presentation for Knowledge Sharing + Capacity Development training, Integrated Seed Sector Development Programme in Ethiopia, Bahir Dar, Ethiopia, July 2012

1. Writing for Web
Mirjam Schaap
Wageningen UR Centre for Development Innovation (CDI)
Knowledge Sharing + Capacity Development training
Integrated Seed Sector Development Programme in Ethiopia,
Bahir Dar, Ethiopia, July 2012

2. Web content - it’s about them, not about you
 Know your reader and write for them
 Scannable pages: headings/emphasis
 Active voice: the subject acts
 Reverse pyramid
most important / newsworthy info
supporting information
background
 Front loaded paragraphs (conclusion first)
 One idea per paragraph

3. Headings
 Most important content you write
 Used by readers to scan
 Used by search engines to rank relevance
 Strong descriptive headings
 less than 8 words
 include the most important keywords
 Cut out adjectives and prepositions (and, the, a, of)
 Be clear and precise

4. Content
 Keep content short, get to the point
 Emphasize important words
 Write for how people search
 Recommended lengths
 Headings: 8 words or less
 Summaries: 50 words or less
 Sentences: 15-20 words
 Paragraphs: 40-70 words
 Webpage: 500 words or less

5. Good Summaries
 Objective: to make people want to read on;
 Use it for lead
 listed on overview pages
 start of your webpage
 Punchy + factual
 who, what, where, when, how
 less than 50 words

6. Edit, edit, edit
 “So what?“ test: why should reader listen to you?
 30-50% of time it took to write content
 Is it clear?
 Is it necessary - “kill your babies”?
 Is there a shorter way to say this?
 Is there a simpler way to say this?
 Grammar + spell check: leave for last

7. Enjoy your writing !
www.cdi.wur.nl