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Map of Users Reading
‡ People rarely read Web pages word by word;
instead, ? ey scan ? e page, picking out
individual words and sentences.
‡ In research on how people read websites :
-79 percent of users always scanned any new page
they came across
-16 percent read word-by-word
ãs a result, Web pages have to employ scannable ?ex?,
using :
‡ highlighted eywords (hypertext links serve as one form
of highlighting; typeface variations and color are others)
‡ meaningful sub- eadings (not "clever" ones)
‡ bulleted lis?s
‡ one idea per paragraph (users will skip over any
additional ideas if they are not caught by the first few
words in the paragraph)
‡ the inverted pyramid style, starting with the conclusion
ãlso, credibili?y is impor?an? for Web users, since it is
unclear who is behind information on the Web and
whether a page can be trusted.
Credibility can be increased by:
‡ high-quality graphics, in our case we use photos instead
‡ good writing
‡ use of ou?bound yper?ex? lins. Links to other sites
show that the authors have done their homework and are
not afraid to let readers visit other sites.
Measuring ? e Effec? of
Improved Web Wri?ing
Usabili?y Improvemen?
Si?e Version Sample Paragrap (rela?ive ?o con?rol
condi?ion)
Nebraska is filled with internationally recognized
attractions that draw large crowds of people every
year, without fail. In 1996, some of the most popular
Promo?ional wri?ing (con?rol condi?ion) places were Fort Robinson State Park (355,000
0%
using the "marketese" found on many visitors), Scotts Bluff National Monument (132,166),
(by definition)
commercial websites ãrbor 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).
In 1996, six of the best-attended attractions in
Nebraska were Fort Robinson State Park, Scotts Bluff
Concise ?ex?
National Monument, ãrbor Lodge State Historical
with about half the word count as the 58%
Park & Museum, Carhenge, Stuhr Museum of the
control condition
Prairie Pioneer, and Buffalo Bill Ranch State
Historical Park.
Usabili?y Improvemen?
Si?e Version Sample Paragrap (rela?ive ?o con?rol
condi?ion)
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
Scannable layou? (355,000 visitors)
using the same text as the control condition Scotts Bluff National Monument (132,166) 47%
in a layout that facilitated scanning ãrbor 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).
Nebraska has several attractions. In 1996, some of
the most-visited places were Fort Robinson State
Objec?ive language
Park (355,000 visitors), Scotts Bluff National
using neutral rather than subjective,
Monument (132,166), ãrbor Lodge State
boastful, or exaggerated language 27%
Historical Park & Museum (100,000), Carhenge
(otherwise the same as the control
(86,598), Stuhr Museum of the Prairie Pioneer
condition)
(60,002), and Buffalo Bill Ranch State Historical
Park (28,446).
In 1996, six of the most-visited places in
Nebraska were: Fort Robinson State Park
Combined version
Scotts Bluff National Monument
using all three improvements in writing
ãrbor Lodge State Historical Park & Museum 124%
style together: concise, scannable, and
Carhenge
objective
Stuhr Museum of the Prairie Pioneer
Buffalo Bill Ranch State Historical Park
Par? II:
Web Wri?ing
for Many
In?eres? Levels
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Övery person has a certain level of interest
in every web page. This may be:
± no interest
± some interest
± strong interest
Unfortunately, mos? of your audience will only
ave some in?eres?. This may be due to limited
time or a basic lack of interest.
The levels of interest can be more clearly
defined:
‡ no interest
‡ title only
‡ one sentence summary
‡ one paragraph summary
‡ major points
‡ minor points
‡ detailed interest
‡ thirst for more information
Luckily there are specific techniques which can be
employed to cater for readers at each level:
 No Interest User
‡ writing clear and informative titles to make links clearer
‡ promoting links and the site in relevant locations only
‡ providing accurate descriptions and keywords for search
engines
 Title Only User
title is the first piece of information, basic idea of
? e page. Clear, meaningful titles will improve this
first filter of users into your site.
‡ One Sentence Summary
Using the very first sentence to summarize the complete
page introduces a small in?eres? level fil?er.
‡ One Paragraph Summary
The purpose of this paragraph is not to entice people to
continue reading It should give people an insight into
your information in a few short sentences. This is a
powerful opportunity to impact the thinking of people
whose interest in your topic is only small.
Remember that you are selling your informa?ion, no? your ar?icle.
 Major Poin?s
‡ Use eadings ?o mae major poin?s.
‡ Like the summaries, eadings s ould be informa?ive.
You will probably only have a few seconds to impress the reader, don't waste
their time with fluff.

 Minor Poin?s
‡ skim readers can pick out the information easily
‡ the points are highlighted for those reading all the details
‡ people re-reading the page can brush up quickly
‡ scanning to find specific points is simple
Minor poin?s de?ail ? e argumen?s be ind a major poin?.
There are three principal techniques for highlighting minor
points:
± boldface font
± topic sentences
± bulleted lists
‡ e?ailed In?eres?
They want to understand your perspective on the topic.
The information you are presenting is probably
available on many other sites, i?s your perspec?ive
and presen?a?ion ? a? are unique.
‡ ` irs? for More Informa?ion
‡ Öach web page should be ex?remely specific wi? lins
?o rela?ed and de?ailed informa?ion sources.
‡ Providing links to outside resources is extremely
important to add credibility to your site and arguments.
Examples:
‡ Kampanye Hari Bumi: Fun Bike to Öarth
 article with heading
‡ FSL Comlabs: Trend Desktop 2009
‡ ãrticle with bulleted lists
‡ SBM ITB : Tim ãstaLaVista Raih
Penghargaan L'Oreal Ö-Strat Challenge
2009
‡ ãrticle with highlighted keywords
Dies Ömas ITB: Sudut Kreativitas Seni Rupa
ãrticle with interesting picture
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‡ Flash news adalah berita peliputan singkat
tentang suatu event/issue, 400-600 kata.
‡ Dimulai dengan format KOTã, sumber - Isi
berita. Contoh: BãNDUNG, itb.ac.id - Dst.
OSãKã, arc.itb.ac.id - Dst.
‡ Isi berita berupa reportase, gaya penulisan
tidak harus disamakan.
‡ Berita yang didapatkan dari pengirim berita
formatnya harus dibuat seragam.
‡ Segala konsensus bahasa yang lain mengikuti
ÖYD.
ÚUUL BERI`
1. Judul berfungsi mengiklankan berita
2. Judul berita ditulis padat, singkat, jelas, dan
mencerminkan isi pokok berita yang
terangkum dalam teras.
3.Huruf pertama setiap kata pada judul berita
ditulis dengan huruf capital, kecuali kata depan
dan kata sambung.
4. Judul berita tidak lebih dari satu baris.
5. a. Judul kutipan dimulai dengan nama
jabatan sumber yang membuat pernyataan
±  
Rektor ITB: Mahasiswa Dilarang Berpolitik
b. Judul kutipan bisa dengan nama jika
sumber berita itu adalah tokoh
Con?o :
Betty ãlisjahbana: Saya Siap Lepaskan
Jabatan untuk Iã
6. Hindari judul berita yang bisa ditafsirkan
salah.
Con?o :
‡ ]   Orientasi Mahasiswa Baru
Dihilangkan
‡  Orientasi Mahasiswa Baru Telah
Dihilangkan
‡ 7. Dalam judul dimungkinkan mengandung
dua atau lebih fakta yang saling berkaitan.
‡ Con?o :
‡ Wisuda ITB Oktober 2008, Lima Ratus
Cum Laude, Sepuluh Doktor
B RIS `ERBI`
1. Tempat (nama kota), itb.ac.id, garis datar
2. Tempat pada baris terbit adalah tempat
berita itu terjadi.
3. Bila tidak dikenal, nama tempat itu harus
diikuti dengan tempat terdekat yang lebih
‡ dikenal
‡ Con?o :
BOSTON, ãmerika Serikat, itb.ac.id-
4. Garis datar di tulis di antara baris terbit dan
kata pertama teras
5. Jika berita merupakan kutipan atau
terjemahan dari kantor berita asing tanpa
mengubah strukturnya, N
 ditulis
lebih dahulu, disusul tanggal penerbitan di
media asli, nama kantor berita asing/sumber
media asli yang dikutip, garis datar
Con?o :
itb.ac.id, 14/11 (Pikiran Rakyat) ± Website
ITB urutan pertama kategori website
perguruan tinggi«.dst
`ER S BERI`
1. Teras berita adalah alinea pertama yang
mengemukakan bagian terpenting
dan paling menarik dari suatu berita.
2.. Jika unsur Siapa merupakan bagian dari suatu
lembaga atau kesatuan, pada
teras berita disebutkan nama lembaga atau
kesatuannya.
Con?o :
BãNDUNG, itb.ac.id- School On Internet (SOI)
ITB kembali menyiarkan kuliah jarak jauh«dst
3. Unsur Tempat dapat dipakai untuk membuka
teras berita jika merupakan fakta
terpenting dalam berita.
Con?o :
BãNDUNG, itb.ac.id- ãmerican Corner, bagian
dari Perpustakaan Pusat ITB, mulai ramai
dikunjungi«.dst
4. Unsur Waktu dapat menjadi awal teras berita
jika mempunyai arti terpenting atau
ingin ditonjolkan dalam berita.
Con?o :
BãNDUNG, itb.ac.id- Jumat tanggal 7
Februari, kegiatan akademis berlangsung
seperti biasa. Hal ini merupakan respon atas
dibatalkannya rencana cuti bersama oleh
pemerintah«dst
5. Unsur Bagaimana dan Mengapa pada
umumnya tidak mengawali teras berita,
‡ kecuali untuk berita yang mengungkapkan
suatu peristiwa yang jarang terjadi atau
memiliki daya pikat manusia yang tinggi.
Con?o :
BãNDUNG, itb.ac.id- Dengan segala
keterbatasan fisik, Julia, seorang mahasiswi
ITB berhasil memenagi medali emas
olimpiade«.dst
`UBUH BERI`
1. Fungsi utama tubuh berita ialah mendukung
dan melengkapi hal yang dikemukakan
dalam teras berita sehingga berita
memenuhi unsur 5W+1H.
2. Tubuh berita harus berisi uraian lebih rinci
dari yang tertulis dalam teras berita.
3. Tubuh berita disusun dengan alur cerita dari
satu alinea ke alinea berikutnya secara
berkesinambungan.
4. Dalam tubuh berita, satu alinea terdiri atas
2 kalimat atau lebih.
5. Fakta dan data latar belakang yang sudah
umum.
`H  YOU!!