Storytelling for the web Webshot 3 Storytelling for the web

What’s the story for today? Storytelling for the web Writing for the web Where to find out more? Questions? Photo by Ben White on Unsplash

“less boring” Once upon a time… “The websites articles where too packed with information , spacing out its content would allow for an easier read” “Better explanation of resources and clearer explanation of campus accommodation” “make requirements easier to follow” “More information regarding different sports”. “less boring” “more information on the courses themselves in detail” More details on courses for future students “Include past/current students views on their courses &/or a Q&A wherein these students answer typical questions from prospective/new students” “Make the entry requirements for courses more clear and include what A levels are equivalent”. “make it easier to answer the questions I may have. more information from students and how they find it. bit more clearer about the course like interesting information”

…there was an unwieldy website…

…where the audience couldn’t find what they wanted… Pages are too long Pages seen as boring Pages are not engaging the audience Pages are seen as messy

…but then one day… Photo by MI PHAM on Unsplash

…we found out about how to tell our stories… Carve out curiosity – pose questions to your audience to draw them in Engagement comes from curiosity Capture the feeling of wonder, discovery, excitement and learning

…by using Ken Adam’s “Stages of a Story”… Once upon a time (a place in time) …every day… (this is the way it was / this is the problem we were facing) …and then one day… (the change happened / this is the discovery, the most important part of the story) …because of that… (this is the result) …until finally… (this is the impact) …and ever since… (this is how the world has changed) Most impactful for content where you’re trying to promote something

…and all about “Writing for the Web”… Photo by Rejin V R on Unsplash

…which includes the following… Consider who your audience are and what is the key point of information you need to get across Be concise Be clear Be scannable Be consistent Be findable

…which includes the following… Be concise A page on the web should be half the length of an original print document Get to your core idea in the first paragraph to hook their attention Write short paragraphs and minimize unnecessary words Each page should ideally focus on one idea

…which includes the following… Be clear Eliminate jargon Make text easy to read Use conversational, plain English Use the active voice

…which includes the following… Be scannable Use headings to break up the content and give an “at a glance” overview of the content of the page Use lists and tables for informational pages Use quotes to hook attention of those scanning a page (e.g. https://longreads.com/2018/05/10/but-what-will-your-parents-think/) Use appropriate formatting such as bolding and italicising to provide emphasis to key points

…which includes the following… Be consistent Use the language style guide https://www.ucc.ie/en/media/support/digitalestateworkinggroup/digitalestatehandbook/U CCWebsiteLanguageStyleGuideApproved.pdf Be findable If there are key phrases and terms that people use when searching for your content, include those phrases in your content

…and as a result…

…and as a result… We found we had: Better engagement More impactful content More interesting and exciting content A better user experience A more accessible website

Questions? So, wrapping up… We’re at the start of a journey to improve our written content But these tips and tools around Storytelling and Writing for the Web will help you to elevate your content If you have any further comments or questions, email dewg@ucc.ie Nancy Hawkes, Editor-in-Chief, Head of Marketing Maurice Ryder, Web Content Strategist Visit https://www.ucc.ie/en/dewg/webshots to download supporting assets (including this presentation) Questions?