Writing for the Web (content)

Writing for the Web.Ramsey Mohsen

Digital Evolution Group

• Full-service e-consultancy

• Founded in 1999 by three KU School of Business graduates

• Clients include New Balance, American Century Investments, Lockton Companies, Gordmans, Hallmark Corporation and the Kansas City Zoo

Print vs. Web?

• Why is it different?

• Web isn’t where you announce; it’s where you do.

• Website / Internet Structure 101

Goals

• Web Content Writing Considerations

• Headings and Headlines

• Various Content Tips

• Technical / Search Engine Considerations

• Questions

Web Content Writing

• “Inverted Pyramid”, conclusion first – then support it.

• Start with a short summary.

• Body copy should be succinct paragraphs.

• Minimal scroll below the “fold”

• Begin sentences with action-oriented verbs

• Call(s)-to-Action

Web Content Writing (cont.)

• “Shelf life” of content published online

• Arrival vs. Depature, “interlinked” content

• F-pattern scanning and the “two words” rule

Headings and Headlines

• Usability is greatest when users need fewer mental transformations to convert a sentence into actionable understanding

• Active Voice is best for most web content

• Content should be concise, easy to scan, and objective. Use one idea per paragraph.

• “Scannable Test” (headings, bullets, images)

• Front load everything

Additional Content Tips

• Numerals beat words when referring to specifics (e.g. “13” vs. “Thirteen”).

• Better to write a positive statement (“do X”) than a negative statement (“avoid Y”).

• Single page only optimized for 3-4 keywords.

• Do not link the phrase “click here”.

• Underline linked phrases and keywords.

Technical Considerations

• Page Titles and Descriptions

• Page Description

• Keywords

• Headings

• PPC vs. Organic

Thank You.Questions?

Contact Information

• Ramsey Mohsen – Consultant / Project Lead (mohsenr@digitalev.com)– work: www.digitalev.com– micro-blog: www.ramseymohsen.com– video blogs: www.youtube.com/ramseymohsen– web: www.ramseym.com– email: ramsey@ramseym.com– aim: ramsey mohsen de