1. Writing for the Web Warwick July 2010 Chris Phillips
Publishing Director
GTI Media

2. The ‘Bar’ Transaction 85% Key pages “I want to find specific stuff”
Strict rules about readability
_________________________________
Investigation 15%
Deep content
“I actually want to access detailed information now”
Less strict rules but still not like a book!

5. The problem with careers people
You know far far too much
You want to tell students everything
You think that students are as turned on by careers as you are

6. Writing for the Web Why and how students read web pages
Why and how you write web pages
Good writing – some ground rules
Some examples

7. How they read
Books
Newspapers
Websites

8. The psychology of books
Why do people read books?
For enjoyment
For escape
For relaxation
To while away time on the bus

9. The psychology of newspapers
Why do people read newspapers?
To be informed and entertained
To be provoked
To delight in familiar columnists
For political comradeship
Something to do on the bus to work

10. The psychology of websites
Why do people read websites?

11. Web
Web content must get to the point quickly, because users are likely to be on a specific mission.
Web users want actionable content.

12. Paper v web
Print publications contain linear content that's often consumed in a more relaxed setting than the solution-hunting behaviour that characterises most Web use.
In print, you can spice up linear narrative with anecdotes/stories that support a storytelling approach to exposition.
On the Web, such content often feels like waffle; it slows down users and stands in the way of them getting to the point. It turns them off….

13. Web
Instead of a linear narrative, websites support the user's personal story by condensing and combining vast stores of information into something that specifically meets the user's immediate needs. Not author-driven but user-driven.
Print calls for well-crafted, complete sentences. Online, less so.

14. Paper v Web summary Linear v non-linear Author-driven v reader-driven
Storytelling v Actionable content
Anecdotes v data
Sentences v fragments

15. Why do people read websites?
To find things out quickly and with minimum effort
Because they want to take action
Because they want a solution to a problem
Because they’re browsing

16. HOT TIP
Task students with finding information on your site and watch what they do.

17. How they read web pages People don’t read, they scan
80% scan the page before reading it
On average, people will read about 25% of a page
This figure increases if there are fewer words on the page
And they don’t read from beginning to end. They dip in and browse…

18. Therefore, you must write scannable copy
Use the inverted pyramid – main points first, summarise the content up front
Meaningful sub-heads
Bulleted lists
Highlighted keywords
One idea per paragraph
Cut words savagely and carry on cutting
Use links – internal and external

19. A word about web credibility
No-one knows who really owns the site (unlike a newspaper)
Credibility is increased by outgoing links
And a lack of bullshit marketing language
And simple authoritative writing

20. The research on scannability
Don’t underestimate the overwhelming importance of getting the first few words right, since that's often all users see when they scan Web pages.
Selecting the first few words for your page titles/bullets/sub-heads is probably the highest-impact ROI-boosting design decision you make in a Web project.

21. Scannability – the fuzzy F
Studies show that when users read web pages their eyes move….
First, along the top of the page, left to right, where the main navigation often is, then
Down the left-hand margin, where you’ll often find secondary navigation, then
Half-way across the page, looking at sub-heads and the beginnings of sentences, then
Information further down the page is even more likely to be skimmed
Hence the eyes move down the page in a fuzzy ‘F’.

22. Map a fuzzy F on your pages and see what it shows you.
HOT TIP
Map a fuzzy F on your pages and see what it shows you.

23. Why you write web pages To promote your products and services
To inform students/graduates
To galvanise them into action
To keep them on the site and keep them coming back because they don’t have to…

24. Write for a busy person with a short attention span
HOT TIP
Write for a busy person with a short attention span

25. How you write web pages
On the Web, readers are engaged and want to find things out and get things done. The Web is an active medium. They lean forward.
While reading print, readers want to be entertained. They are in relaxation mode and don't want to make choices. Print is a passive medium. They lean back.

26. How to write
Because readers fixate on certain parts of the page when they scan - headlines, subheads, summaries, captions, hypertext links, and bulleted lists – you should engage in the following four-step process

27. The patented four-step process
Decide on the main elements/messages on the page – and then halve them
Write the body copy in an accessible way – and then halve the number of words
Write the scannable bits – remember the F
Write the intro/main header

28. Research study of what makes effective copy on the web
One topic was written in five different ways and published online. Each piece of copy was put to a focus group and tested for its
usability.

29. The ‘Control’ – promotional copy
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every year,
without fail.
In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge
(86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical Park
(28,446).

30. Concise text (58% more usable than control example)
In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge
State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.

31. Scannable layout (47% more)
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail.
In 1996, some of the most popular places were:
Fort Robinson State Park (355,000 visitors)
Scotts Bluff National Monument (132,166)
Arbor Lodge State Historical Park & Museum (100,000)
Carhenge (86,598)
Stuhr Museum of the Prairie Pioneer (60,002)
Buffalo Bill Ranch State Historical Park (28,446).

32. Objective language (27% more)
Nebraska has several attractions.
In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

33. Combined version (124% more)
In 1996, six of the most-visited places in
Nebraska were:
Fort Robinson State Park
Scotts Bluff National Monument
Arbor Lodge State Historical Park & Museum
Carhenge
Stuhr Museum of the Prairie Pioneer
Buffalo Bill Ranch State Historical Park
The combined version uses all three improvements in writing style together: concise, scannable, and objective.

34. Why objective is better
Promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hype to get at the facts. When people read a paragraph that starts "Nebraska is filled with internationally recognized attractions," their first reaction is no, it's not, and this thought slows them down and distracts them from using the site.
Students are attuned to bullshit.

35. Concise, objective and scannable
HOT TIP
Concise, objective and scannable
COS

36. Good writing – things your grandma should have told you
I’ve gone on and on about the differences between print and web writing but, as your Grandma would tell you, good writing is good writing.

37. The eternal truth You are careers writers.
You are web careers writers.
With respect, it is not your task to delight with clever phrases, to charm with the mellifluous flow of language or to transport from the real world to an imaginary one.
Whatever other values your writing may have, it is bad writing if it is not immediately clear.

38. The compassionate precis
Cutting text always results in a more readable web page
Cutting text makes pages more attractive (and more likely to be read)
Think about the CV advice you give to students…

39. How to chop your words down
Be economical with words
Your best friends are present tense verbs
Kill the clause
Treat adjectives and adverbs with suspicion
Avoid jargon and hype like the plague

40. For example…
Having made the initial commitment to their innovative graduate programmes, Bucknall Austin remains totally convinced of the real benefits to both students and the firm.

41. For example…
Whilst nearly every trainee solicitor wants as much contact with clients as humanly possible, the ultimate client exposure is undoubtedly a secondment.

42. Cut out the padding Behind schedule Is of the opinion that
During the course of
In the direction of
Owing to the fact that
At the present time
The whole of
Give consideration to

43. The ten commandments To be or not to be, that is the question
There’s a lot to be done
There’s a lot to do
Must have, have to-itis
There are many things you have to do in this job
In this job, there’s a lot to do
A good leader must inspire confidence
A good leader inspires confidence

44. The ten commandments A good verb is worth a thousand adjectives
In this day and age, a meandering policy towards…
Today, a company that meanders between..
Make the verb active
The careers service launches a new programme NOT
A new programme has been launched by the careers service
Place the verb near the beginning of the sentence

45. The ten commandments Don’t start sentences with subordinate clauses
Judging by the number of cards on his desk, Mr Smith was a popular man
The best sentences are short
‘You’ is almost always best
Speak the words out loud
Communicate directly and simply
BUT do not patronise by adopting the reader’s voice or by over use of empathy
Choose familiar words

46. HOT TIP
The easiest way to come up with a new idea is to steal someone else’s
But adapt, localise content
Be informed by students’ views
Update copy to keep freshness and relevance

53. Social networking - writing
Twitter, blogs and facebook
Different rules and different constraints
Same overall message – less is more and keep a focus
Don’t expect it to be self-generating – you need to devote time to keep it all going

59. Summary
It’s different from print writing and needs more treatment, calculation and planning
Make it scannable, concise and objective
Get feedback from students in real-time tests

60. If you want the slides… E-mail me and I’ll send them straight back…