Writing effectively for the web
Knowing your users
There is no one right or wrong way to present information online, much depends on your user, and how they absorb information.
We look at:
- How readers differ – accounting for surfers and users
- Who uses your website?
- Developing the right tone of voice
Reading online – the user experience
The difference between online and offline consumption of text
Principles of web writing
Writing for different interest levels
Techniques to produce targeted, relevant copy
How to take existing offline copy and turn it into accessible online copy that works
Examples of sentence and paragraph structure, heads and sells, thinking in screens
Workshop on:
- Sentence and paragraph structure
- Heads and sells
- The Inverted pyramid
- Signposting your copy
- Thinking in screens
- Non-linear formats
Enriching the online experience
Topicality, encouraging regular visits, email bulletins, RSS feeds.
Interaction: Calls to action, communities, e-commerce.
Evergreening copy to provide a maintenance-free archive on an important topic
Blogging
The value of blogs to a site. How to blog effectively.
How to enable users to blog but safeguard your site
Style guides, editing and proof-reading
Developing and implementing style guides.
Reducing errors and inconsistencies
The secrets of good proof reading
Duration: One day
