1. TravelWise West Midlands Website Writing for the Web www.travelwisewestmids.org.uk Andy Thorpe Sandwell MBC

4. How to Write for the Web The following example shows how text could be presented in a more web friendly format.

5. From this: What are Smarter Choices? Smarter Choices refers to a variety of methods and initiatives which reduce the negative impacts of travel on congestion, carbon emissions, the environment and health. It embraces many of the supporting factors which influence travel choice such as public transport, cycling and walking information together with directly informing people about alternative modes of travel through personalised travel planning schemes. Smarter Choices are becoming an increasingly important element in ensuring an effective system of transport in the United Kingdom. One of the challenges ACT TravelWise and transportation planners face is ensuring that Smarter Choices are mainstreamed into transport strategies. Only in this way can transport strategies create sustainability, greater accessibility and social inclusion and a first-class integrated transport system. In July 2005, the Department for Transport published, 'Smarter Choices – Changing the way we travel'. For more information click on http://www.dft.gov.uk/publications/smarter-choices-changing-the-way-we-travel- main-document/. The Smarter Choices menu includes workplace and school travel plans, personalised travel planning, travel awareness campaigns and public transport information and marketing, car clubs and car sharing schemes, teleworking, teleconferencing and home shopping.

6. To this: What are Smarter Choices? Smarter Choices refers to a variety of methods and initiatives which reduce the negative impacts of travel on congestion, carbon emissions, the environment and health. It embraces many of the supporting factors which influence travel choice such as public transport, cycling and walking information together with directly informing people about alternative modes of travel through personalised travel planning schemes. Smarter Choices are becoming an increasingly important element in ensuring an effective system of transport in the United Kingdom. One of the challenges ACT Travelwise and transportation planners face is ensuring that Smarter Choices are mainstreamed into transport strategies. Only in this way can transport strategies create sustainability, greater accessibility and social inclusion and a first-class integrated transport system. In July 2005, the Department for Transport published 'Smarter Choices – Changing the way we travel' to provide guidance on possible sustainable travel measures. The Smarter Choices menu includes:Smarter Choices – Changing the way we travel workplace and school travel plans personalised travel planning, travel awareness campaigns and public transport information and marketing car clubs and car sharing schemes teleworking, teleconferencing and home shopping.

7. How to Write for the Web The following sentences should be re- written to make good link text. The underlined text is the link.

8. How to Write for the Web Click here for 2012 dates for the West Midlands TravelWise campaign. The 2012 dates for the West Midlands TravelWise campaign are now available.

9. How to Write for the Web More information about opening times at the West Bromwich bus station travel shop. The West Bromwich bus station travel shop is open to the public at various times.

10. How to Write for the Web Go to http://www.sandwell.gov.uk/travelwise for information on sustainable travel.http://www.sandwell.gov.uk/travelwise Sustainable travel informationSustainable travel information for residents in Sandwell.

11. How to Write for the Web Cyclists at a bikers’ breakfast event.

12. How to Write for the Web Electric car at a charging point.

13. Questions and Suggestions If you have any questions or suggestions please let us know. Contacts: mike.cooper@birmingham.gov.uk andy_thorpe@sandwell.gov.uk www.travelwisewestmids.org.ukwww.travelwisewestmids.org.uk “Contact Us”