Writing for the Web
OCTS – Andrea Gonzalez
Feb. 8, 2013
Agenda
Why writing for the web is important
and how it’s different.
Webpages and blogs
Facebook and Twitter
General tips
Why?
People are looking for
answers online.
There’s too much noise.
Must snag readers.
What’s the difference?
Get to the point.
Not about length.
Focus on:
Readability
Organization
Presentation
Even more important for
mobile
All about audience
Things to consider:
How do you use the web?
What do you like?
Who are you writing for?
Where is the content going?
Don’t know what your
audience wants? Ask them.
Questions?
Webpages and blogs
Users typically scan.
Need to organize content.
Eyes make an “F” pattern.
Learn more about eye
tracking:
styleguide.yahoo.com/writ
ing/write-web/eyetracking-where-doreaders-look-first
Scanablity tips
Have a “table of contents”
Use subheadings,
bullets, lists
Use short paragraphs
Use white space
Example
Which would you
rather read?
Which would you
rather read?
Source: http://styleguide.yahoo.com/writing/streamline-text-mobiledevices/consider-how-copy-will-look-mobile-devices
Inverted pyramid
Start with the
conclusion.
Main points
should be in first
two paragraphs.
Get rid of fluff.
More info: http://owl.english.purdue.edu/owl/resource/735/04/
Reading level
Average American =
8th grade reading level.
Reduce jargon and big
words.
Determine your content’s
readability:
Show Readability Statistics
in Word
Reading Ease:
100 = easy
Grade level
How to: office.microsoft.com/en-us/word-help/display-readability-statisticsHP005189601.aspx
Readability tips
“Front load”
paragraphs and
sentences with most
important info.
Use active voice.
Use shorter
sentences.
Limit use of
conjunctions
Example:
BACK-LOADED:
Because gardeners care about
raising healthy vegetables and
ornamentals, soil and water
testing are provided by
Extension agents.
FRONT-LOADED:
Extension agents can test your
soil and water. This can help
you raise healthy plants and
ornamentals.
Questions?
Social Media
Don’t have as much control over design/format.
Make every word count.
Create shareable, reusable content.
Write like you speak.
Facebook posts
Post a picture
Ask a question
Post links to
related sites
Post event info
Post fun facts
Post examples
VS
Facebook “food”
Create content that
other counties can
use.
Learn more about
reusable content:
www.nngroup.com/a
rticles/write-forreuse/
Twitter posts
140 Characters
May need to post
more than once
Content can get
buried
Symbiotic
relationships
Post examples
VS
Questions?
General
Less is more
Use good graphics
Use good grammar
Check it twice
Source your info
Don’t make stuff up
Identify with UGA, Georgia, etc.
Grammar tips
Don’t use all caps
Use only one space after
a period
Quotation marks
Don’t use for emphasis
Periods and commas go
inside quotes.
Wrong: “You are a
genius”.
Right: “You are a
genius.”
Correct word choice
It’s vs. its
You’re vs. your
Their, they’re there
Emoticons & Acronyms
:) :( :D <3
LOL, ROFL, TTYL
Depends on tone
of medium
Don’t get too
carried away
ABITHIWTITB =
A Bird In The
Hand Is Worth
Two In The Bush
Pitfalls to avoid
Spreading false information
Promoting events for minors to the public
Leaving posts unmonitored
Contests with rewards
Resources
OSU: Social Media Writing Tips
http://cfaes.osu.edu/commtech/sites/drupalct.web/files/resources/files/Social%20Media%20Writing%20Ti
ps.pdf
Usability.gov: Writing for the Web
http://www.usability.gov/methods/design_site/writing4web.htm
l#.URR8ulpFc1E
Yahoo! StyleGuide: Writing for the Web
http://styleguide.yahoo.com/writing/
WiseGeek: Best Practices for Web Writing
http://www.wisegeek.com/what-are-the-best-practices-forweb-writing.htm
OCTS Styleguide
http://www.caes.uga.edu/unit/octs/styleguide2013.pdf
Final questions?
Andrea Gonzalez
alg88@uga.edu
706-542-8981
http://www.caes.uga.edu/unit/octs/resources/social-media/
Related trainings
Blogging 101
Mar. 15, 10-11
Emily Pitts: epits@uga.edu
Taking Social Media to the Next Level
Feb. 11, 9-10
Andrea Gonzalez: alg88@uga.edu