The document provides tips for effective web writing and design. It recommends writing in a clear, concise style suited for scanning rather than long-form reading. Use subheads, white space, bullets and compelling images to break up text. Understand your audience and establish trust and credibility by focusing on facts, stories and real-world problems solved rather than vague self-promotion. Prioritize key information and write at a 5th-8th grade level for readability.

2. Introduction
Who
• Audience
What
• Message
Why
• Credibility
How
• Writing for the web
• Effective images

3. What don’t people do on the web?
• Read.
• They scan instead.
• F for fast.

4. What does it mean for us?
• Provide content that can be scanned.
• Avoid: “walls of text.”
• Think: “at a glance.”
• White space
• Subheads
• Bullets

5. What do people do on the web?
In order of popularity
• Email
• Search
• Get news
• Buy products online
• Use social media
www.visioncreation.co.uk

6. Who is it for?
• Know your audience.

7. What do you offer?
•
•
•
•
•
Information and news
Education and instructions
Entertainment
Social connection
Products and services

8. Why your site and not another?
•
•
•
•
Credibility
Trust
Quality
Rapport
http://www.nateshivar.com/photos/

9. Readability
• Simple: 5th to 8th grade reading level

10. Writing style
• Clear: avoid jargon!
“The exploitation of
disciplinary boundaries
may be seen as the
authentication of
localized small-group
cultures.”
“We're reaching out to leverage our ability to offer solutions.
This low-hanging fruit is a game-changer, a no-brainer and a winwin situation. Let's touch base and take it to the next level!”

11. Prioritize your information

12. “Happy talk must die.”
—Steve Krug
• Don’t focus on how great you are with vague
terms (“the best”) and self-congratulatory
promotional writing.
• Specify what makes you great!
– Facts and stats
– Stories
– Real-world problems you solved

13. Consequence of
difficulties?

14. Images
• Do they tell a story?
• Avoid clutter!
• Images needs to be
compelling, distinctive, unusual, beautiful or
eye-catching

15. Images should be compelling
Photo by Kyle Spradley

16. In contrast
thebittenword

17. Images can be unusual
Photo by Steven Depolo. Photo Illustration by Aaron Duke

18. Or beautiful
Photo by Kyle Spradley

19. In conclusion
•
•
•
•
•
Respond to your audience
Understand your own message
Affirm people’s trust
Write for the web
Use the strongest photos you can—or none at
all if you only have weak ones

20. Thank you!
Genevieve Howard
howardg@missouri.edu
Work web: cafnr.missouri.edu
Personal web: genevievehoward.com
Twitter: @HowGen