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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 ([email protected])– work: www.digitalev.com– micro-blog: www.ramseymohsen.com– video blogs: www.youtube.com/ramseymohsen– web: www.ramseym.com– email: [email protected]– aim: ramsey mohsen de
