Жюстин ТомсНоември 2015, НБУ

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Писане за уеб.В няколко прости правила.

Users SCAN the web (79%) Credibility is important Users detest promotional writing style Users read at most 28% of text

(Source: Jakob Nielsen's UseIt.com)

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Как хората четат от екран?

Медиа Цел Аудитория Съдържание Контекст

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Преди да пишеш – въпроси.

Write short

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Правило 1.

Пестеливо.Too many people want to put way too much on a

page, especially their home page.

Here’s one that didn’t. A successful company:

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Правило 2.

Раздробявай-- another way of saying

“writing short”Write small bits of

succinct copy.Why?Because readers scan

web copy.And because it takes

longer to read words on a screen.

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Правило 3.

Как да пишем умниЗаглавия и подзаглавия

1.Read your headline out loud.2.Get pumped up before you write3.Get to the point. Keep it simple.4.Write a bunch of headlines.5.Examine your subject.6.Write in one or two syllable words.

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Правило 4.

Clear is better than Clever.

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Links:

Create links rather than more copy whenever possible

Remember, readers will scan…

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Правило 5.

Is longer copy EVER OK on the web?

Yes.

But usually not on the first page.Because readers scan web copy.

Readers will go to long stuff if they really want it.

It’s better to start with something short. Then create a link to the longer piece. That’s what newspapers and CNN do.

You get to longer stuff with chunks and links and subheads.

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Правило 6.

Home Page◦ Subheads◦ List of related links ◦ Possibly images

Other Pages◦ Introductory topical paragraph (95% of

readers read)◦ List of related links◦ LOTS of subheads◦ Possibly images

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Правило 7.

Style/Tone◦ Use actions verbs◦ Write to your readers – use “you”◦ Write about your reader

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Правило 8.

Organization◦ Bullet and number lists

One or two lines 5-9 items per list

◦ Spacing Space between paragraphs or sentences

◦ Use heading styles to separate subhead categories

◦ Use columns to separate navigation and main text

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Правило 9.

Revise content with an eye for your audience and to keep content up to date

Edit for grammar and punctuation errors Proofread for typos

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Правило 10.

Readers usually SCAN web copy. So… write…1. Short: Write short -- short sentences, short

paragraphs.2. Chunks: Write in chunks.3. Subheads: Use subheads, not transitional words.4. Links: Use hyperlinks to provide more information.5. Use subheads, chunks and links to direct someone

to more details or longer pieces, first6. Contrast home page versus other pages7. Write to and about your reader using action verbs

and “you”8. Organize text using bullet and number lists,

spacing, heading styles, and columns9. Revise, edit, and proofread.

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Правилата отново.

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