In this webinar you'll learn the rules of writing for the web, tips and tricks to help you follow those rules, and steps you can take to improve your website's content.
For a transcript of this webinar please visit: http://bit.ly/t7rG5N
3. Writing sample #1
“This is your town. This is your stage. Most grown-up
adventures start with these five words: Welcome to
fabulous [location]. Sleeping is optional, but you will need
a hotel room for costume changes.”
5. Writing sample #2
“Open 24 hours-a-day and festooned with Christmas
lights year-round, [company] is a little loco and a lot of
fun. We’ve got strolling musicians, a huge selection of
classic Tex-Mex dishes and the coldest beer in the
Mercado.”
7. Web writing
characteristics
• Welcoming - little/no insider language
• Up-front about focus and strengths
• Conversational, easy to read
• Brief and succinct
9. #10 - Know your audience and
focus on their needs
• What are they looking for?
• What steps do they want to take?
• What links do they need?
10. #9 - Say less
• Half the words of printed pieces
• Short paragraphs
• Meaningful headings and subheadings
• Bulleted lists
11. #8 - Most important info first
• Strong verbs, descriptive words
• Keywords in headings and subheadings
• Scrolling is bad...sometimes
12. #7 - Make it easy to scan
• Headings/subheadings should summarize content
• Make links to other pages obvious
• Make next steps obvious
• Blogging is a new style
13. #6 - Simplify punctuation
• Don’t use ALL CAPS
• Never underline
• Bold only when appropriate
• Rarely or never use italics
14. #5 - Rewrite, don’t re-purpose
• Adapt content to the web
• Press releases
15. #4 - Lose “insider” language
• Write with prospect in mind
• Minimize acronyms and hard-to-understand terms
16. #3 - Keep it current
• Outdated content is frustrating and reflects poorly
• Updated content keeps people coming back, and
helps with SEO
17. #2 - Edit and proof carefully
• Spelling and grammar
• Formatting and spacing
• Check links
18. #1 - Work with a team
• Marketing team
• Web team
• Create a style guide
19. The rules in action
[Company name], today published a framework for The pharmaceutical industry is changing — the days of
pharmaceutical companies to develop a new value proposition promotional push of features and benefits are over. It is
for sales into medical group practices. Available for download time for pharmaceutical companies to rethink their sales
through the [company's] website, the approach positions a strategies.
pharmaceutical component as the keystone to an entire
ecosystem of businesses marketing to physicians, creating a Today [company] published “[title],” a whitepaper we created
value-added network to improve the service of health. There to show pharmaceutical companies how to develop new
is an enduring "way of marketing" in the pharmaceutical strategies for selling to medical practices. These strategies
industry centered on promoting the features and benefits of focus on improving health services — for doctors and patients.
drug brands. Commercial models are designed and in turn
"optimized" to promotional response curves. A disconnect in “[title]” is available for download at companywebsite.com.
pharmaceutical brand management occurs when many
pharmaceuticals, particularly those for primary care or
chronic conditions, are perceived by the marketplace as
commodity inputs. In this kind of operating environment,
promotional push of features and benefits has reached its
productivity frontier. The traditional calculus becomes
obsolete.
20. Writing resources
• AP Stylebook - http://bit.ly/lJZdpH
• Grammar Girl
• Book - http://bit.ly/fwoqrJ
• Website - http://bit.ly/2BpH77
• Digett blog - digett.com/blog
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