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Writing for the Web
- 1. Writing for the Web (A.K.A. “Trying to get people to give a darn”) Laura Solomon Library Services Manager OPLIN [email_address]
- 3. From Aaron Schmidt, walkingpaper.org
- 4. L E N G T H
- 7. Krug’s Third Law of Usability
- 12. “… bullets are like flashing Christmas lights”
- 14. LESS NOISE
- 15. MORE PROMINENCE
- 18. Q U A L I T Y
- 19. PLEASE STOP SCREAMING AT ME. Please?
- 33. Practice
Notas do Editor
- From a presentation by Aaron Schmidt of the blog Walking Paper
- From Jakob Neilsen On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. http://www.useit.com/alertbox/percent-text-read.html
- “ Get rid of half the words on each page, then get rid of half of what's left."
- Look at the back of the book
- They flash because of their ability to create curiosity. And not just a little bit of curiosity, but a massive amount of curiosity. Sean D'Souza (marketer) writing for CopyBlogger.com (http://www.copyblogger.com/irresistible-bullet-points/)
- Take your product/service. Split it into five or seven parts and pull out the most important highlights or benefits. (http://www.copyblogger.com/irresistible-bullet-points/)
- Less scrolling
- Can also be applied to URLs
- No all-caps
- No exclamation points
- No “click here”
- Spell out library acronyms. Customers do not know what OPLIN is; only librarians do.
- Write clearly! Extra words and jargon can really hurt your organizational image. Siegel+Gale recently completed a year long study of 1,214 American homeowners and investors that shows huge demand for simple, plainEnglish communications . A few interesting quotes: Fully 84% of all consumers say they are more likely to trust a company that uses jargon-free, plain English in communications. http://www.commoncraft.com/study-americans-overwhelmingly-demand-simple-communications
- Keep it conversational
- Write in the active voice
- What’s in it for them? What’s the payoff?
- Take those highlights or benefits and put a “why” or “how” before each one. (http://www.copyblogger.com/irresistible-bullet-points/)