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Advanced Writing for the Web   Leslie O’Flahavan, E-WRITE Library of Congress May 23, 2011
Course overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The traits of high-ROI web content ,[object Object],[object Object],[object Object],[object Object]
High-ROI content reduces the workload of the people who write or maintain it ,[object Object],[object Object],[object Object]
How well will this content reduce the workload for staff in the Department Human Resources?
Is this page better at reducing workload for staff?
High-ROI web content is transactional; users can act on it ,[object Object],[object Object],[object Object]
Provide a birds-eye view of the task before the detailed steps
Make the task scannable
Make the task easy to scan
Clear name; useful sample
Clear overview, link to background
Look for opportunities to use links to shorten tasks
Put some task substance into the web content; don’t lock everything in the PDF
Good balance between web content and PDF
High-ROI web content can be found by search engines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How well can the search engine find this county Trash page?
How well can the search engine find this county Trash page?
Revise this Trash page to make it easier for search engines to find
High-ROI web content brings in “revenue” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web content that brings in revenue
Pay online for exhibit space = $$$
Other types of revenue:  Who links to me?
Who links to me?
Enough links? The right ones?
How to write specific types of web pages ,[object Object],[object Object],[object Object]
Two E-WRITE FAQs projects ,[object Object],[object Object]
T.A.N.’s help content before FAQs
T.A.N.’s first FAQs page
T.A.N. FAQs reduced e-mail volume
T.A.N. FAQs today
“Old” EIA FAQs
EIA FAQs today
Problem: Too many FAQs
Problem: Chaotic FAQs
Problem: Unanswered questions ,[object Object],[object Object]
Problem: Vague questions ,[object Object],[object Object]
Problem: Dead-end answers  ,[object Object],[object Object]
Standards for writing FAQs ,[object Object],[object Object],[object Object],[object Object],[object Object]
Choose the appropriate question word ,[object Object],[object Object],[object Object]
Review the question words for CDC’s Anthrax FAQs
CDCs Anthrax FAQs today
Organize FAQs in a way that’s easy for the user to grasp   ,[object Object],[object Object],[object Object],[object Object],[object Object]
Organized FAQs?
FAQs organized by user
FAQs organized by category and keyword
Label FAQ categories clearly
Improve these FAQ categories
Trademark FAQs today
Position the FAQs section near other kinds of help
Integrate user questions into page content throughout the site
Deep link answers to other relevant information at the site ,[object Object],[object Object],[object Object]
Write concisely:  Answer first, then link to detail
Discuss this FAQs page
Grouped FAQs
Pages that list bibliographies and guides ,[object Object],[object Object],[object Object]
How is this Guides page difficult to use?
Is the new Subject Guides page better?
Improve this Bibliographies and Guides page
Steps to making this page easier to use?
Home page for your department or program  ,[object Object],[object Object],[object Object],[object Object]
What works at this Program home page? What doesn’t?
Is this a better Preservation home page?
Improve this Preservation program page
How (and why) to do a content inventory
Why do a content inventory or audit? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Once you know what you have, think about what your content costs you ,[object Object],[object Object],[object Object],[object Object],[object Object]
What does your web content “pay” you? Can you measure what you get? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identify, and stop publishing, content that lacks “I” - investment ,[object Object],[object Object],[object Object],[object Object]
How to identify content that’s likely to have a low ROI… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Use metrics to identify content with a low ROI ,[object Object]
Advice from Webcontent.gov ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web log data from 2005: HHS’s Frequently Asked Questions
Strategies for explaining to management why you need to spend time on your content
Contact information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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E write - loc advanced writing for the web 23 may2011

Notas do Editor

  1. http://www.charlescounty.org/hr/
  2. http://www.cabq.gov/jobs/
  3. http://www.archives.gov/veterans/military-service-records/
  4. http://www.irs.gov/privacy/article/0,,id=183505,00.html
  5. http://www.sec.gov/answers/publicdocs.htm
  6. http://www.ftc.gov/bcp/edu/pubs/consumer/credit/cre21.shtm
  7. http://www.benefits.va.gov/homeloans/eligibility.asp
  8. http://www.fda.gov/AboutFDA/ContactFDA/ReportaProblem/default.htm
  9. http://buprenorphine.samhsa.gov/howto.html
  10. http://www.irs.gov/individuals/article/0,,id=110571,00.html
  11. http://www.co.henrico.va.us/departments/utility/solid-waste/automated-trash-collections/
  12. http://www.baltimorecountymd.gov/Agencies/publicworks/solid_waste/trash.html
  13. http://www.fairfaxcounty.gov/living/recycling/
  14. http://www.ala.org/ala/mgrps/divs/alcts/confevents/upcoming/webcourse/fpres/ol_templ.cfm
  15. http://shop.delaware.gov/index.php?cPath=124_136
  16. http://www.doh.wa.gov/cfh/heart_stroke/ http://www.doh.wa.gov/cfh/heart_stroke/
  17. http://www.google.com/#sclient=psy&hl=en&source=hp&q=linkto:+http%3A%2F%2Fwww.doh.wa.gov%2Fcfh%2Fheart_stroke%2F&aq=f&aqi=&aql=f&oq=&pbx=1&bav=on.2,or.r_gc.r_pw.&fp=e4d813b43c7d221c
  18. http://tonto.eia.doe.gov/ask/faq.asp
  19. http://www.gortonsfreshseafood.com/CustomerCare/FAQS/General.aspx
  20. http://www.navy.com/about/navylife/onduty/blueangels/faq/
  21. http://emergency.cdc.gov/agent/anthrax/faq/
  22. http://emergency.cdc.gov/agent/anthrax/faq/
  23. http://www.gortonsfreshseafood.com/CustomerCare/FAQS.aspx
  24. http://www.health.iupui.edu/faq.html http://www.advancedptc.com/faq
  25. http://www.irs.gov/faqs/index.html
  26. http://www.uscourts.gov/faq.html http://www.grants.gov/help/faq.jsp
  27. http://www.uspto.gov/faq/trademarks.jsp
  28. http://www.uspto.gov/faq/trademarks.jsp
  29. http://tonto.eia.doe.gov/ask/Renewables_FAQs.asp#vehicles_for_highway
  30. http://www.loc.gov/aba/about/catfaq.html
  31. http://wilawlibrary.gov/learn/faq.html#coll
  32. http://www.library.ilstu.edu/page/244
  33. http://library.illinoisstate.edu/library-materials/subject-guides/
  34. http://www1.umn.edu/humanrts/bibliog/biblios.htm
  35. http://www.loc.gov/rr/main/bibguide.html
  36. http://www.loc.gov/preservation/
  37. http://preserve.harvard.edu/
  38. http://library.nyu.edu/preservation/
  39. http://www.usa.gov/webcontent/analytics/analyzing-web-logs.shtml