Writing for the Web

1
Writing for the Web

• Sydney Donahoe
• Jennifer Sturak
• Maire Testa

2
Tell us who you are

• Whats your name?
• Which department do you work for?
• How long have you worked at UCSD?
• Do you think of yourself first as a writer or a
  technical person?

3
Who is your audience? (Exercise 1)

• Age
• Male or female
• Education level
• Web savvy?
• Familiar with content?
• Major interests
• Discussion How is your audience unique?

4
What does your audience want?(Exercise 2)

• How did they get to the site?
• What information are they seeking?
• What tasks/services are they coming to your site
  to complete?
• What is your main message?

5
Share your main message

• Be brave!
• We wont criticize, promise.

6
Facts about audiences

• Go to http//www.amazon.com
• What do you do there?

7
Facts about audiences

• People dont read they scan.
• They want to get things done.
• Readers like interactivity.
• People often leave Web sites in less than 2
  minutes.

8
Some usability guidelines

• Follow proven Web practices.
• Use pictures/images that relate to content.
• Avoid techno-glitz.
• Personalize where possible.
• Use easy and clear navigation.
• Amazon

9
Lead with your home page

• Present the breadth of your site on your home
  page.
• Use elements from your home page to build a
  consistent look and feel throughout your site.
• Define and design for your audience.
• Globalfundforwomen.org

10
Write so users can scan

• 79 scan for information. Whats this about?
• 78 look at text first, not graphics.
• Web readers often dont scroll down.

11
Think about Web reading

• When you look at content on a page, what makes
  you skip it?Example 1Example 2

12
Keep your content moving(Exercise 3)

• Identify ACTIVE vs. passive voice.
• Look for forms of the verb to be in your
  sentences, and get rid of them.
• Make sure the SUBJECT does the ACTION.Portal
  Services Publishing Guide
• Get rid of unnecessary words.

13
Exercise 3

• From this
• The Mail Services Department is responsible for
  processing incoming, outgoing, intra-campus, and
  student mail in support of the UCSD Campus
  community.

14
Exercise 3

• From this
• The Mail Services Department is responsible for
  processing incoming, outgoing, intra-campus, and
  student mail in support of the UCSD Campus
  community.
• To this
• Mail Services processes incoming, outgoing, and
  intra-campus mail.

15
Exercise 3

• From this
• Before the previous quarter was over in June, the
  UC budget for next year had been approved by the
  Office of the President itself.

16
Exercise 3

• From this
• Before the previous quarter was over in June, the
  UC budget for next year had been approved by the
  Office of the President itself.
• To this
• The Office of the President approved next years
  budget before spring quarter ended.

17
Exercise 3

• From this
• The ten-year plan was developed by a student
  representative group after consultation with the
  UC Regents and a faculty group.

18
Exercise 3

• From this
• The ten-year plan was developed by a student
  representative group after consultation with the
  UC Regents and a faculty group.
• To this
• Students developed the 10-year plan after
  consulting with faculty and the UC Regents.

19
Format

• Indent to show the hierarchy of information.
• Use bullet or numbered lists.
• Use bold-face text.
• Include links.
• Mayo Clinic

20
Page titles

• Keep them short.
• Include key words.
• Think of them like markers on a road map.
• Blink

21
Subheads

• Introduce the next paragraph.
• Keep the info moving.
• Use information-carrying words.
• Chunk the text.
• Career Services Center

22
Paragraphs

• Make them short
• 45 words or
• 45 lines or
• 3 sentences
• Restrict their width
• 5075 characters or less
• National Geographic

23
Sentences

• Draw the line at 25 words.
• Use short, active verbs
• Fill out the form.
• Apply for a loan.
• Carefully maneuver through the loan application
  procedure.
• Choose the nouns you can see
• Take a class.
• Sign up for a workshop.
• Become part of a unique instructional
  environment.
• Salon

24
Words

• Address your readers directly (you).
• Use conversational words, including contractions.
• Netflix

25
Take a break!
26
Before you begin writing

• Decide on the type of page.
• Information
• How-to
• Checklist
• Decide on your voice.
• TritonLink
• Blink
• Wild Animal Park

27
Write a draft of your Web page(Exercise 4)

• Create a draft that follows Web writing
  principles. (30 minutes)
• Review your draft using the Checklist handout.
  (10 minutes)
• Share your work.

28
Revise, re-cycle, relinquish

• Revise your draft.
• Re-cycle to reviewers as needed.
• Relinquish your work to an editor.

29
Publish

• Post the page on the Web.
• Invite reader comments.
• Update the information.

30
How to write instructions (Exercise 5)

• Choose a topic.
• Use the big step, little steps style.
• Share your work.

31
Resources

• Books by Donald Norman
• Content Critical Book by Gerry McGovern and Rob
  Norton
• Jacob Nielsens Alertbox
• UCSD Identity Guidelines for the
  Webhttp//www.ucsd.edu/guidelines
• Portal Services Publishing Guide