1. Writing for the Web.
Ramsey Mohsen

2. Digital Evolution Group
• Full-service e-consultancy
• Founded in 1999 by three KU School of Business graduates
• Clients include New Balance, American Century Investments, Lockton
Companies, Gordmans, Hallmark Corporation and the Kansas City Zoo

3. Print vs. Web?
• Why is it different?
• Web isn’t where you announce; it’s where you do.
• Website / Internet Structure 101

4. Goals
• Web Content Writing Considerations
• Headings and Headlines
• Various Content Tips
• Technical / Search Engine Considerations
• Questions

5. Web Content Writing
• “Inverted Pyramid”, conclusion first – then support it.
• Start with a short summary.
• Body copy should be succinct paragraphs.
• Minimal scroll below the “fold”
• Begin sentences with action-oriented verbs
• Call(s)-to-Action

6. Web Content Writing (cont.)
• “Shelf life” of content published online
• Arrival vs. Depature, “interlinked” content
• F-pattern scanning and the “two words” rule

7. Headings and Headlines
• Usability is greatest when users need fewer mental
transformations to convert a sentence into actionable
understanding
• Active Voice is best for most web content
• Content should be concise, easy to scan, and objective.
Use one idea per paragraph.
• “Scannable Test” (headings, bullets, images)
• Front load everything

8. Additional Content Tips
• Numerals beat words when referring to specifics (e.g.
“13” vs. “Thirteen”).
• Better to write a positive statement (“do X”) than a
negative statement (“avoid Y”).
• Single page only optimized for 3-4 keywords.
• Do not link the phrase “click here”.
• Underline linked phrases and keywords.

9. Technical Considerations
• Page Titles and Descriptions
• Page Description
• Keywords
• Headings
• PPC vs. Organic

10. Thank You.
Questions?

11. Contact Information
• Ramsey Mohsen – Consultant / Project Lead (mohsenr@digitalev.com)
– work: www.digitalev.com
– micro-blog: www.ramseymohsen.com
– video blogs: www.youtube.com/ramseymohsen
– web: www.ramseym.com
– email: ramsey@ramseym.com
– aim: ramsey mohsen de