Writing for the webTim MatschakCass Business SchoolCity University, London

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Structure

IntroductionWhy should we write for the web?How should we write for the web?PractiseHow can we improve writing on our siteConclusion

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Why write for the web?

StylesMediaAudiences

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Reading on the web

What is the participants own experience?4 out of 5 scan and do not readReading is 25% slower than on paperF-pattern (http://www.useit.com/alertbox/reading_pattern.html)7 second impression

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Web copy

ScannableConciseCredible

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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

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Scannable layoutNebraska 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

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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

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Example (Bird flu)

http://www.guardian.co.uk/commentisfree/story/0,,1748867,00.htmlhttp://crofsblogs.typepad.com/h5n1/2006/04/the_guardian_re.html#morehttp://news.independent.co.uk/environment/article356268.ece

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ResourcesUseit.com

http://www.useit.com/papers/webwriting/Web Developers Virtual Library

http://wdvl.internet.com/Internet/Writing/RNIB

http://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)