Writing and Editing Content Writing and Editing Content for the World Wide Webfor the World Wide Web

Writing and Editing Content Writing and Editing Content for the World Wide Webfor the World Wide Web

Tips for writing successful web content

Shan Osborn

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Content is KingContent is KingContent is KingContent 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

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DefinitionDefinitionDefinitionDefinition

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.

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Successful web content Successful web content isisSuccessful web content Successful web content isis

easy (simple)shortbalancedleadingrelevantaccuratenecessarycurrent

Bulleted lists and pull-quotes Bulleted lists and pull-quotes can dramatically improve can dramatically improve scannability by providing scannability by providing

a quick overview of key points a quick overview of key points pointers to details about key pointers to details about key

informationinformation a concise format a concise format

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Successful web content Successful web content is not…is not…Successful web content Successful web content is not…is not…

a brochurea journal article a technical reporta booka poster

““Writing for the Writing for the Web is not the Web is not the

same as writing same as writing for print because for print because

people read people read differently on differently on

the Web.”the Web.”

--Gerry McGovern, author --Gerry McGovern, author The Web Content Style GuideThe Web Content Style Guide

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Measures of successMeasures of successMeasures of successMeasures of success

manageableuser-centricrespectfullinkableclearly labeled (headings)valuable/purposefulprofessionally producedmeasurable

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Tips for successTips for successTips for successTips for success

Create a user persona for each audience setHave a technical editor and/or marketing staff member review your content.Use headings to leadUse descriptive linksWrite for actionHire a writer!Remember: Less is more!