writing web
DESCRIPTION
Writing for the Web: presented to HCA Gulf Coast marketing managers and staffTRANSCRIPT
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Presented to HCA Gulf Coast Division Feb. 18, 2010 By Jessica Johns Pool
Writing for the Web
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+Writing for the Web is different
Reading on a computer screen differs significantly from print Want information, facts Task oriented Scan, don’t read Non-linear presentation 4 second rule F-shaped
Why?
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+F-shaped tracking images
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+From UseIt.com
On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.
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+How to write for the Web
‘Bucket’ your information
Headlines do heavy lifting Factual, yet interesting Capture the scanner, draw them in Use keywords
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+Help the scanners
Inverted pyramid style
Use subheads, bullet points, numbered lists
Bold important words to draw readers through blocks of copy
Short, one-idea paragraphs
Short sentences
Hyperlinks
Techniques for every page
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+Ideal word counts
Regular web page (not a landing page) – 200-300 words
Landing page – 250-600 words
Headlines - 4 to 8 words
Sentences - 15 to 20 words
Paragraphs - 40 to 70 words
According to Gerry McGovern, web expert…
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+ 50% of visitors will read a 300-word page to the end, while only 5% will scan 1,000 words.
Gerry McGovern
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+HCA – old style
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+HCA – new style
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+Things to avoid
Italic: Hard to read on screen
Underline only hyperlinks
ALL CAPS
Trying to control too much
Dead-end pages
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+Search engine optimization
Elements the search engines analyze: Keywords Page titles Page descriptions Headers and subheaders Page content Hyperlinks within site
Easier to understand than you think
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+Search of HCA Houston
Page title
Page description
Keywords
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+HP. Home page Title: Xxxxxxx xxxxxxx. Specialists in Complex xxxxxxx Trials, Houston, Texas
Description: The attorneys of xxxx xxxxxx law firm are specialists in handling xxxxxx trials with multiple xxxxxx who seek damages from xxxxxx.
Keywords: xxxxx attorney Houston, xxxxx xxxxx attorney, zzzz xxxxx attorneys, xxxxxx trial firm
[global header]
xxxxxx zzzzzzzz
[global subhead]
Specialists in zzzzzz xxxxxx
[body copy]
xxxxxx zzzzzzz is a small, experienced and effective law firm that specializes in xxxxxx xxxxxxx and amounts exceeding $100 million. They often work in partnership with other
law firms on these cases and have the depth of resources needed to win….
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+How many keywords?
10-15 keywords per site
2-3 keywords per page (at the most) 4-8% keyword density
Long-tail vs. short-tail
Fewer than you probably think…
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+Finding keywords – Step 1
Consider: What will reader search for? Examples: Cancer vs. oncology Physician vs. doctor HCA vs. sign on the door
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+Finding keywords – Step 2
Check your keywords on these sites: Google AdWords –www.google.com/
sktool/# WordTracker -
freekeywords.wordtracker.com Hubspot Website Grader -
websitegrader.com/#ReportTop Wordstream.com Spacky.com (?)
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+Putting it all together
Short, factual, scannable copy
Include keywords Especially in headers, subheads and
hyperlinks
Link pages within the site
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+Helpful links
www.useit.com
www.copyblogger.com
www.websitemagazine.com