Writing for the Web Module 2 Notes

  • Structure
    • how someone is going to read content
    • F scan – chunk information so people can scan more easily
    • nice heading, subheadings, shorts paras, bullet points

 

  • Relevant + Useful
    • looks at competitors
    • more research into what users want to get out of content
    • give practical advice
    • look at analytics – if people are linking to your site
    • social media if people are talking about content

 

  • Accurate + Credible
    • trusted content
    • have the expertise to be writing about that content
    • check with an expert if correct
    • research
    • David Ogilvy
    • review
    • reliable + believable

 

  • Current + Consistent
    • take things away that are out of date
    • think about when things will expire
    • is it still relevant?
    • consistent tone of voice
    • abbreviations and acronyms etc = consistent

 

  • Findable
    • how do people find your website?
      • search
      • links to your website
      • within website: navigation, internal links, website’s internal search

 

  • Scannable
    • F shaped pattern
    • chunks of content, headings, subheadings
    • summaries at the beginning
    • white space can make website more attractive to the eye = breathing room between content

 

  • Simple
    • plain english
    • short sentences + paragraphs
    • lists
    • graphics, tables, pictures
    • personal: I, us, we, you
    • match user’s knowledge, eg writing for a teen website
    • direct
    • verbs not nouns, eg ‘consider’ not ‘consideration’
    • inform don’t impress
    • examples + analogies

 

  • Interesting
    • personality
    • topical
    • present it in an interesting way, eg info graphics
    • don’t oversell, push user, have fluffy introductions or use jargon

 

  • Voice
    • personality
    • tense: present active
    • consistent across all channels

 

  • Writing Style
    • inverted pyramid
    • read content out loud to yourself – could you leave the page after one paragraph satisfied you have all the info?

My name is Zoe, and I'm currently studying Professional Communication at RMIT. This blog was set up as a part of my coursework for Networked Media.