Effective Web WritingEffective Web Writing

April 2009 April 2009

2

OverviewOverview- Why Content Matters- Reading Online vs Print- Best Practices with Web Writing- Content Plan/Schedule- Other Strategies to Think About- HANDOUTS:

- Try This: 21 Items to Write About- Content Strategy Plan Chart- Top 10 List

- Q & A

- Why Content Matters- Reading Online vs Print- Best Practices with Web Writing- Content Plan/Schedule- Other Strategies to Think About- HANDOUTS:

- Try This: 21 Items to Write About- Content Strategy Plan Chart- Top 10 List

- Q & A

3

Launch of Perinatal Web siteLaunch of Perinatal Web site

- Inventory of Original Content- Outline of New Site- Site Questionnaire- Vendor: Forum One

- Requirements and Strategy- Architecture for 4 Audiences- Design and Layout - Graphics- Page Templates

- Photos- Style Guidelines- Added More Content and links- Continue to Update Regularly, Archive

- Inventory of Original Content- Outline of New Site- Site Questionnaire- Vendor: Forum One

- Requirements and Strategy- Architecture for 4 Audiences- Design and Layout - Graphics- Page Templates

- Photos- Style Guidelines- Added More Content and links- Continue to Update Regularly, Archive

www.aap.org/perinatalwww.aap.org/perinatal

JanuaryJanuary

20092009

4

Why Online?Why Online?- “Goal Driven”

- Active Medium Where Users are Engaged:

known as “Web 2.0”

- Task-orientated

- Think about the last few times you were online… what did you do?

- “Goal Driven”

- Active Medium Where Users are Engaged:

known as “Web 2.0”

- Task-orientated

- Think about the last few times you were online… what did you do?

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Basic Rules of Web WritingBasic Rules of Web Writing

- Write for your audience

- Follow Style Guidelines with consistency

- Write, rewrite, edit, proofread, test, and repeat

- Feedback is crucial

- “3-30-3-30 Rule”….. - 3 seconds- 30 seconds- 3 minutes- 30 minutes

- Write for your audience

- Follow Style Guidelines with consistency

- Write, rewrite, edit, proofread, test, and repeat

- Feedback is crucial

- “3-30-3-30 Rule”….. - 3 seconds- 30 seconds- 3 minutes- 30 minutes

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How Visitors Read OnlineHow Visitors Read Online- Scan text, not read.

- 79% of users scanned the page instead of reading word-for-word

- F-shaped pattern for eye-tracking

- Read 25% slower on screen than paper

- Reading level (50% US Adults - 8th grade)

- Monitor light puts strain on eyes, cannot read a long time, blink less often

- Scan text, not read.- 79% of users scanned the page instead of reading word-for-word

- F-shaped pattern for eye-tracking

- Read 25% slower on screen than paper

- Reading level (50% US Adults - 8th grade)

- Monitor light puts strain on eyes, cannot read a long time, blink less often

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How to Help Your VisitorsHow to Help Your Visitors- Provide meaningful headlines, titles, sub-heads

- avoid same word for all- focus on verb- short, clear, plain, accurate- do not use UPPERCASE- leave out article: A, An, The- don’t settle for just “Welcome”

- Highlight keywords, be specific with audience

- Words are very important, choose wisely

- Avoid buzzwords and jargon

- Provide meaningful headlines, titles, sub-heads- avoid same word for all- focus on verb- short, clear, plain, accurate- do not use UPPERCASE- leave out article: A, An, The- don’t settle for just “Welcome”

- Highlight keywords, be specific with audience

- Words are very important, choose wisely

- Avoid buzzwords and jargon

TEXTTEXT

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How to Help Your VisitorsHow to Help Your Visitors

- Subject-verb agreement

- Conversational, active voice

- Omit needless words

- Positive form

- Spell out acronyms first time

- Always check spelling!

- Subject-verb agreement

- Conversational, active voice

- Omit needless words

- Positive form

- Spell out acronyms first time

- Always check spelling!

PLAINPLAIN

ENGLISHENGLISH

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How to Help Your VisitorsHow to Help Your Visitors

- Use clear, short sentences

- Trim 50% of paper-based text

- “Separate” content pieces into chunks

- Avoid long words with multiple syllables

- Limit to max 3 scrolling pages

- Each paragraph is short (~ 4 sentences) with ONE idea

- Use clear, short sentences

- Trim 50% of paper-based text

- “Separate” content pieces into chunks

- Avoid long words with multiple syllables

- Limit to max 3 scrolling pages

- Each paragraph is short (~ 4 sentences) with ONE idea

BE CONCISEBE CONCISE

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How to Help Your VisitorsHow to Help Your Visitors

- Use indented bullet points and numbered lists

- Sub-points should have 3+ items

- Small, compelling photos

- Add variety of tables, diagrams, check lists, charts graphs, captions, overviews

- Include white space – it has a purpose

- Paragraph should not be full width of page

- “Readable” font: San Serif (Arial/Verdana) 10-12 pt

- Use indented bullet points and numbered lists

- Sub-points should have 3+ items

- Small, compelling photos

- Add variety of tables, diagrams, check lists, charts graphs, captions, overviews

- Include white space – it has a purpose

- Paragraph should not be full width of page

- “Readable” font: San Serif (Arial/Verdana) 10-12 pt

EASY SCANEASY SCAN

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How to Help Your VisitorsHow to Help Your Visitors- Place most relevant content at top

- Make next action clear

- Microcontent structure:- main idea- major points- minor points- series of sub-points

- Organize content on each page by…- task - audience- time - type of content- alpha - topic

- Place most relevant content at top

- Make next action clear

- Microcontent structure:- main idea- major points- minor points- series of sub-points

- Organize content on each page by…- task - audience- time - type of content- alpha - topic

IMPORTANCEIMPORTANCE

ON TOPON TOP

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Schedule for New ContentSchedule for New Content- Update on monthly basis

- Use “new” icon and identify date- Check links regularly- Ask for ideas

- Tell users when to expect new content

- Encourage repeat visits in future with lead-ins

- Best time of week to post new content: T, W, TH

- Update on monthly basis - Use “new” icon and identify date- Check links regularly- Ask for ideas

- Tell users when to expect new content

- Encourage repeat visits in future with lead-ins

- Best time of week to post new content: T, W, TH

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Other Items for DiscussionOther Items for Discussion

- Search optimization- AAP Meta Manager- External links TO Perinatal site- Title tags with links

- Connect print newsletter w/ site to drive online visits

- Donate button

- Social media – blog

- No page is an island; all connected

- Search optimization- AAP Meta Manager- External links TO Perinatal site- Title tags with links

- Connect print newsletter w/ site to drive online visits

- Donate button

- Social media – blog

- No page is an island; all connected

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More Items for Discussion…More Items for Discussion…

- Contact information on every page

- meaningful links (NOT “click here”)- under 8 words for link title- link keywords, not full sentence- link = promise

- Marketing of URL on all items

- Submit AAPNews and AAP News OnCall

- Contact information on every page

- meaningful links (NOT “click here”)- under 8 words for link title- link keywords, not full sentence- link = promise

- Marketing of URL on all items

- Submit AAPNews and AAP News OnCall

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Effective Web WritingEffective Web Writing

Thank You.

Let the discussion begin.

Any questions?

Thank You.

Let the discussion begin.

Any questions?