
• People are scanning
• So make your text scannable
• Bulleted lists, headings, highlighted
keywords, short paragraphs
• 1/2 the word count
• Make it worth reading

8. How people look at
your website
• No one reads anything thoroughly
• State the important stuff right away
• Start subheads with vital information
• Make it scannable!

9. How people look at
your website

10. Who reads your
website
• Write for a 6th grade reading level on
certain pages
• Write for 8th grade reading level on
others
• Prioritize information
• Improving usability for low-literacy users
increases usability for everyone

11. Now, onto the
writing!

12. Print vs. web:
FIGHT!
• Headlines
• Keywords
• Storytelling vs. actionable
• Linear vs. non-linear
• Actionably needy

13. Taglines
• Support the logo in telling a user where
they are
• Ask yourself two questions
• Exercise time!

14. Can you match the
tagline to the company?
Companies:
A. Lucent
B. ZDNET
C. Sun Microsystems
D. Oracle
Taglines:
1. The network is the
computer
2. Software powers the
internet
3. Where technology means
business
4. Creating value through
true convergence

15. Taglines: good

16. Active Voice
• Kim loves writing.
• Writing is loved by Kim.
• Gets to the point faster
• Positive statements (do this vs. avoid
doing this)
• Occasions for passive voice (SEO)

17. Repetition
• No more than 2 times
• Say it differently
• Not to be used for SEO

18. Repetition: good

19. Repetition: bad

20. Headlines
• Not an easy feat
• Keep ‘em short
• Keep ‘em rich in information
• Make sure they’re understood out of
context
• Predictable: break trust and you lose.

21. Headlines: good

22. Headlines: bad

23. Keywords
• People all use the same words
• “Short words are the best and old words
when short are the best of all” - Winston
Churchill
• Tie new words with old words
• Use trigger words

24. Keywords
Corporate Real person
Price estimate Quote
Investment Price/Rate
Apply for an account Open account
Fees Costs

25. Numbers
• What you learned in high school doesn’t
apply to the Web
• Always use digits, not letters, no matter
what
• Oh, except when numbers don’t mean
specific facts

26. Hypertext links
• Use plain language
• Use specific terminology
• Front load action and user items
• Be clear about what’s behind the link
• Make sure it’s different from other links
• Don’t mislead or promise too much

27. Hypertext links:
good

28. Hypertext links:
bad
We’re positioned in the ‘Leaders’ Quadrant for printers and MFPs
Learn more about the Gartner Magic Quadrant distinction

29. Microcopy
• Buttons
• Form fields
• Instructions
• Branding
• URLs
• Email addresses

30. Microcopy: buttons
• Mix ‘em up
• Be descriptive
• Be informative
• Repeat information, differently
• Have fun!

31. Microcopy: buttons

32. Microcopy: buttons

33. Microcopy:
instructions

34. Microcopy:
branding