1. Writing and Editing Content for the World Wide Web Tips for writing successful web content Shan Osborn

2. 2 Content is King Why do we care A website is only as good as its content. We want to get users to the information they seek quickly and easily We want content to translate into direct impact and action

3. 3 DefinitionDefinition Successful web content is the appropriate, well-planned, and logical combination of text, graphics, applications, etc., that are necessary to drive readers to take a desired action.

4. 4 Successful web content is easy (simple) short balanced leading relevant accurate necessary current Bulleted lists and pull-quotes can dramatically improve scannability by providing a quick overview of key points a quick overview of key points pointers to details about key information pointers to details about key information a concise format a concise format

5. 5 Successful web content is not… a brochure a journal article a technical report a book a poster “Writing for the Web is not the same as writing for print because people read differently on the Web.” --Gerry McGovern, author The Web Content Style Guide

6. 6 Measures of success manageable user-centric respectful linkable clearly labeled (headings) valuable/purposeful professionally produced measurable

7. 7 Tips for success Create a user persona for each audience set Have a technical editor and/or marketing staff member review your content. Use headings to lead Use descriptive links Write for action Hire a writer! Remember: Less is more!