Effective Web Writing April 2009

2 Overview - Why Content Matters - Reading Online vs Print - Best Practices with Web Writing - Content Plan/Schedule - Other Strategies to Think About - HANDOUTS: - Try This: 21 Items to Write About - Content Strategy Plan Chart - Top 10 List - Q & A - Why Content Matters - Reading Online vs Print - Best Practices with Web Writing - Content Plan/Schedule - Other Strategies to Think About - HANDOUTS: - Try This: 21 Items to Write About - Content Strategy Plan Chart - Top 10 List - Q & A

3 Launch of Perinatal Web site - Inventory of Original Content - Outline of New Site - Site Questionnaire - Vendor: Forum One - Requirements and Strategy - Architecture for 4 Audiences - Design and Layout - Graphics - Page Templates - Photos - Style Guidelines - Added More Content and links - Continue to Update Regularly, Archive - Inventory of Original Content - Outline of New Site - Site Questionnaire - Vendor: Forum One - Requirements and Strategy - Architecture for 4 Audiences - Design and Layout - Graphics - Page Templates - Photos - Style Guidelines - Added More Content and links - Continue to Update Regularly, Archivewww.aap.org/perinatalJanuary2009

4 Why Online? - “Goal Driven” - Active Medium Where Users are Engaged: known as “Web 2.0” - Task-orientated - Think about the last few times you were online… what did you do? - “Goal Driven” - Active Medium Where Users are Engaged: known as “Web 2.0” - Task-orientated - Think about the last few times you were online… what did you do?

5 Basic Rules of Web Writing - Write for your audience - Follow Style Guidelines with consistency - Write, rewrite, edit, proofread, test, and repeat - Feedback is crucial - “ Rule”… seconds - 30 seconds - 3 minutes - 30 minutes - Write for your audience - Follow Style Guidelines with consistency - Write, rewrite, edit, proofread, test, and repeat - Feedback is crucial - “ Rule”… seconds - 30 seconds - 3 minutes - 30 minutes

6 How Visitors Read Online - Scan text, not read. - 79% of users scanned the page instead of reading word-for-word - F-shaped pattern for eye-tracking - Read 25% slower on screen than paper - Reading level (50% US Adults - 8 th grade) - Monitor light puts strain on eyes, cannot read a long time, blink less often - Scan text, not read. - 79% of users scanned the page instead of reading word-for-word - F-shaped pattern for eye-tracking - Read 25% slower on screen than paper - Reading level (50% US Adults - 8 th grade) - Monitor light puts strain on eyes, cannot read a long time, blink less often

7 How to Help Your Visitors - Provide meaningful headlines, titles, sub-heads - avoid same word for all - focus on verb - short, clear, plain, accurate - do not use UPPERCASE - leave out article: A, An, The - don’t settle for just “Welcome” - Highlight keywords, be specific with audience - Words are very important, choose wisely - Avoid buzzwords and jargon - Provide meaningful headlines, titles, sub-heads - avoid same word for all - focus on verb - short, clear, plain, accurate - do not use UPPERCASE - leave out article: A, An, The - don’t settle for just “Welcome” - Highlight keywords, be specific with audience - Words are very important, choose wisely - Avoid buzzwords and jargon TEXT

8 How to Help Your Visitors - Subject-verb agreement - Conversational, active voice - Omit needless words - Positive form - Spell out acronyms first time - Always check spelling! - Subject-verb agreement - Conversational, active voice - Omit needless words - Positive form - Spell out acronyms first time - Always check spelling! PLAINENGLISH

9 How to Help Your Visitors - Use clear, short sentences - Trim 50% of paper-based text - “Separate” content pieces into chunks - Avoid long words with multiple syllables - Limit to max 3 scrolling pages - Each paragraph is short (~ 4 sentences) with ONE idea - Use clear, short sentences - Trim 50% of paper-based text - “Separate” content pieces into chunks - Avoid long words with multiple syllables - Limit to max 3 scrolling pages - Each paragraph is short (~ 4 sentences) with ONE idea BE CONCISE

10 How to Help Your Visitors - Use indented bullet points and numbered lists - Sub-points should have 3+ items - Small, compelling photos - Add variety of tables, diagrams, check lists, charts graphs, captions, overviews - Include white space – it has a purpose - Paragraph should not be full width of page - “Readable” font: San Serif (Arial/Verdana) pt - Use indented bullet points and numbered lists - Sub-points should have 3+ items - Small, compelling photos - Add variety of tables, diagrams, check lists, charts graphs, captions, overviews - Include white space – it has a purpose - Paragraph should not be full width of page - “Readable” font: San Serif (Arial/Verdana) pt EASY SCAN

11 How to Help Your Visitors - Place most relevant content at top - Make next action clear - Microcontent structure: - main idea - major points - minor points - series of sub-points - Organize content on each page by… - task- audience - time- type of content - alpha- topic - Place most relevant content at top - Make next action clear - Microcontent structure: - main idea - major points - minor points - series of sub-points - Organize content on each page by… - task- audience - time- type of content - alpha- topic IMPORTANCE ON TOP

12 Schedule for New Content - Update on monthly basis - Use “new” icon and identify date - Check links regularly - Ask for ideas - Tell users when to expect new content - Encourage repeat visits in future with lead-ins - Best time of week to post new content: T, W, TH - Update on monthly basis - Use “new” icon and identify date - Check links regularly - Ask for ideas - Tell users when to expect new content - Encourage repeat visits in future with lead-ins - Best time of week to post new content: T, W, TH

13 Other Items for Discussion - Search optimization - AAP Meta Manager - External links TO Perinatal site - Title tags with links - Connect print newsletter w/ site to drive online visits - Donate button - Social media – blog - No page is an island; all connected - Search optimization - AAP Meta Manager - External links TO Perinatal site - Title tags with links - Connect print newsletter w/ site to drive online visits - Donate button - Social media – blog - No page is an island; all connected

14 More Items for Discussion… - Contact information on every page - meaningful links (NOT “click here”) - under 8 words for link title - link keywords, not full sentence - link = promise - Marketing of URL on all items - Submit AAPNews and AAP News OnCall - Contact information on every page - meaningful links (NOT “click here”) - under 8 words for link title - link keywords, not full sentence - link = promise - Marketing of URL on all items - Submit AAPNews and AAP News OnCall

15 Effective Web Writing Thank You. Let the discussion begin. Any questions? Thank You. Let the discussion begin. Any questions?