writing for web
DESCRIPTION
presentation for Knowledge Sharing + Capacity Development training, Integrated Seed Sector Development Programme in Ethiopia, Bahir Dar, Ethiopia, July 2012TRANSCRIPT
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
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
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
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
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
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
Enjoy your writing !
www.cdi.wur.nl