Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Today’s Class Writing for web Website analysis Assignment Review homework Writing for web Website analysis Assignment Review homework

Writing for Web – The Main Differences The role of keywords – Search Engine Optimization Usually less copy Tight and concise

How Users Read the Web They don’t - they scan the page:  highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others  meaningful sub-headings (not "clever" ones)  bulleted lists  one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)  the inverted pyramid style  half the word count (or less) than conventional writing They don’t - they scan the page:  highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others  meaningful sub-headings (not "clever" ones)  bulleted lists  one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)  the inverted pyramid style  half the word count (or less) than conventional writing

Credibility Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites. Regular updates to websites is also extremely important for maintaining an engaged readership. Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites. Regular updates to websites is also extremely important for maintaining an engaged readership.

Reader level of interest/awareness Every person has a certain level of interest in every web page. This may be: no interest some interest strong interest Every person has a certain level of interest in every web page. This may be: no interest some interest strong interest

Writing for each level of interest  The levels of interest can be more clearly defined:  no interest  title only  one sentence summary  one paragraph summary  major points  minor points  detailed interest  thirst for more information  purchase  The levels of interest can be more clearly defined:  no interest  title only  one sentence summary  one paragraph summary  major points  minor points  detailed interest  thirst for more information  purchase

Bite - Snack - Meal Approach  The headline serves as the bite  The snack is a two or three sentence summary of the article beneath the headline  The headline is internally hypertext linked to the full article which is the meal.  This approach allows the reader to choose what level of detail he/she wants.  There should be a flow of information that takes the reader somewhere.  The headline serves as the bite  The snack is a two or three sentence summary of the article beneath the headline  The headline is internally hypertext linked to the full article which is the meal.  This approach allows the reader to choose what level of detail he/she wants.  There should be a flow of information that takes the reader somewhere.

How to write for a variety of different readers  Write a one sentence summary of the article  Using this summary sentence, develop a short, informative title  Using that sentence write a one paragraph summary for the article  create the major headings (these can be placed under the paragraph summary and hypertext linked)  write down the minor points for each section, ordering them appropriately  put relevant links next to their corresponding point  Use boldface to highlight the major points  Write a one sentence summary of the article  Using this summary sentence, develop a short, informative title  Using that sentence write a one paragraph summary for the article  create the major headings (these can be placed under the paragraph summary and hypertext linked)  write down the minor points for each section, ordering them appropriately  put relevant links next to their corresponding point  Use boldface to highlight the major points

General Tips The shorter, the better Active voice Strong verbs Factual Internal Contextual hyperlinking: Online narratives should allow readers to "branch off" and click through to other, more detailed, supporting content, depending upon a reader's level of interest. Use formatting: Break up that boring mass of gray type by using lists and bold headers Easy to read: No block of text more than five lines on the screen. The shorter, the better Active voice Strong verbs Factual Internal Contextual hyperlinking: Online narratives should allow readers to "branch off" and click through to other, more detailed, supporting content, depending upon a reader's level of interest. Use formatting: Break up that boring mass of gray type by using lists and bold headers Easy to read: No block of text more than five lines on the screen.

Website Format Navigation pages - act as a road map for your entire site (readers scan these pages and move off of them quickly to content that they are interested in) Content pages - add valuable and relevant content (can be a bit more detailed) Each page should contain: Organization ’ s name and logo Link to the home page A headline that summarizes the page content A navigation bar Content-driven copy with hypertext links Navigation pages - act as a road map for your entire site (readers scan these pages and move off of them quickly to content that they are interested in) Content pages - add valuable and relevant content (can be a bit more detailed) Each page should contain: Organization ’ s name and logo Link to the home page A headline that summarizes the page content A navigation bar Content-driven copy with hypertext links

Search Engine Optimization  Search engines regularly read and archive websites behind the scenes using something called “spiders”  Writers need to ask themselves what are the search terms (keywords) that people are going to search for when looking for your business or service  There is competition in terms of who will come up higher in an “organic” search  It is all about being on the first few pages.  There are also paid listings.  Search engines regularly read and archive websites behind the scenes using something called “spiders”  Writers need to ask themselves what are the search terms (keywords) that people are going to search for when looking for your business or service  There is competition in terms of who will come up higher in an “organic” search  It is all about being on the first few pages.  There are also paid listings.

The Importance of Keywords  Writers can identify keywords by understanding their market segments and the terms they use to search  Once you know these keywords you can build them into your web copy  The real art is finding a balance between embedding search terms and writing good copy.  Writers can identify keywords by understanding their market segments and the terms they use to search  Once you know these keywords you can build them into your web copy  The real art is finding a balance between embedding search terms and writing good copy.

Tools to help you You can use tools like or google keyword tracker - google adwords to find out keywords that might work best for you. Once you have them you can build them into your copy strategically. You can also pay a company to do this for you! There are people out there who specialize in SOE. Look at analytics behind your website. Look at competitors websites. You can use tools like or google keyword tracker - google adwords to find out keywords that might work best for you. Once you have them you can build them into your copy strategically. You can also pay a company to do this for you! There are people out there who specialize in SOE. Look at analytics behind your website. Look at competitors websites.

Where to put keywords Headlines Content: Keyword phrases are also in the site content. This is where it can get tricky, because it's easy to just write that keyword phrase where ever that keyword phrase might fit into where the keyword phrase could go (see what I mean? sounds terrible!). Be natural about it. Captions for images Headlines Content: Keyword phrases are also in the site content. This is where it can get tricky, because it's easy to just write that keyword phrase where ever that keyword phrase might fit into where the keyword phrase could go (see what I mean? sounds terrible!). Be natural about it. Captions for images

Analyze a website With a partner, visit the webby awards website Choose a website Discuss the following questions: Who is the audience? What is the structure of layers, sub-layers, links and navigation tools? What information is targeted to each audience? How would you characterize the writing? How do you access more in-depth information? What information is constant on each page? Can you determine what the key words are? With a partner, visit the webby awards website Choose a website Discuss the following questions: Who is the audience? What is the structure of layers, sub-layers, links and navigation tools? What information is targeted to each audience? How would you characterize the writing? How do you access more in-depth information? What information is constant on each page? Can you determine what the key words are?

Assignment Rewrite a magazine article as a website.Rewrite a magazine article as a website. Due by Friday – it to me.Due by Friday – it to me.

What to expect next class… No class next week – reading week!No class next week – reading week! Next class will be on podcasting.Next class will be on podcasting.

Homework Read “Podcasts” p Read “Podcasts” p Begin thinking about partner and client for IAPBegin thinking about partner and client for IAP Read “Podcasts” p Read “Podcasts” p Begin thinking about partner and client for IAPBegin thinking about partner and client for IAP