1. Storytelling for the web
Webshot 3
Storytelling for the web

2. 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

3. “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”

4. …there was an unwieldy website…

5. …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

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

7. …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

8. …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

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

10. …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

11. …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

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

13. …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.
Use appropriate formatting such as bolding and italicising to provide emphasis to key points

14. …which includes the following…
Be consistent
Use the language style guide
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

15. …and as a result…

16. …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

17. 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,
Nancy Hawkes, Editor-in-Chief, Head of Marketing
Maurice Ryder, Web Content Strategist
Visit to download supporting assets (including this presentation)
Questions?