Writing for the Web Module 2 Notes

  • Structure
    • how someone is going to read content
    • F scan – chunk information so people can scan more easily
    • nice heading, subheadings, shorts paras, bullet points

 

  • Relevant + Useful
    • looks at competitors
    • more research into what users want to get out of content
    • give practical advice
    • look at analytics – if people are linking to your site
    • social media if people are talking about content

 

  • Accurate + Credible
    • trusted content
    • have the expertise to be writing about that content
    • check with an expert if correct
    • research
    • David Ogilvy
    • review
    • reliable + believable

 

  • Current + Consistent
    • take things away that are out of date
    • think about when things will expire
    • is it still relevant?
    • consistent tone of voice
    • abbreviations and acronyms etc = consistent

 

  • Findable
    • how do people find your website?
      • search
      • links to your website
      • within website: navigation, internal links, website’s internal search

 

  • Scannable
    • F shaped pattern
    • chunks of content, headings, subheadings
    • summaries at the beginning
    • white space can make website more attractive to the eye = breathing room between content

 

  • Simple
    • plain english
    • short sentences + paragraphs
    • lists
    • graphics, tables, pictures
    • personal: I, us, we, you
    • match user’s knowledge, eg writing for a teen website
    • direct
    • verbs not nouns, eg ‘consider’ not ‘consideration’
    • inform don’t impress
    • examples + analogies

 

  • Interesting
    • personality
    • topical
    • present it in an interesting way, eg info graphics
    • don’t oversell, push user, have fluffy introductions or use jargon

 

  • Voice
    • personality
    • tense: present active
    • consistent across all channels

 

  • Writing Style
    • inverted pyramid
    • read content out loud to yourself – could you leave the page after one paragraph satisfied you have all the info?

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