1. Writing for the web Tim Matschak Cass Business School City University, London

2. Date Arial Bold 10pt Structure Introduction Why should we write for the web? How should we write for the web? Practise How can we improve writing on our site Conclusion

3. Date Arial Bold 10pt Why write for the web? Styles Media Audiences

4. Date Arial Bold 10pt Reading on the web What is the participants own experience? 4 out of 5 scan and do not read Reading is 25% slower than on paper F-pattern (http://www.useit.com/alertbox/reading_pattern.html)http://www.useit.com/alertbox/reading_pattern.html 7 second impression

5. Date Arial Bold 10pt Web copy Scannable Concise Credible

6. Date Arial Bold 10pt Promotional writing 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). Carhenge From useit.com

7. Date Arial Bold 10pt Concise text 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.Carhenge From useit.com

8. Date Arial Bold 10pt Scannable layout 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)Carhenge Stuhr Museum of the Prairie Pioneer (60,002) Buffalo Bill Ranch State Historical Park (28,446). From useit.com

9. Date Arial Bold 10pt Objective language 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).Carhenge From useit.com

10. Date Arial Bold 10pt Combined version 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 From useit.com

11. Date Arial Bold 10pt Example (Bird flu) http://www.guardian.co.uk/commentisfree/story/0,,1748867,00.html http://crofsblogs.typepad.com/h5n1/2006/04/the_guardian_re.html#more http://news.independent.co.uk/environment/article356268.ece

12. Date Arial Bold 10pt Resources Useit.com http://www.useit.com/papers/webwriting/ http://www.useit.com/papers/webwriting/ Web Developers Virtual Library http://wdvl.internet.com/Internet/Writing/ http://wdvl.internet.com/Internet/Writing/ RNIB http://www.rnib.org.uk/xpedio/groups/public/documents/Public Website/public_clearlanguage.hcsp http://www.rnib.org.uk/xpedio/groups/public/documents/Public Website/public_clearlanguage.hcsp Books Writing for the Web Crawford Kilian (1999) Web Word Wizardry: A Net-savvy Writing Guide Rachel McAlpine (2000) Hot Text: Web Writing That Works Jonathan Price, Lisa Price (2002)