SlideShare uma empresa Scribd logo
1 de 29
Writing for the web Philippa Costigan Kelly Gardiner Web Services Team ‘ Title’on this keyline. Arial Bold 36 pts
What the hell would we know? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How people find content ,[object Object],[object Object],[object Object]
How people read content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
[object Object],[object Object],[object Object],79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.   - Jakob Nielsen
Understand your audience ,[object Object],[object Object],[object Object],[object Object]
What’s the point? ,[object Object],[object Object],[object Object]
Your website is not a murder mystery...  Short, sharp, second person and active; that's web content. Get to the point. Then stop.   - Gerry McGovern
Voice and tone ,[object Object],[object Object],[object Object],[object Object],[object Object]
Varying your voice ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Inverted pyramid ,[object Object],[object Object],[object Object]
How to be concise ,[object Object],[object Object],[object Object]
Page lengths ,[object Object],[object Object],[object Object],[object Object],[object Object]
Chunking ,[object Object],[object Object],[object Object]
Page structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Headlines ,[object Object],[object Object],[object Object]
[object Object],[object Object]
Metadata ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Page title Summary
Page title
 
Links ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Context links
Editing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Peer editing ,[object Object],[object Object],[object Object],[object Object],[object Object]
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mais conteúdo relacionado

Mais procurados

#WCFay 2015 Writing online for beginners (WordPress emphasis)
#WCFay 2015 Writing online for beginners (WordPress emphasis)#WCFay 2015 Writing online for beginners (WordPress emphasis)
#WCFay 2015 Writing online for beginners (WordPress emphasis)Jamie's Notebook
 
Search Engine Optimization Class-4
Search Engine Optimization Class-4Search Engine Optimization Class-4
Search Engine Optimization Class-4M. Towfiqul Arafat
 
Web Usability Content Design
Web Usability   Content DesignWeb Usability   Content Design
Web Usability Content DesignOvidiu Von M
 
Digital media and medieval studies
Digital media and medieval studiesDigital media and medieval studies
Digital media and medieval studiesOxfordlibrary
 
Blogging For Business With Social Networks 2010 Edition
Blogging For Business With Social Networks   2010 EditionBlogging For Business With Social Networks   2010 Edition
Blogging For Business With Social Networks 2010 EditionSocial Jack
 
#WCKC The Beginner's Guide to Writing in WordPress
#WCKC The Beginner's Guide to Writing in WordPress#WCKC The Beginner's Guide to Writing in WordPress
#WCKC The Beginner's Guide to Writing in WordPressJamie's Notebook
 
Tendenci for Business: CMS and Newsletters
Tendenci for Business:  CMS and NewslettersTendenci for Business:  CMS and Newsletters
Tendenci for Business: CMS and NewslettersKatie Laird
 
Planning Your Website
Planning Your WebsitePlanning Your Website
Planning Your WebsiteSteven Cahill
 
Content Writing Is Sexy And How To Get Some Sugar
Content Writing Is Sexy And How To Get Some SugarContent Writing Is Sexy And How To Get Some Sugar
Content Writing Is Sexy And How To Get Some SugarLawrence Tam
 
Writing for the web
Writing for the web Writing for the web
Writing for the web Ani Moller
 
Stuff what we're doing at Edge Hill University
Stuff what we're doing at Edge Hill UniversityStuff what we're doing at Edge Hill University
Stuff what we're doing at Edge Hill UniversityMichael Nolan
 
Intro to Newsletters And Blogging
Intro to Newsletters And BloggingIntro to Newsletters And Blogging
Intro to Newsletters And BloggingCatherine Morgan
 
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014Intranet Now
 
Search Engine Optimization Class-7
Search Engine Optimization Class-7Search Engine Optimization Class-7
Search Engine Optimization Class-7M. Towfiqul Arafat
 
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @WedgeSmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @WedgeSmallWorlders
 
Writing For The Web
Writing For The WebWriting For The Web
Writing For The WebJane Woodley
 
Intranet content tactics
Intranet content tacticsIntranet content tactics
Intranet content tacticsIntranet Now
 
How To Get 1000 Unique Visitors For Your Blog Per Month?
How To Get 1000 Unique Visitors For Your Blog Per Month?How To Get 1000 Unique Visitors For Your Blog Per Month?
How To Get 1000 Unique Visitors For Your Blog Per Month?Indian SEO Company
 

Mais procurados (20)

Making social media work, building on line community
Making social media work, building on line communityMaking social media work, building on line community
Making social media work, building on line community
 
#WCFay 2015 Writing online for beginners (WordPress emphasis)
#WCFay 2015 Writing online for beginners (WordPress emphasis)#WCFay 2015 Writing online for beginners (WordPress emphasis)
#WCFay 2015 Writing online for beginners (WordPress emphasis)
 
Search Engine Optimization Class-4
Search Engine Optimization Class-4Search Engine Optimization Class-4
Search Engine Optimization Class-4
 
Web Usability Content Design
Web Usability   Content DesignWeb Usability   Content Design
Web Usability Content Design
 
Seo And Content 100809
Seo And Content 100809Seo And Content 100809
Seo And Content 100809
 
Digital media and medieval studies
Digital media and medieval studiesDigital media and medieval studies
Digital media and medieval studies
 
Blogging For Business With Social Networks 2010 Edition
Blogging For Business With Social Networks   2010 EditionBlogging For Business With Social Networks   2010 Edition
Blogging For Business With Social Networks 2010 Edition
 
#WCKC The Beginner's Guide to Writing in WordPress
#WCKC The Beginner's Guide to Writing in WordPress#WCKC The Beginner's Guide to Writing in WordPress
#WCKC The Beginner's Guide to Writing in WordPress
 
Tendenci for Business: CMS and Newsletters
Tendenci for Business:  CMS and NewslettersTendenci for Business:  CMS and Newsletters
Tendenci for Business: CMS and Newsletters
 
Planning Your Website
Planning Your WebsitePlanning Your Website
Planning Your Website
 
Content Writing Is Sexy And How To Get Some Sugar
Content Writing Is Sexy And How To Get Some SugarContent Writing Is Sexy And How To Get Some Sugar
Content Writing Is Sexy And How To Get Some Sugar
 
Writing for the web
Writing for the web Writing for the web
Writing for the web
 
Stuff what we're doing at Edge Hill University
Stuff what we're doing at Edge Hill UniversityStuff what we're doing at Edge Hill University
Stuff what we're doing at Edge Hill University
 
Intro to Newsletters And Blogging
Intro to Newsletters And BloggingIntro to Newsletters And Blogging
Intro to Newsletters And Blogging
 
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
 
Search Engine Optimization Class-7
Search Engine Optimization Class-7Search Engine Optimization Class-7
Search Engine Optimization Class-7
 
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @WedgeSmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
 
Writing For The Web
Writing For The WebWriting For The Web
Writing For The Web
 
Intranet content tactics
Intranet content tacticsIntranet content tactics
Intranet content tactics
 
How To Get 1000 Unique Visitors For Your Blog Per Month?
How To Get 1000 Unique Visitors For Your Blog Per Month?How To Get 1000 Unique Visitors For Your Blog Per Month?
How To Get 1000 Unique Visitors For Your Blog Per Month?
 

Semelhante a Writing For The Web

Writing For The Web - NDF UnConference Day December 2007
Writing For The Web - NDF UnConference Day December 2007Writing For The Web - NDF UnConference Day December 2007
Writing For The Web - NDF UnConference Day December 2007bestof3
 
Writing For The Web
Writing For The Web Writing For The Web
Writing For The Web bestof3
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the WebAndrew Yardy
 
Best to write Content! Basic rules to content writing
Best to write Content! Basic rules to content writingBest to write Content! Basic rules to content writing
Best to write Content! Basic rules to content writingPriyankka Deoo
 
Writing-Best-Practices
Writing-Best-PracticesWriting-Best-Practices
Writing-Best-PracticesCandace Loya
 
Anyone Can Write: Writing for Content
Anyone Can Write: Writing for ContentAnyone Can Write: Writing for Content
Anyone Can Write: Writing for ContentCandace Loya
 
Writingfortheweb
WritingforthewebWritingfortheweb
WritingforthewebChris Adams
 
Internal Com Intranet Writing For The Web S Barratt
Internal Com Intranet Writing For The Web S BarrattInternal Com Intranet Writing For The Web S Barratt
Internal Com Intranet Writing For The Web S BarrattDISUJO
 
SEO Copywriting that Rocks - MinneWebCon 2010
SEO Copywriting that Rocks - MinneWebCon 2010SEO Copywriting that Rocks - MinneWebCon 2010
SEO Copywriting that Rocks - MinneWebCon 2010Plaudit Design
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the Web4Good.org
 
Letting go of the words – an overview
Letting go of the words – an overviewLetting go of the words – an overview
Letting go of the words – an overviewguesta87e6a
 
Letting go of the words – an overview
Letting go of the words – an overviewLetting go of the words – an overview
Letting go of the words – an overviewPerceptive Analytics
 
5 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 2009
5 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 20095 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 2009
5 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 2009Neil Foote
 

Semelhante a Writing For The Web (20)

Writing For The Web - NDF UnConference Day December 2007
Writing For The Web - NDF UnConference Day December 2007Writing For The Web - NDF UnConference Day December 2007
Writing For The Web - NDF UnConference Day December 2007
 
Writing For The Web
Writing For The Web Writing For The Web
Writing For The Web
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the Web
 
Writing for the web
Writing for the webWriting for the web
Writing for the web
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the Web
 
Best to write Content! Basic rules to content writing
Best to write Content! Basic rules to content writingBest to write Content! Basic rules to content writing
Best to write Content! Basic rules to content writing
 
Writing For The Web
Writing For The WebWriting For The Web
Writing For The Web
 
Writing-Best-Practices
Writing-Best-PracticesWriting-Best-Practices
Writing-Best-Practices
 
Anyone Can Write: Writing for Content
Anyone Can Write: Writing for ContentAnyone Can Write: Writing for Content
Anyone Can Write: Writing for Content
 
Writingfortheweb
WritingforthewebWritingfortheweb
Writingfortheweb
 
Writing for Blogs
Writing for BlogsWriting for Blogs
Writing for Blogs
 
Internal Com Intranet Writing For The Web S Barratt
Internal Com Intranet Writing For The Web S BarrattInternal Com Intranet Writing For The Web S Barratt
Internal Com Intranet Writing For The Web S Barratt
 
Web based writing
Web based writing Web based writing
Web based writing
 
SEO Copywriting that Rocks - MinneWebCon 2010
SEO Copywriting that Rocks - MinneWebCon 2010SEO Copywriting that Rocks - MinneWebCon 2010
SEO Copywriting that Rocks - MinneWebCon 2010
 
Blogging
BloggingBlogging
Blogging
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the Web
 
Website best-practices
Website best-practicesWebsite best-practices
Website best-practices
 
Letting go of the words – an overview
Letting go of the words – an overviewLetting go of the words – an overview
Letting go of the words – an overview
 
Letting go of the words – an overview
Letting go of the words – an overviewLetting go of the words – an overview
Letting go of the words – an overview
 
5 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 2009
5 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 20095 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 2009
5 Feb 09 Online Journalism – Multimedia Packages&Writing Class Notes Feb5 2009
 

Último

TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024Lonnie McRorey
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc
 
Scanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsScanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsRizwan Syed
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024BookNet Canada
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxLoriGlavin3
 
Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Mattias Andersson
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsPixlogix Infotech
 
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxLoriGlavin3
 
DSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningDSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningLars Bell
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek SchlawackFwdays
 
unit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxunit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxBkGupta21
 
Moving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfMoving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfLoriGlavin3
 
What is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdfWhat is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdfMounikaPolabathina
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr BaganFwdays
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionDilum Bandara
 
Unraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdfUnraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdfAlex Barbosa Coqueiro
 
SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024Lorenzo Miniero
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 3652toLead Limited
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brandgvaughan
 

Último (20)

TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
 
Scanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsScanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL Certs
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
 
Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and Cons
 
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
 
DSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningDSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine Tuning
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
 
unit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxunit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptx
 
Moving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfMoving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdf
 
DMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special EditionDMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special Edition
 
What is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdfWhat is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdf
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An Introduction
 
Unraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdfUnraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdf
 
SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brand
 

Writing For The Web