Writing for the Web

AIM 2009Rob SwickTwitter/swicker

Overview

Topics Welcome to my Interweb! What is good web writing? Study: what matters? Content & structure Organization Authentic voice Search writing Specialize locations (email, social media)

Welcome to my Interweb!

Processing Web Copy people don’t read; they skim lower case letters more quickly processed ‘get it done’ copy over ‘marketese’ look to highlights to orient expect questions answered – now!

Welcome to my Interweb!

Good Web Writing is1.Concise2.Scannable 3.Well structured4.Authentic

Welcome to my Interweb!

Common errors...1.Flowery language2.Marketing speak3.Too few organizers4.Overly-long pages

Study: Does it really make a difference?

Four factors: 1.Objective text2.Scannable text3.Precise text4.Together

Measures

Using a core set of text the study showed how modifying text affected users: 1.Task Time – time to find answers2.Errors – on questions after3.Memory – memory for facts4.Time to Recall Structure – time to recall site org.5.Subjective Satisfaction

Standard TextNebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

0%

M1. Objective language Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

27%

M2. Scannable Layout Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:• Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge(86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446).

47%

M3. Concise text

In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.

58%

M4. Combined version

In 1996, six of the most-visited places in Nebraska were: •Fort Robinson State Park•Scotts Bluff National Monument•Arbor Lodge State Historical Park •Museum Carhenge Stuhr Museum of the Prairie Pioneer Buffalo Bill Ranch State Historical Park

124%

Results

Result summary (% improvement):•Objective 27%•Scannable 47%•Concise 58%•Combined 124%

None of these alone has even near the impact of all together.

Content and StructureSite Script Preparation: Site Map Site Page Content Outline May include

SEO meta tags Page visuals/media guide Graphic descriptions Other instructions Links Footer (if home page)

Creating Site Structure

Clear Content Structure

Know where the text is going!

Serif font San serif font

SEO: Research is Key

SEO Terms: Breadth & Planning

Home Page GoalsAnswer 3 Questions: Who are you? (am I in the right place?) Why are you good? (should I stay) What do you want me to do?

Social Media has Attitude

Voice changes depending on media:- art of short communication- community awareness is part of writing- authenticity even more important- more is more (multiplies)

Authentic Voice

Benefits of Authentic Voice Engages with emotion Direct Better search match More fact-oriented Higher trust level

Challenges ??

Email & CTAs

Some similar elements to home pages but:- More promotional- Skimmed- Focus, relevance vital (timely and anticipated)

Other important features:- Good subject line- CTA crucial/offers