writing for the web - personal.utdallas.edu€¦ · writing for the web #1 – write for fast...
TRANSCRIPT
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Czarina Cando, MBAWeb Developer for Student Affairs
Writing for the Web
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design
codecontent
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“Content Is King”- Bill Gates
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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How are people viewing our websites?
State of the Web
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iPhone 2007
iPad
2010
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2012 Global Sales - mobile devices surpassed PCs
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Global Sales qz.com/145704/slides-mobile-is-eating-the-worldlukew.com/presos
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Global Sales qz.com/145704/slides-mobile-is-eating-the-worldlukew.com/presos
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MOBILE USAGE 2013 2014
All UT DallasWebsites 16% 19.7%
Student AffairsWebsites Only 18.7% 30.2%
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trending
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How do we write content for this?
Create good content that transcends platform.
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Create good content that transcends platform.
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Create good content that transcends
platform.
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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#1 Write for Fast Reading
People scan; they don’t read.
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#1 Write for Fast Reading
Start each paragraphwith the key idea.
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#1 Write for Fast Reading
Use short sentencesand paragraphs.
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#1 Write for Fast Reading
Try bullet points or numbered lists:• Easier to scan• Written concisely
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#1 Write for Fast Reading
Break up text to improve layout.
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Try to reduce your text by 50%
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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#2 Set the Right Tone of Voice
Student Affairs Websites:- help docs- contact pages- notifications- forms
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TONE helpful friendly specific
straightforward
READER’S FEELINGS confusion curiosity stress
anticipation
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TONE helpful friendly
straightforward specific
READER’S FEELINGS confusion curiosity stress
anticipation
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Write for an 8th-grade audience.
Avoid formal text,big words and jargon.
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Studies show that complex writing makes authors appear less intelligent
than simple writing.
Dr. Daniel Oppenheimer 2006 Nobel Prize Winner, Consequences of Erudite Vernacular Utilized Irrespective of Necessity:
Problems with using long words needlessly, Princeton University
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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#3 Create Information-Rich Signposts
Use good text on signpoststo pull readers in.
HEADLINE
SUMMARY
SUBHEADING
LINK
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HEADLINE#3 Create Information-Rich Signposts
Headlines:• Sum up content in a few words• Tell readers what they’ll get• Write headlines to stand alone
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Headlines show up on:• Google search results• Site menu items
Your headline is the first, perhaps only, impression you make on a prospective reader.
#3 Create Information-Rich Signposts
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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#4 Front-load Your Content
Readers lose interest quickly.
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Give a summary of the most important information at the beginning.
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This technique is called the inverted pyramid style.
Start with the conclusion:• Answers• Main points• Reason for the article
Who, What, When, Where, Why
Interesting facts, extra details
Least important information
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Writing for the Web#1 – Write for Fast Reading
#2 – Front-load Your Content
#3 – Set the Right Tone of Voice
#4 – Create Information-Rich Signposts
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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#5 Provide Detailed Information and Useful Images
Trim text with purpose.
Keep in-depth content accessible for readerswho want more.
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#5 Provide Detailed Information and Useful Images
AVOID stock photos.
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Instead, use authentic images that help tell the story.
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Writing for the Web#1 – Write for Fast Reading
#2 – Set the Right Tone of Voice
#3 – Create Information-Rich Signposts
#4 – Front-load Your Content
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content
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#6 Actively Manage Your Content
Content expires.
It’s dangerous to keep out of date content around.
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#6 Actively Manage Your Content
Set an expiration date on your contentat the time you write it.
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#6 Actively Manage Your Content
Review, make any necessary changes, then republish or remove the item.
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Check for broken links.
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Writing for the Web#1 – Write for Fast Reading
#2 – Create Information-Rich Signposts
#3 – Front-load Your Content
#4 – Set the Right Tone of Voice
#5 – Provide Detailed Information and Useful Images
#6 – Actively Manage Your Content