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Writing for the Web

Writing for the Web

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Published by Richard Day
Learn from a world-famous blogger and retired professor how to write effective content for websites and blogs!
Learn from a world-famous blogger and retired professor how to write effective content for websites and blogs!

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Published by: Richard Day on Jun 26, 2009
Copyright:Attribution Non-commercial

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01/01/2013

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Self-Counsel Press
(a division of)
International Self-Counsel Press Ltd.USACanada
WRITING
for the
WebWeb
Crawford Kilian
 
PREFACExvINTRODUCTIONxxi1HISTORY, HYPERTEXT, AND INTERACTIVECOMMUNICATION
11.Plain Text versus Hypertext 32.The Interactive Communication Model53.Computers Make Us Impatient64.Computers Give Us Jolts75.Computer-Screen Text Is Hard to Read75.1Computer-screen text is hard to proofread86.Websites Attract Different Kinds of Visitors87.Webtext Is Hypertext9
v
CONTENTS
 
2STRUCTURING YOUR WEBSITE
111.Chunking: Hit and Run Information Retrieval122.Scrolling: Information Retrieval by Downloading143.The Three Principles of Webtext163.1Orientation: Where am I and how do I getaround this site?173.2Information: The reason for the sites existence193.3Action: What people should do once they’reinformed20
3ORGANIZING WEBSITE CONTENT
231.Orientation: Navigation Cues Provide a SiteOverview231.1Understand how visitors scan web pages241.2Treat every page like a home page261.3Signal transitions with navigation buttons272.Orientation: Headlines282.1Use subheads292.2Grab readers’ interest: Hooks, links, and blurbs303.Information: Analyze Your Audience — and Yourself!343.1Whats your exformation?353.2Create a client brief393.3Organize consciously403.4Writing webtext from scratch423.5Style and display443.6Format for printing453.7Use bulleted lists464.Action: Communication Runs Both Ways484.1Response cues49
4WRITING GOOD WEBTEXT
531. Activate the Passive54
vi
Writing for the Web

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