presentation for Knowledge Sharing + Capacity Development training, Integrated Seed Sector Development Programme in Ethiopia, Bahir Dar, Ethiopia, July 2012
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