First delivered in April 2010, this presentation/workshop was for an audience of web content providers at Newcastle University Careers Service. Covering the fundamentals of web writing, the presentation reinforces why writing for this medium needs a unique approach and delivers practical hints and tips for producing successful online content.

1. WRITING FOR THE Careers ServiceWEBsite

2. What this session will cover A bit of theory Practical exercises to sharpen your skills Some useful hints and tips And what it won’t... Google search = 66,600,000 results for ‘Writing for the Web’ (April 2010)

3. Nielson & Loranger (2006) With a few exceptions, people visit the Web for its utility, not its beauty. Having a visually appealing site is good, of course, but content is golden. After all, when people enter queries into search engines, they don’t type in aesthetic attributes – they’re looking for information. Good writing makes a huge difference in page views, time spent on a site, and sales. The essential rule of site usability holds for written content as much as it does for design: Customers choose clarity over confusion.

4. Know your site… Delivering information Providing a service (to ‘remote’ users) Acting as a portal (to other information sources) Promoting services Delivering news Providing a ‘call to action’ Managing expectations Av. 13,204 visitors per month over last year

5. Know your audience… Students International students Prospective students Ex-students (graduates!) Employers Engaged employers Prospective employers Staff Research staff Academic staff Support staff

6. ...And speak their language Avoid jargon Be international friendly Visitor versus organisation Visitor versus YOU Be relevant! Know your audience... AND WRITE FOR THEM!

7. Learning from journalism 1

9. Catch people ‘above the fold’

10. Start with a broad overview

13. Most users scan

15. Put most important info in first two paragraphs

17. Copy-editing exercises Exercise 1: 5 mins Exercise 2: 5 mins Exercise 3: 15 mins

18. Finding your voice First person “I” – informal and personal. Good for case studies and blogs. Second person “you” – conversational and inclusive. Speak directly to your audience. Good for giving instructions and advice. But take care not to patronise! Third person “he/she/one” – formal, authoritative and objective. Good for straight news stories.

19. Links... Are powerful! Hyperlinked text catches the reader’s eye Are helpful! Links aid to navigation. Remember, visitors don’t always arrive via the home page! Ensure links make sense out of context Keep text brief but descriptive Avoid ‘click here’

20. Think global Avoid idioms, metaphors, colloquialisms etc. Take extra care when using humour Keep grammar and syntax simple Use active voice Remember, some things get lost in translation…

21. Appearances count Emphasis – bold, but use sparingly, avoid italics, underline and CAPS Effective headings and sub headings Short paragraphs Lists (bullets are your friend) Left aligned text Use images to enhance and add value But we can’t control exactly how people view our web pages – e.g. Platform? Browser? Monitor size? Personal settings?

22. Check, please! Check spelling, punctuation and grammar Check for clarity and accuracy Eliminate redundancy Print out your work before proofing Get a second opinion!

23. REMEMBER THE SIX Cs… Mc Govern (2006) Who cares? Is it compelling? Is itclear? Is it complete? Is it concise? Is it correct?