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Writing for Web
Mirjam Schaap
Wageningen UR Centre for Development Innovation (CDI)
Knowledge Sharing + Capacity Development training
Integrated Seed Sector Development Programme in Ethiopia,
Bahir Dar, Ethiopia, July 2012
Web content - it’s about them, not about you
 Know your reader and write for them
 Scannable pages: headings/emphasis
 Active voice: the subject acts
 Reverse pyramid
most important / newsworthy info
supporting information
background
 Front loaded paragraphs (conclusion first)
 One idea per paragraph
Headings
 Most important content you write
 Used by readers to scan
 Used by search engines to rank relevance
 Strong descriptive headings
 less than 8 words
 include the most important keywords
 Cut out adjectives and prepositions (and, the, a, of)
 Be clear and precise
Content
 Keep content short, get to the point
 Emphasize important words
 Write for how people search
 Recommended lengths
 Headings: 8 words or less
 Summaries: 50 words or less
 Sentences: 15-20 words
 Paragraphs: 40-70 words
 Webpage: 500 words or less
Good Summaries
 Objective: to make people want to read on;
 Use it for lead
 listed on overview pages
 start of your webpage
 Punchy + factual
 who, what, where, when, how
 less than 50 words
Edit, edit, edit
 “So what?“ test: why should reader listen to you?
 30-50% of time it took to write content
 Is it clear?
 Is it necessary - “kill your babies”?
 Is there a shorter way to say this?
 Is there a simpler way to say this?
 Grammar + spell check: leave for last
Enjoy your writing !
www.cdi.wur.nl

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Writing for Web

  • 1. Writing for Web Mirjam Schaap Wageningen UR Centre for Development Innovation (CDI) Knowledge Sharing + Capacity Development training Integrated Seed Sector Development Programme in Ethiopia, Bahir Dar, Ethiopia, July 2012
  • 2. Web content - it’s about them, not about you  Know your reader and write for them  Scannable pages: headings/emphasis  Active voice: the subject acts  Reverse pyramid most important / newsworthy info supporting information background  Front loaded paragraphs (conclusion first)  One idea per paragraph
  • 3. Headings  Most important content you write  Used by readers to scan  Used by search engines to rank relevance  Strong descriptive headings  less than 8 words  include the most important keywords  Cut out adjectives and prepositions (and, the, a, of)  Be clear and precise
  • 4. Content  Keep content short, get to the point  Emphasize important words  Write for how people search  Recommended lengths  Headings: 8 words or less  Summaries: 50 words or less  Sentences: 15-20 words  Paragraphs: 40-70 words  Webpage: 500 words or less
  • 5. Good Summaries  Objective: to make people want to read on;  Use it for lead  listed on overview pages  start of your webpage  Punchy + factual  who, what, where, when, how  less than 50 words
  • 6. Edit, edit, edit  “So what?“ test: why should reader listen to you?  30-50% of time it took to write content  Is it clear?  Is it necessary - “kill your babies”?  Is there a shorter way to say this?  Is there a simpler way to say this?  Grammar + spell check: leave for last
  • 7. Enjoy your writing ! www.cdi.wur.nl