Slides from my class on Writing for the Web at Betamore in March 2013. Check out my blog to sign up for the next class and get more resources: http://www.tracycgold.com/2013/03/8-awesome-web-writing-and-editing-resources.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Writing for the Web
1. Web Writing and
Editing Workshop
Tracy Gold
Content and Social Media Marketer
tracycgold.com
@tracycgold
2. Agenda
• Beating writer’s block
• Writing for your target audience
• Avoiding common grammar mistakes
• Editing constructively
• Optimizing for SEO and the web
• Writing awesome titles
• Writing calls to action
6. Other Techniques
• Write S!*$$y first drafts
• Skip the intro
• Write an outline
• Google for inspiration
• Change your setting
• Don’t look, just type
10. Establish Your Voice
• What three words most describe your
brand?
• What tone best communicates that
brand?
o Authoritative?
o Serious?
o Playful?
o Determined?
o Passionate?
11. Establish Your Voice
• What “person” would you like to speak
in?
o First person singular (I): Not a good idea for an organization
o First person plural (we): Informal, but adds a friendly tone
o Second person (you): Informal, but can pull your readers
into your text
o Third person (Company Name): Formal, but clunky and stiff
• What are your pet peeves (or your
boss’ pet peeves)?
• Keep a running style guide
14. Common Mistake Quiz
Answer 1:
Click the red button marked “Start” and
than enter your personal information.
Correct:
Click the red button marked “Start” and
then enter your personal information.
15. Common Mistake Quiz
Question 2:
Especially if you’re seeking a
promotion, its not a good idea to tell
your boss you think her shirt is ugly.
16. Common Mistake Quiz
Answer 2:
Especially if you’re seeking a promotion,
its not a good idea to tell your boss you
think her shirt is ugly.
Correct:
Especially if you’re seeking a promotion,
it’s not a good idea to tell your boss you
think her shirt is ugly.
18. Common Mistake Quiz
Answer 3:
You’re online presence is important to
current and prospective students.
Correct:
Your online presence is important to
current and prospective students.
19. Common Mistake Quiz
Question 4:
At Unicorn Farm, we provide:
• Magic rides on unicorns
• Teaching unicorn care and grooming
• Pet a unicorn.
• How to tell nice unicorns from mean
ones
20. Common Mistake Quiz
Answer 4:
At Unicorn Farm, we provide:
• Magic rides on unicorns
• Lessons about unicorn grooming
• Petting sessions, which are great for
kids
• Advice on how to tell nice unicorns
from mean ones
22. Common Mistake Quiz
Answer 5:
Peering up from the base of the
mountain, the peak seemed
unattainable.
Correct:
As seen from the base of the
mountain, the peak seemed
unattainable.
25. But For Your First Look…
• Step away from your writing
• Prepare to kill your darlings
• Focus on your audience
• Print for a different view
• Read your writing aloud
26. Editing Someone Else’s
Work
• Scan, then dive deep
• Give overall feedback—both positive
and negative
• Explain all changes with comments
• Suggest changes, don’t mandate
them
• Read aloud
31. Search Optimization
• Don’t sacrifice readability for search
• Use Adwords’ keyword tool
• Focus on 1-2 key phrases
• Repeat every 100-200 words
• Include key phrases in page headers and
titles
• Link to other relevant pages on your
site/blog
• Check progress with a rank checker
• Refine URLs
33. Writing Blog Post
Headlines
• Keep them short—under 65 characters
• Use keywords in the beginning
• Use numbered lists
• Use alliteration and rhyme
• Focus on clarity before cleverness
• Avoid person and brand names
• Use the second person
35. Writing Meta Data
• Treat these as action-focused ad copy
• Keep your headline as your meta title if it’s
SEO optimized, if not, adjust
• Use an action word in your meta
description, such as “read” or “find out”
• Use your keyword in your meta
description
• Use a spreadsheet with character length
formulas to compose
36. Writing Calls to Action
• Make it obvious
• Use graphics
• Create urgency
40. Questions
• Get in touch
o tracyc@tracycgold.com
o @tracycgold
• Resources and slides
o http://tracycgold.com/2013/03/8-awesome-web-
writing-and-editing-resources/