1. Writing for Communication on the Web
LESSON 15
Module 6: The Design Process
Writing for Communication on the Web

2. Lesson Overview In this lesson, you will:
List the components of good writing for Web sites
Relate an inverted pyramid to a writing style for Web pages
Describe how headlines can be used to the Web designer's advantage
Describe eye-tracking and how it affects the way readers read Web pages
Be able to describe hypertext links and explain how to use them appropriately on Web pages
Lesson 15 Overview

3. Guiding Questions: Q: What is THE most important part of a Web page?
A: Content
Q: List three important factors to consider when writing for the web?
A: Make the text easy to scan
A: Be concise in the writing
A: Be objective in what is written
Post one or more of these questions in an area where students can read them and allow time for students to respond to the questions in their journals. Discuss the students’ answers to these questions. Possible focus points for each question appear in parentheses after the question.
What is THE most important part of a Web page? (content)
What three things are the most important when writing for the web? (make the text easy to scan, be concise in the writing, and be objective in what is written)
What is the typical method for writing content in paragraph form? (pyramid form, main idea is presented and then supported with details)
Would this work for Web pages? (no, it is better to write in an inverted pyramid form)
How do people actually read Web pages? (they scan for information in an “F” pattern)

4. Guiding Questions (cont’d):
Q: What is the typical order of content in paragraph writing?
A: Pyramid form – Main idea is presented and then supported with details
Q: Is this order effective for Web pages?
A: No – Web is easier to read when in an inverted pyramid form
Q: How do people actually read Web pages?
A: They scan for information in an "F" pattern
Post one or more of these questions in an area where students can read them and allow time for students to respond to the questions in their journals. Discuss the students’ answers to these questions. Possible focus points for each question appear in parentheses after the question.
What is THE most important part of a Web page? (content)
What three things are the most important when writing for the web? (make the text easy to scan, be concise in the writing, and be objective in what is written)
What is the typical method for writing content in paragraph form? (pyramid form, main idea is presented and then supported with details)
Would this work for Web pages? (no, it is better to write in an inverted pyramid form)
How do people actually read Web pages? (they scan for information in an “F” pattern)

5. What Is Refinement? Refinement is an iterative process
Typeface of headers and text, appearances of images, and color schemes are detailed and informally tested
Define refinement. Refinement is an iterative process meaning that it could take several attempts to get the final form of the product. During the refinement phase, typeface of headers and text, appearances of images, and color schemes are detailed and informally tested.

6. Does Anyone Really Read What’s Written?
Discuss
Have students discuss the question “Does anyone really read what’s written?”

7. What Constitutes “Good” Writing?
Conventions
Correct spelling
Grammar
Sentence structure
Content – the quality of the information being conveyed
When writing for the Web, you have to be aware of how people read Web pages, as well as the nature of hypertext itself
Writing that is considered to be good involves two main components; conventions and content. Conventions deal with grammar, spelling and sentence structure while content deals with the quality of the information being conveyed to the reader. When writing for the Web, you have to be aware of how people read Web pages, as well as the nature of hypertext itself.

8. How Does Reading on the Web Differ from Reading a Page of Text?
Scan the content rather than read every word
Viewers of Web pages tend to scan for information rather than reading every word.

9. How Does Writing for the Web Differ from Normal Writing?
Classic academic writing :
Follows a pyramid structure
Lays the foundation
Supports the information with research or data
Follows with a conclusion
Discuss the differences between academic writing and writing for the Web. Classic academic writing follows a pyramid structure, lays the foundation, supports the information with research or data, and follows with a conclusion.

10. How Does Writing for the Web Differ from Normal Writing?
An inverted pyramid is suggested:
Put the essential information first
Details follow, allowing the user to decide whether to read more on the page
The style used for academic writing does not work well for the Web. An inverted pyramid works better. The inverted pyramid of writing means putting the essential information first then all the details to follow, allowing the user to decide whether to read more on the page.

11. Tips Readers do not scroll, so put the critical information first
Group your content into small, bite-sized pieces of information
Makes the text much easier to read on screen
Use the heading feature to your advantage
Hypertext links could be used as well as font and color variations
Here are some things to remember about viewers of Web sites.
Readers do not scroll so put the critical information.
Group your content into small, bite-sized pieces of information. This makes the text much easier to read on screen.
Use the heading feature to your advantage. The headings can help to guide a reader to find the information that they want more quickly.
Hypertext links could be used as well as font and color variations.

12. Research Studies show where people's eyes spend the most time
Suggests that these areas contain the most heavily consumed content
Users tend to read in an "F" pattern and focus on information that is presented in bulleted lists
Examples of the heat-maps can be found at the following URL:
Research has shown that people read Web pages very differently than text on paper. Studies show where people's eyes spend the most time. This suggests that these areas contain the most heavily consumed content. Users tend to read in an "F" pattern and focus on information that is presented in bulleted lists. Examples of the heat-maps can be found at the following URL: Consequently, standard writing styles have been adapted to compensate for scanning the site, navigation via hypertext links, and scrolling.

13. Wrap-Up Use an “F” pattern for content on the Web page
Put the essential information first
Details follow, letting the user make the decision to read more on the page

14. Assignment:
Work with your design team to develop the content for your homepage
Use the rubric (T.6.15.R_Writing) as a guide as you work
Discuss the rubric for writing (T.6.15.R_Writing) and have students work with their design teams to develop content for the homepage of the client Web site.