WRITING for the WEB

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WRITING for the WEB
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WHO AM I?
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WHO ARE YOU?
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WHAT ARE WE DOING HERE?
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KNOW HOW TO USE YOUR COMPUTER
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Writing
Draft 1
Draft 2
Draft 3
is a process
Final Draft
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• Blog it

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• How does the Internet differ from radio,
  television and print?

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• We need to know our audience.

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Imogen has never visited our website before and
is visiting today during a 2-minute coffee break
using her work computer while her boss isnt
looking. Like many Australians, Imogen doesnt
understand what the word advocacy means, and
the only protest shes taken part in was to
avoid purchasing French goods during the
nuclear tests at Mururoa Atol in the 1990s.
The aim in writing copy for Imogen is to tell
her something that will interest her enough to
keep reading.
Persona 1
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Pele is our average website visitor he visits
our website once every two months out of
personal interest, he is 29 years old, a
Channel 10 viewer, has travelled around
Australia, and has visited America or Western
Europe once or twice. Pele first donated to
Oxfam during the Tsunami appeal. Pele likes
to read an overview of the areas he thinks might
be of interest, and hopefully something will
spark his interest (so that he eventually takes
on Olivias profile).
Persona 2
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Olivia is a regular donor or supporter. She
visits our website once a month, is 42, reads
The Age and watches ABC news, has travelled
extensively around South and East Asia and has
been to Africa once or twice. She has
participated in Trailwalker and is considering
going on the CLP this year. She also supports
Amnesty International. Olivia likes to know
more detailed information about what we are
doing so that she can be assured her monthly
donation is being put to good use.
Persona 3
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Donald may not support us financially but he is
very passionate about the issues and loves to
get involved with our campaigns. He travelled
throughout Eastern Europe and Asia for nine
months before starting university, and has
also participated in Oxfam Challenge. He is
currently undertaking post-graduate research in
Community Development. Donald is always
looking for ways to get involved or find further
information and so wants to know about our work
in as much detail as we can give.
Persona 4
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• We need to heed the purpose.

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Hunters
Browsers
Grazers

• We refer to the research on the habits of users.

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80 Scan

• We refer to the research on the habits of users -
  2.

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• USER RESEARCH
• SCAN ORDER
• Headings
• Sub-headings
• Hyperlinks
• Lead paragraphs
• Abstracts
• Other (photos)

Eye-tracking
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Web writing content presentation
Web writing includes form as well as content.
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6Cs
ClearCorrect Concise CoherentConsistent
Communicate
We need to note the principles of good writing.
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Imagination
Observation
Press releases
Radio
Newspapers
Magazines
Television
Interviews
Publications
Opinion
The Internet
Talkback
Make sure it is reliable, verifiable, accurate.
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Who When Where What
Lead
Body
Why
We can use the journalists inverted pyramid.
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To chunk or not to chunk.
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Heading
Blurb
First para
Abstract
Summary
Full report (PDF)
PDF download
Layering information (for different personas)
E
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Childhood diabetes linked to mothers diet
Short male babies may earn less later
No walk in the park for riders on the storm
Making the most of life one day at a time
Attack threatens road map Judge orders refugees
review Wired jacket offers a shocking fashion
statement Blairs spin doctor apologises for
dossier UN troops unable to stem Congo conflict
Seeking hard evidence for the latest Irish
blarney Warship
Write interesting and meaningful headings.
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Create menu labels that are intuitive.
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What makes a good business plan?
Six leading entrepreneurs offer their advice.
Write blurbs that briefly describe a link.
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Write abstracts to summarise downloadables.
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(No Transcript)
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Choose the correct word
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Decide
Use strong verbs.
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Suject-Verb-Object
Use simple sentence structure (where possible).
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The student wrote a song.
A song was written by the student.
Active voice is preferred.
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YOU
Make it personal.
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Avoid dangerous words
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hyperlink
hyperlink
hyperlink
The hyperlink makes web content interactive and
3-dimensional.
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One idea per paragraph.
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Use dot points.
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Original
Nebraska is filled with internationally
recognized attractions that draw large crowds of
people every year, without fail. In 1996, some of
the most popular places were Fort Robinson State
Park (355,000 visitors), Scotts Bluff National
Monument (132,166), Arbor Lodge State Historical
Park Museum (100,000), Carhenge (86,598), Stuhr
Museum of the Prairie Pioneer (60,002), and
Buffalo Bill Ranch State Historical Park (28,446).
Revised
In 1996, six of the most-visited places in
Nebraska were Fort Robinson State Park
Scotts Bluff National Monument Arbor
Lodge State Historical Park Museum
Carhenge Stuhr Museum of the Prairie
Pioneer Buffalo Bill Ranch State Historical
Park
124 improvedreadability
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x 50
Cut the verbiage.
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Presentation
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Presentation
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Presentation
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(No Transcript)
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YOU..
Thief Fraud Swindler Gangster Liar
Beware of using defamatory labels
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Readability
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The Gunning Fog Index


NW
NHW x 100
R

x 0.4
NS
NW
Run a readability check over the text.
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Proofreed
Check for spelling and grammar mistakes.
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W3C
Is it accessible?
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EDITING
At the beginning of the day, I was sufficiently
motivated to get up and go outside to walk for
exercise down the street to the closest park
nearby where I live.
I went for a walk.
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FAQ
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HELP
To add an account with Yahoo! Mail's automatic
delivery settings 1. Click Options in the
upper-right corner of your Mail page. 2. Under
Management, click Mail Addresses. 3. On the
Mail Accounts page that opens, click Add. 4.
Enter an account namewhatever you'd like to call
it. For example, "Work," "School," etc. Then
either click Continue on the lower-left, or press
Enter. 5. Enter your mail server namethe info
you got
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News features
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e-newsletters
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Blogs
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Podcasts
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The End