Tips and tricks for how to write for a web audience using the 7 C's: Clear, consistent, concise, chunks, clean, cheerful...and cats. Presented by Tamara Murray, Web Content at the Westerville Public Library for the State Library of Ohio's program, Guiding Ohio Online on April 9, 2015.

1. How to Write for the Web
Or, how to write about cats.

3. This is how people read
on the web.

4. These are known as an F-pattern and the Golden Triangle.

5. The 7 C’s
Clear, Consistent, Concise,
Chunks, Clean, Cheerful...and Cats

6. Be Clear

7. Describe where you’re going.
☺
Cats come in all shapes
and sizes. View a list of
cat breeds.
☹
Cats come in all shapes
and sizes. Click here for
more information.
You should visit this
awesome site: cat-
bounce.com.
Drag and drop cats to
watch them bounce via
this addictive website.

8. Use calls to action.
☹
Website URL
More Information
Click here.
Newsletter sign-up
Registration page
Introduction
☺
Go to website.
Learn more.
View details.
Subscribe now.
Register now.
Get started.

9. Use clear, descriptive headlines.
☹
It’s Raining Cats & Dogs
☺
Area Shelter At Capacity;
Adoption Fees Lowered
New Product Is the Cat’s
Meow
Purr-fect Night on
Broadway
Clever Litter Box Sells Out
within Hours
Broadway Show Cats
Attracts Large Crowds

10. Be Consistent

11. Use the same word every time.
☹
Walk up to the feline.
Pet the cat’s head.
☺
Walk up to the cat.
Pet the cat’s head.

12. Use the Same Font for All
Headlines
Use the same font for all body copy.
Don’t use more than 4 fonts on a page.
Keep the fonts consistent throughout all of the
pages of your document or website.

13. Be Concise

14. Use fewer words
☹
Please feel free to stop
by the shelter any time
to pick up an application.
☺
Pick up an application at
the shelter anytime.
Make sure the litter
boxes are empty.
Empty the litter
boxes.

15. Skip unnecessary words.
☹
Join us at the shelter for
songs, stories and fun.
☺
Enjoy songs, stories and
fun.
Come to this Saturday
event for help with dog
training.
Please stop at the
reception desk when
you arrive to check in.
Dog training available
on Saturday.
Check in at the
reception desk.

16. Use short words.
☹
Feline
☺
Cat
Four-legged friend Pet
Caterwaul Yell

17. Use digits, not letters (mostly).
☹
three cats left
☺
3 cats left
thirteen kittens 13 kittens
1,000,000 litters a million litters
one million litters

18. Avoid -ing.
☹
Have you ever wanted
to start treating your cat
differently?
☺
Do you want to treat
your cat differently?
Are you interested in
taking this course about
cat psychology?
Do you want to take this
course about cat
psychology?

19. Build “Chunks”

20. Put the important stuff first.
☹
The shelter’s parking lot
is being repaved. This
will allow for fewer
potholes. Due to this
work, the parking lot will
be inaccessible on this
coming Monday.
☺
Parking lot will be closed on
Monday, April 1.
This repaving project should
result in fewer potholes.

21. Break it down into steps.
☹
To register for the
event, go to the
shelter’s website and
search for it. Then click
on Register. Enter your
name and credit card
number and click
submit.
☺
To register for the event:
1. Go to
chaanimalshelter.org.
2. Search for the event.
3. Click Register.
4. Enter your name and
credit card number.
5. Click Submit.

22. Limit each paragraph to one idea.
☹
Kittens are cute. Cats
play with yarn. Dogs are
better than cats. Birds
can fly.
☺
Kittens are cute.
Cats play with yarn.
Dogs are better than
cats.
Birds can fly.

23. End paragraph with the action.
☹
Contact Adult Services
for more information.
☺
For more information,
contact Adult Services.
Go to Zinio Help for
Kindle Fire instructions.
For Kindle Fire
instructions, go to Zinio
Help.

24. Be Cheerful

25. Be positive.
☹
You cannot take the cats
out of their cages
without staff approval.
☺
Ask a staff member for
help when removing
cats from their cages.
Visitors prohibited after
6pm.
Visitors accepted until
6pm.

26. Use active voice.
☹
Your loneliness is solved
by adopting this cat.
☺
This cat will cheer you
up.
Your adoption fees were
waived by the shelter.
The shelter waived your
adoption fees.

27. Focus on benefits, not features.
☹
natural hunter
☺
Helps you chase mice
away.
socialized Plays well with others.
wormed and vaccinated Healthy and ready to
take home today.

28. Use common words & phrases.
☹
feline
☺
cat
vermin mice
alopecia loss of fur

29. Tips for Creating Images

30. Take Pictures of Your Screen
On a PC
Snipping Tool
Print Screen
On a Mac
Command + Shift + 3 (all)
Command + Shift + 4 (some)

31. Edit or Resize Images
Basic image editor; also provides Instagram-like
filters: pixlr.com
Great for those of us who suck at graphic design:
canva.com
Fun filters and “bling”: picmonkey.com
Free software similar to Photoshop: GIMP

32. Now that
you’re super pumped...

33. Recommended Reading

34. Questions?

35. Contact me (or my cats).
Tamara Murray
Web Content Librarian
Westerville Public Library
tmurray@westervillelibrary.org