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How!To!Write!
Effective!Web!Copy



        Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009
Yes.!Hello.
   •   I’m!Kristina!Halvorson.

   •   I’m!the!President!of!Brain!Traffic!(Minneapolis,!MN).

   •   I’m!an!author.!In!theory.!

        – Content!Strategy!for!the!Web!
          (New!Riders!Voices!That!Matter,!Summer!2009)

   •   Thanks!for!having!me!in!Miami.!In!February.




                                                               FOWA!Miami!!|!!02.23.2009!!|!2
And!you!are!… ?
   •   Name

   •   Employer/Role

   •   Why!you’re!here

   •   One!thing!that!someone!might!not!guess!about!you




                                                          FOWA!Miami!!|!!02.23.2009!!|!3
Here’s!the!deal!for!today.
   1:30quot;1:45pm   We’ll!talk!about!“effective!web!copy.”

   1:45quot;2:30pm   We’ll!talk!about!how!to!plan!for!copy.

   2:30quot;4:30pm   We’ll!discuss:

                    ! Substance

                    ! Structure

                    ! Style

   4:30quot;5:00pm   We’ll!wrap!with!collaborative,!freequot;forquot;all!Q&A.




                                                           FOWA!Miami!!|!!02.23.2009!!|!4
Suggestions.
   •   Use!paper,!not!your!laptop.

   •   Get!up!when!you!need!to.

   •   Stop!me!for!questions.

   •   Don’t!make!fun!if!you!hear!my!Minnesotan!accent.




                                                          FOWA!Miami!!|!!02.23.2009!!|!5
What exactly
           is “effective
PART!ONE
           web copy”?
Effective!web!copy!…

   ! DELIGHTS

   ! SATISFIES

   ! HELPS!ME!DO!SOMETHING




                             FOWA!Miami!!|!!02.23.2009!!|!7
Delight!me.
  • Be!personable.

  • Share!secrets.

  • Surprise!me.

  • Reward!me.

  • Entertain!me.

  • Make!my!life!easier,!right!now.




                                      FOWA!Miami!!|!!02.23.2009!!|!8
FOWA!Miami!!|!!02.23.2009!!|!9
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Satisfy!me.
  • Know!what!I!want,!and!show!me!you!do.

  • Make!it!easy.

  • Deliver!on!your!promises.

  • If!you!make!a!mistake,!admit!it.

  • Be!consistent.

  • Get!out!of!my!way.




                                            FOWA!Miami!!|!!02.23.2009!!|!12
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Help!me!do!something.
  • Educate!me!… quickly.

  • Suggest!alternatives!or!addquot;ons!… but!don’t!shove!
    them!down!my!throat.

  • Prompt!me!… in!context.

  • Warn!me!… but!don’t!freak!me!out.




                                                         FOWA!Miami!!|!!02.23.2009!!|!16
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Effective!web!copy!…
   ! Communicates!SUBSTANCE!quickly!and!clearly.

   ! Is!communicated!in!a!STRUCTURE!that!provides!me!with!the!
     necessary!context!to!act!with!confidence.!

   ! Is!written!in!a!STYLE that’s!personable,!respectful,!and!the!
     embodiment!of!your!brand!values.




                                                                 FOWA!Miami!!|!!02.23.2009!!|!21
How To Plan
           for Web Copy
PART!TWO
           (or, “Content
           Strategy”)
My!favorite!web!copy!myths.
  • “We!can!figure!it!out!later.”

  • “The!copy!shouldn’t!be!that!big!of!a!deal.”

  • “We!already!pretty!much!know!what!we!want!to!say.”

  • “We!already!have!most!of!the!content.”

  • “I!should!be!able!to!take!care!of!most!of!this!myself.”




                                                              FOWA!Miami!!|!!02.23.2009!!|!23
To: Kristina Halvorson
Sent: Wednesday, May 14, 2008 3:21 PM
Subject: RE: hey there!

… This is a very large client who is building a site using a number of
different agencies. When it came to the content discussion the room
just threw their hands up in the air (literally and figuratively) because
no one had said they’d be responsible.

The site is going to be very content heavy and they want to launch
July 15.

Interested?




                                                                FOWA!Miami!!|!!02.23.2009!!|!24
SRSLY, PPL.




              FOWA!Miami!!|!!02.23.2009!!|!25
Writing!is!hard.
Writing!for!the!web!is!a!bitch.
  • Write!for!online!readers

  • Define!requirements

  • Plan!workflow

  • Agree!on!editorial!standards:!voice,!tone,!usage,!format

  • Schedule!updates

  • Find!all!the!“other” content




                                                          FOWA!Miami!!|!!02.23.2009!!|!26
CONTEXT                                                                                                        USERS
                          Userquot;centered!design!!!!!!!!!!!!!User!experience!!!!!!!!!!!!!User!testing

ORGANIZING!INFORMATION                                                                            PUBLISHING!CHANNELS
 Business!strategy                                                                                    PUSH
 Content!model                                                                                        Static/dynamic
 Information!architecture                                                                             Multichannel!delivery
                                        COLLABORATIONS
 Vocabulary!control                                                                                      Print
                                           Blogs
 Categorization/classification                                                                           Web
                                                                          ASSEMBLING!
                                           Wikis
 Interface/interaction!design                                                                            PDA/cell
                                                                          VERSIONS
                                           Forums                                                        PDF
                                                                            Versioning
                                           Mailing!lists                                                 Email
                                                                            Version!control
WORKFLOW!RULES                                                                                        Personalization
                                        CRM                                 Content!types
                                                                                                      Localization
 Business!rules                                                             Templates
                                           Contact!info                                               Rights!management
 Policies/procedures                                                        Navigation
                                           Access!control                                             PULL
 Roles/responsibilities                                                     Multilingual
                                           LDAP                                                       Syndication
 Content!owners!                                                            Compliance
                                           User!databases                                             Web!services
 Editors/publishers                                                         Reuse
                                                                                                      Search!enging
                                        DATABASES!+!                        Rollback
                                                                                                      Ecommerce
                                        REPOSITORIES
                                           Content!databases
CREATE!AND!EDIT                            File!system                                           ARCHIVE!+!DESTROY
 Authoring                                 Native!XML
                                                                                                      Retention!policy
 Capture/collect                           Documents
                                                                                                      Knowledge!base
 Acquisition                               Records
 Conversion                                Images/multimedia
 Aggregation                               Data!warehouses
 Ingestion/DRM                             Legacy!systems
 Editing!Tools
 Metadata!Tagging
 Library!Services                                                                                     cmsreview.com/stages
                                                                                                        FOWA!Miami!!|!!02.23.2009!!|!27
Writers!don’t!have!the!tools!to!deal.
   • Articles

   • Menu!items

   • Buttons

   • Link!naming

   • Error!messages

   • Task!instructions

   • Search!returns

   • Metadata


                                   FOWA!Miami!!|!!02.23.2009!!|!28
Before!you!start!writing!…
   • Do!an!audit.

   • Create!a!content!inventory.

   • Do!a!gap!analysis.

   • Create!a!style!guide.




                                   FOWA!Miami!!|!!02.23.2009!!|!29
The!audit
   • What!copy!do!I!need?

   • What!other!copy!do!I!need?

   • Speaking!of!which,!where!do!I!need!copy?

   • Also,!is!there!more!copy!I!need?




                                                FOWA!Miami!!|!!02.23.2009!!|!30
The!content!inventory




                        FOWA!Miami!!|!!02.23.2009!!|!31
The!gap!analysis
   • What’s!missing?

   • Where!can!I!get!it?

   • When!do!I!need!it?




                           FOWA!Miami!!|!!02.23.2009!!|!32
The!style!guide
   • Brand!values

   • Voice!and!tone!guidelines

   • Usage!guidelines!(like,!“the!Web” not!“the!web”)

   • Recurring!textual!elements

   • Legal!requirements




                                                        FOWA!Miami!!|!!02.23.2009!!|!33
The!style!guide:!Example
  All!copy!should!sound:!

  •   Clear!and!easy!to!follow:!Keep!writing!brief,!clean,!and!toquot;thequot;point.!
      Use!crisp!language.!Introduce!your!point!early!without!complicated!
      language!or!lengthy!clauses.!

  •   Engaging!and!casual: Write!the!way!our!customers!converse!with!family!
      and!friends.!Use!warm!language!and!a!strong,!descriptive!style.!


  •   Upbeat!and!encouraging:!Speak!in!terms!of!users’ interests,!goals,!and!
      challenges.!Use!active,!forwardquot;looking!statements.!Present!solutions!
      and!ideas!in!a!positive,!informative!manner.!




                                                                        FOWA!Miami!!|!!02.23.2009!!|!34
The!style!guide:!Example




                           FOWA!Miami!!|!!02.23.2009!!|!35
Substance
PART!THREE
Getting!at!substance!(the!“what”)
   • What!do!you!NEED!to!say?

      ...!to!support!the!successful!attainment!of!user!goals

   • What!do!you!WANT!to!say?

     … to!meet!your!own!business!objectives




                                                 FOWA!Miami!!|!!02.23.2009!!|!37
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Structure
PART!FOUR
Your!mission
   • Get!out!of!your!user’s!way.

   • Two!books!that!talk!about!this!brilliantly:
       – Designing!the!Obvious by!Robert!Hoekman,!Jr.

       – Don’t!Make!Me!Think by!Steve!Krug




                                                        FOWA!Miami!!|!!02.23.2009!!|!45
Being!smart!about!structure!(the!“where”)

   • Where!should!this!copy!appear!on!the!page?




                                             FOWA!Miami!!|!!02.23.2009!!|!46
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
FOWA!Miami!!|!!02.23.2009!!|!49
How to Write Effective Web Copy - Fowa Miami 2009
Being!smart!about!structure!(the!“when”)
   • When!should!this!copy!appear!in!the!application!design?

       – To!support!successful!task!completion

       – To!influence!behavior

   • How!will!this!copy!impact!the!user’s!attitude?

       – I!want!to!get!in,!get!this!done,!get!out

       – I!need!help!making!a!choice




                                                       FOWA!Miami!!|!!02.23.2009!!|!51
FOWA!Miami!!|!!02.23.2009!!|!52
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
FOWA!Miami!!|!!02.23.2009!!|!55
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
One millllllllllllllllllllion dollars
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Style
PART!FIVE
All!great!web!writing!is!…
   • Personable

   • Clear

   • Concise

   • Respectful

   • Customerquot;facing




                             FOWA!Miami!!|!!02.23.2009!!|!64
Often,!crappy!web!writing!is!…
   • Overwritten

   • Lazy!about!spelling!and!grammar

   • Lacking!focus

   • Hard!to!act!upon

   • All!about!you




                                       FOWA!Miami!!|!!02.23.2009!!|!65
Rethink!your!approach.
   • NO
      – What!do!I!want!to!tell!you?
      – What!do!I!want!you!to!understand?
      – What!do!I!wish!you!would!do?
      – How!can!I!make!you!care?


   • YES
      – What!do!you!want!to!know?
      – What!do!you!need!to!do?
      – What!do!you!need!to!feel!comfortable!and!smart?
      – What!do!you!care!about!… really?



                                                          FOWA!Miami!!|!!02.23.2009!!|!66
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Let’s!do!the!Top!10!List!thing.
   • Because!everyone!loves!a!good!top!10!list.




                                              FOWA!Miami!!|!!02.23.2009!!|!70
1.!!Less!is!more

    • Don’t!get!in!the!way!of!your!reader!gathering!information!or!
      completing!a!task.

    • Cut!all!unnecessary!words.!Then!cut!some!more.

    • GET!OUT!OF!YOUR!READER’S!WAY.




                                                    FOWA!Miami!!|!!02.23.2009!!|!71
FOWA!Miami!!|!!02.23.2009!!|!72
FOWA!Miami!!|!!02.23.2009!!|!73
2.!Get!to!the!point!
   • Boredom!=!immediate!departure

   • Save!your!niceties!for!when!they!call.

   • Step!into!your!reader’s!shoes.!!

       – What!information!do!I!want?

       – What!do!I!want!to!do?




                                              FOWA!Miami!!|!!02.23.2009!!|!74
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3.!Learn!to!love!the!inverted!pyramid.!
  •     Not!…
      –    Problem!statement!
      –    Related!work!
      –    Methodology!
      –    Results!
      –    Conclusions!
  •       But!…
      –      Conclusion
      –      Supporting!information
      –      Background,!technical!details




                                             FOWA!Miami!!|!!02.23.2009!!|!77
4.!Lead!with!active!words.!
   You!know!you’re!getting!a!great!deal!every!time!you!log!on!to!
      Target.com.!We!have!everyday!low!prices,!fabulous!moneyquot;
      saving!offers!and!all!your!favorite!products,!right!here!online,
      24!hours!a!day.

   For!fabulous!savings!and!everyday!low!prices,!shop!online!24!
      hours!a!day!at!Target.com.

   Save!more!money.!!Shop!Target.com.




                                                        FOWA!Miami!!|!!02.23.2009!!|!78
5.!Use!simple!sentences.
   • Complex:
     Best!Buy!Co,!Inc.!is!North!America’s!leading!specialty!retailer!
     of!consumer!electronics!and!appliances,!operating!nearly!
     700!retail!stores!in!the!United!States!and!Canada!under!the!
     names!Best!Buy,!Future!Shop,!Geek!Squad!and!Magnolia!
     Audio!Video.

   • Simple:
     Best!Buy!Co.,!Inc.!is!North!America’s!leading!specialty!retailer!
     of!consumer!electronics!and!appliances.!!We!operate!nearly!
     700!retail!stores!in!the!United!States!and!Canada.!!Our!
     subsidiaries!include!Best!Buy,!Future!Shop,!Geek!Squad!and!
     Magnolia!Audio!Video.




                                                                         FOWA!Miami!!|!!02.23.2009!!|!79
6.!Break!it!up.
   • Put!the!reader!in!control.

   • Paragraphs:!40quot;60!words.




                                  FOWA!Miami!!|!!02.23.2009!!|!80
7.!Design!for!scan!readers.
   • Bulleted!lists

   • Hierarchical!headings

   • Clean!up!your!columns

   • See!Luke!Wroblewski’s presentation,!Content!Page!Design!
     Best!Practices:!http://tr.im/gHgP




                                                   FOWA!Miami!!|!!02.23.2009!!|!81
FOWA!Miami!!|!!02.23.2009!!|!82
How to Write Effective Web Copy - Fowa Miami 2009
8.!!Write!killer!headings!
    •   I’m!not!reading.!!I’m!scanning.

    •   Just!tell!me!what!I’m!going!to!find!on!that!page!or!in!that!
        paragraph.

    •   Use!keywords.

    •   Don’t!be!clever.




                                                                       FOWA!Miami!!|!!02.23.2009!!|!84
FOWA!Miami!!|!!02.23.2009!!|!85
FOWA!Miami!!|!!02.23.2009!!|!86
9.!Set!expectations.!
  •   Deliver!on!your!promises.

  •   Tell!people!how!much,!how!long,!how!often.

  •   Make!sure!links!match!section!(or!page)!titles.!




                                                         FOWA!Miami!!|!!02.23.2009!!|!87
FOWA!Miami!!|!!02.23.2009!!|!88
FOWA!Miami!!|!!02.23.2009!!|!89
9½.!!“Click!here” is!out!
     Contact!usto!contact!us
     Click!here

     Learn!more
     Click!here to!find!out!more

     Order!nowto!order!now
     Click!here

     Sign!up!for!our!equot;newsletter
     Click!here to!sign!up!for!our!equot;newsletter




                                                  FOWA!Miami!!|!!02.23.2009!!|!90
10.!!Lighten!up.!
     • Readers!want!to!enjoy!their!visit.

     • Be!intimate,!friendly,!respectful.

     • Use!contractions,!common!language.

     • Make!your!reader!feel!smart,!not!stupid.




                                                  FOWA!Miami!!|!!02.23.2009!!|!91
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Discuss
PART!SIX
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
How to Write Effective Web Copy - Fowa Miami 2009
Hey,!thanks!
 email     kristina@braintraffic.com

 blog      http://braintraffic.typepad.com

 twitter   @halvorson




                         Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009

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How to Write Effective Web Copy - Fowa Miami 2009

  • 1. How!To!Write! Effective!Web!Copy Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009
  • 2. Yes.!Hello. • I’m!Kristina!Halvorson. • I’m!the!President!of!Brain!Traffic!(Minneapolis,!MN). • I’m!an!author.!In!theory.! – Content!Strategy!for!the!Web! (New!Riders!Voices!That!Matter,!Summer!2009) • Thanks!for!having!me!in!Miami.!In!February. FOWA!Miami!!|!!02.23.2009!!|!2
  • 3. And!you!are!… ? • Name • Employer/Role • Why!you’re!here • One!thing!that!someone!might!not!guess!about!you FOWA!Miami!!|!!02.23.2009!!|!3
  • 4. Here’s!the!deal!for!today. 1:30quot;1:45pm We’ll!talk!about!“effective!web!copy.” 1:45quot;2:30pm We’ll!talk!about!how!to!plan!for!copy. 2:30quot;4:30pm We’ll!discuss: ! Substance ! Structure ! Style 4:30quot;5:00pm We’ll!wrap!with!collaborative,!freequot;forquot;all!Q&A. FOWA!Miami!!|!!02.23.2009!!|!4
  • 5. Suggestions. • Use!paper,!not!your!laptop. • Get!up!when!you!need!to. • Stop!me!for!questions. • Don’t!make!fun!if!you!hear!my!Minnesotan!accent. FOWA!Miami!!|!!02.23.2009!!|!5
  • 6. What exactly is “effective PART!ONE web copy”?
  • 7. Effective!web!copy!… ! DELIGHTS ! SATISFIES ! HELPS!ME!DO!SOMETHING FOWA!Miami!!|!!02.23.2009!!|!7
  • 8. Delight!me. • Be!personable. • Share!secrets. • Surprise!me. • Reward!me. • Entertain!me. • Make!my!life!easier,!right!now. FOWA!Miami!!|!!02.23.2009!!|!8
  • 12. Satisfy!me. • Know!what!I!want,!and!show!me!you!do. • Make!it!easy. • Deliver!on!your!promises. • If!you!make!a!mistake,!admit!it. • Be!consistent. • Get!out!of!my!way. FOWA!Miami!!|!!02.23.2009!!|!12
  • 16. Help!me!do!something. • Educate!me!… quickly. • Suggest!alternatives!or!addquot;ons!… but!don’t!shove! them!down!my!throat. • Prompt!me!… in!context. • Warn!me!… but!don’t!freak!me!out. FOWA!Miami!!|!!02.23.2009!!|!16
  • 21. Effective!web!copy!… ! Communicates!SUBSTANCE!quickly!and!clearly. ! Is!communicated!in!a!STRUCTURE!that!provides!me!with!the! necessary!context!to!act!with!confidence.! ! Is!written!in!a!STYLE that’s!personable,!respectful,!and!the! embodiment!of!your!brand!values. FOWA!Miami!!|!!02.23.2009!!|!21
  • 22. How To Plan for Web Copy PART!TWO (or, “Content Strategy”)
  • 23. My!favorite!web!copy!myths. • “We!can!figure!it!out!later.” • “The!copy!shouldn’t!be!that!big!of!a!deal.” • “We!already!pretty!much!know!what!we!want!to!say.” • “We!already!have!most!of!the!content.” • “I!should!be!able!to!take!care!of!most!of!this!myself.” FOWA!Miami!!|!!02.23.2009!!|!23
  • 24. To: Kristina Halvorson Sent: Wednesday, May 14, 2008 3:21 PM Subject: RE: hey there! … This is a very large client who is building a site using a number of different agencies. When it came to the content discussion the room just threw their hands up in the air (literally and figuratively) because no one had said they’d be responsible. The site is going to be very content heavy and they want to launch July 15. Interested? FOWA!Miami!!|!!02.23.2009!!|!24
  • 25. SRSLY, PPL. FOWA!Miami!!|!!02.23.2009!!|!25
  • 26. Writing!is!hard. Writing!for!the!web!is!a!bitch. • Write!for!online!readers • Define!requirements • Plan!workflow • Agree!on!editorial!standards:!voice,!tone,!usage,!format • Schedule!updates • Find!all!the!“other” content FOWA!Miami!!|!!02.23.2009!!|!26
  • 27. CONTEXT USERS Userquot;centered!design!!!!!!!!!!!!!User!experience!!!!!!!!!!!!!User!testing ORGANIZING!INFORMATION PUBLISHING!CHANNELS Business!strategy PUSH Content!model Static/dynamic Information!architecture Multichannel!delivery COLLABORATIONS Vocabulary!control Print Blogs Categorization/classification Web ASSEMBLING! Wikis Interface/interaction!design PDA/cell VERSIONS Forums PDF Versioning Mailing!lists Email Version!control WORKFLOW!RULES Personalization CRM Content!types Localization Business!rules Templates Contact!info Rights!management Policies/procedures Navigation Access!control PULL Roles/responsibilities Multilingual LDAP Syndication Content!owners! Compliance User!databases Web!services Editors/publishers Reuse Search!enging DATABASES!+! Rollback Ecommerce REPOSITORIES Content!databases CREATE!AND!EDIT File!system ARCHIVE!+!DESTROY Authoring Native!XML Retention!policy Capture/collect Documents Knowledge!base Acquisition Records Conversion Images/multimedia Aggregation Data!warehouses Ingestion/DRM Legacy!systems Editing!Tools Metadata!Tagging Library!Services cmsreview.com/stages FOWA!Miami!!|!!02.23.2009!!|!27
  • 28. Writers!don’t!have!the!tools!to!deal. • Articles • Menu!items • Buttons • Link!naming • Error!messages • Task!instructions • Search!returns • Metadata FOWA!Miami!!|!!02.23.2009!!|!28
  • 29. Before!you!start!writing!… • Do!an!audit. • Create!a!content!inventory. • Do!a!gap!analysis. • Create!a!style!guide. FOWA!Miami!!|!!02.23.2009!!|!29
  • 30. The!audit • What!copy!do!I!need? • What!other!copy!do!I!need? • Speaking!of!which,!where!do!I!need!copy? • Also,!is!there!more!copy!I!need? FOWA!Miami!!|!!02.23.2009!!|!30
  • 31. The!content!inventory FOWA!Miami!!|!!02.23.2009!!|!31
  • 32. The!gap!analysis • What’s!missing? • Where!can!I!get!it? • When!do!I!need!it? FOWA!Miami!!|!!02.23.2009!!|!32
  • 33. The!style!guide • Brand!values • Voice!and!tone!guidelines • Usage!guidelines!(like,!“the!Web” not!“the!web”) • Recurring!textual!elements • Legal!requirements FOWA!Miami!!|!!02.23.2009!!|!33
  • 34. The!style!guide:!Example All!copy!should!sound:! • Clear!and!easy!to!follow:!Keep!writing!brief,!clean,!and!toquot;thequot;point.! Use!crisp!language.!Introduce!your!point!early!without!complicated! language!or!lengthy!clauses.! • Engaging!and!casual: Write!the!way!our!customers!converse!with!family! and!friends.!Use!warm!language!and!a!strong,!descriptive!style.! • Upbeat!and!encouraging:!Speak!in!terms!of!users’ interests,!goals,!and! challenges.!Use!active,!forwardquot;looking!statements.!Present!solutions! and!ideas!in!a!positive,!informative!manner.! FOWA!Miami!!|!!02.23.2009!!|!34
  • 35. The!style!guide:!Example FOWA!Miami!!|!!02.23.2009!!|!35
  • 37. Getting!at!substance!(the!“what”) • What!do!you!NEED!to!say? ...!to!support!the!successful!attainment!of!user!goals • What!do!you!WANT!to!say? … to!meet!your!own!business!objectives FOWA!Miami!!|!!02.23.2009!!|!37
  • 45. Your!mission • Get!out!of!your!user’s!way. • Two!books!that!talk!about!this!brilliantly: – Designing!the!Obvious by!Robert!Hoekman,!Jr. – Don’t!Make!Me!Think by!Steve!Krug FOWA!Miami!!|!!02.23.2009!!|!45
  • 46. Being!smart!about!structure!(the!“where”) • Where!should!this!copy!appear!on!the!page? FOWA!Miami!!|!!02.23.2009!!|!46
  • 51. Being!smart!about!structure!(the!“when”) • When!should!this!copy!appear!in!the!application!design? – To!support!successful!task!completion – To!influence!behavior • How!will!this!copy!impact!the!user’s!attitude? – I!want!to!get!in,!get!this!done,!get!out – I!need!help!making!a!choice FOWA!Miami!!|!!02.23.2009!!|!51
  • 64. All!great!web!writing!is!… • Personable • Clear • Concise • Respectful • Customerquot;facing FOWA!Miami!!|!!02.23.2009!!|!64
  • 65. Often,!crappy!web!writing!is!… • Overwritten • Lazy!about!spelling!and!grammar • Lacking!focus • Hard!to!act!upon • All!about!you FOWA!Miami!!|!!02.23.2009!!|!65
  • 66. Rethink!your!approach. • NO – What!do!I!want!to!tell!you? – What!do!I!want!you!to!understand? – What!do!I!wish!you!would!do? – How!can!I!make!you!care? • YES – What!do!you!want!to!know? – What!do!you!need!to!do? – What!do!you!need!to!feel!comfortable!and!smart? – What!do!you!care!about!… really? FOWA!Miami!!|!!02.23.2009!!|!66
  • 70. Let’s!do!the!Top!10!List!thing. • Because!everyone!loves!a!good!top!10!list. FOWA!Miami!!|!!02.23.2009!!|!70
  • 71. 1.!!Less!is!more • Don’t!get!in!the!way!of!your!reader!gathering!information!or! completing!a!task. • Cut!all!unnecessary!words.!Then!cut!some!more. • GET!OUT!OF!YOUR!READER’S!WAY. FOWA!Miami!!|!!02.23.2009!!|!71
  • 74. 2.!Get!to!the!point! • Boredom!=!immediate!departure • Save!your!niceties!for!when!they!call. • Step!into!your!reader’s!shoes.!! – What!information!do!I!want? – What!do!I!want!to!do? FOWA!Miami!!|!!02.23.2009!!|!74
  • 77. 3.!Learn!to!love!the!inverted!pyramid.! • Not!… – Problem!statement! – Related!work! – Methodology! – Results! – Conclusions! • But!… – Conclusion – Supporting!information – Background,!technical!details FOWA!Miami!!|!!02.23.2009!!|!77
  • 78. 4.!Lead!with!active!words.! You!know!you’re!getting!a!great!deal!every!time!you!log!on!to! Target.com.!We!have!everyday!low!prices,!fabulous!moneyquot; saving!offers!and!all!your!favorite!products,!right!here!online, 24!hours!a!day. For!fabulous!savings!and!everyday!low!prices,!shop!online!24! hours!a!day!at!Target.com. Save!more!money.!!Shop!Target.com. FOWA!Miami!!|!!02.23.2009!!|!78
  • 79. 5.!Use!simple!sentences. • Complex: Best!Buy!Co,!Inc.!is!North!America’s!leading!specialty!retailer! of!consumer!electronics!and!appliances,!operating!nearly! 700!retail!stores!in!the!United!States!and!Canada!under!the! names!Best!Buy,!Future!Shop,!Geek!Squad!and!Magnolia! Audio!Video. • Simple: Best!Buy!Co.,!Inc.!is!North!America’s!leading!specialty!retailer! of!consumer!electronics!and!appliances.!!We!operate!nearly! 700!retail!stores!in!the!United!States!and!Canada.!!Our! subsidiaries!include!Best!Buy,!Future!Shop,!Geek!Squad!and! Magnolia!Audio!Video. FOWA!Miami!!|!!02.23.2009!!|!79
  • 80. 6.!Break!it!up. • Put!the!reader!in!control. • Paragraphs:!40quot;60!words. FOWA!Miami!!|!!02.23.2009!!|!80
  • 81. 7.!Design!for!scan!readers. • Bulleted!lists • Hierarchical!headings • Clean!up!your!columns • See!Luke!Wroblewski’s presentation,!Content!Page!Design! Best!Practices:!http://tr.im/gHgP FOWA!Miami!!|!!02.23.2009!!|!81
  • 84. 8.!!Write!killer!headings! • I’m!not!reading.!!I’m!scanning. • Just!tell!me!what!I’m!going!to!find!on!that!page!or!in!that! paragraph. • Use!keywords. • Don’t!be!clever. FOWA!Miami!!|!!02.23.2009!!|!84
  • 87. 9.!Set!expectations.! • Deliver!on!your!promises. • Tell!people!how!much,!how!long,!how!often. • Make!sure!links!match!section!(or!page)!titles.! FOWA!Miami!!|!!02.23.2009!!|!87
  • 90. 9½.!!“Click!here” is!out! Contact!usto!contact!us Click!here Learn!more Click!here to!find!out!more Order!nowto!order!now Click!here Sign!up!for!our!equot;newsletter Click!here to!sign!up!for!our!equot;newsletter FOWA!Miami!!|!!02.23.2009!!|!90
  • 91. 10.!!Lighten!up.! • Readers!want!to!enjoy!their!visit. • Be!intimate,!friendly,!respectful. • Use!contractions,!common!language. • Make!your!reader!feel!smart,!not!stupid. FOWA!Miami!!|!!02.23.2009!!|!91
  • 98. Hey,!thanks! email kristina@braintraffic.com blog http://braintraffic.typepad.com twitter @halvorson Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009