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Writing For The Web
1.
Writing For The
Web How to Communicate Effectively Online
2.
3.
4.
5.
6.
Structure
7.
8.
1. Keep Content
Scannable Eye tracking data shows that users often scan in an F-shaped pattern: two horizontal stripes followed by a vertical stripe.
9.
How’d they do
that? Then: Now: Very Expensive Camera
10.
11.
12.
The Inverted Pyramid
1. Keep Content Scannable:
13.
14.
15.
16.
17.
18.
19.
20.
Voice
21.
22.
23.
24.
25.
Style Guide:
Forget Your High School English Teacher’s Rule Book (Not all of it! Just the tedious bits!)
26.
27.
28.
29.
30.
31.
32.
Content Types
33.
34.
35.
36.
37.
38.
39.
40.
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42.
43.
44.
45.
46.
Remember: Web
users don’t read. They Scan !
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