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Some tips to writing content for the web in college.
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Writing for the WebDr. Gerald R. Lucas
This is not your standard college writing.
Web UsersLean forward
Are on a specific mission
Are busy and impatient
Don’t read, but scan
Are more specialized
Are selfish and self-centered
Expect “actionable content”
Usability StrategiesWrite for a minimum — cut text in half
Use headings and subheadings
Use bulleted lists
Develop one idea per paragraph
Highlight keywords — bold is nice
Use English, not “marketese” or “academicese”
Do your homework — link out
Focus on Two Questions
What? (what’s the page’s function?)Why? (what’s in it for them?)
Writing Should Be
Brief
Precise
Active
Imaginative
Direct
Consistent
Aware
Concise
Example 1
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).
Example 2
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.
Example 3Nebraska 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)Buffalo Bill Ranch State Historical Park (28,446).
Example 4
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).
Example 5
In 1996, six of the most-visited places in Nebraska were:
Fort Robinson State ParkScotts Bluff National MonumentArbor Lodge State Historical Park & MuseumCarhengeStuhr Museum of the Prairie PioneerBuffalo Bill Ranch State Historical Park
Avoid blah-blah text.
WordPressMake it actionable — take advantage of the Web
Do your homework — show credibility
Use an original, specific title — think keywords
Have a specific point and get to it — summary
Preview your entries — know what it will look like
Use appropriate category and tags
Proofread and revise
ExampleJakob Neilson “Low-Literacy Users: Writing for a Broad Consumer Audience.”
“Link unto others’ good stuff as you would have them link unto your good stuff.” —Jeff Jarvis
Links
Are “actionable content”
Attract the reader’s eye
Show credibility
Must be relevant
Break down the linearity of the text
Must work — check them for accuracy
In Summary
Know your users
Practice usability — “actionable content”
Avoid “academic” writing
Avoid blah-blah words
Cut your prose in half
Know what and why
References
Carroll, Brian. Writing for Digital Media. Routledge, 2010.
Nielson, Jakob. Use It. http://www.useit.com/