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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
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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)
7 second impression
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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).
From useit.com
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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.
From useit.com
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) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446).
From useit.com
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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).
From useit.com
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
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
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Resources
Useit.comhttp://www.useit.com/papers/webwriting/
Web Developers Virtual Libraryhttp://wdvl.internet.com/Internet/Writing/
RNIBhttp://www.rnib.org.uk/xpedio/groups/public/documents/PublicWebsite/public_clearlanguage.hcsp
BooksWriting 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)