Writing Content for the Internet

1. Writing Content for the Internet The Art & Science of Internet Communication

2. It’s still Creative WritingWith New Rules Once upon a time… Content Design - When your message is that Important!

3. Crystallize your message Express it a little differently so that the reader “hears” the message for the first time. Keep it short & simple. “Crunch” information for scanning convenience. The Rules

4. The Rules • Web sites are communication tools that provide greater access than print. You still need good writing to convey your message properly. • Use catchy introductory sentences that connect to the reader’s interest. • Avoid hyperlinks within the text that will deposit your visitor to another place.

5. The Rules • For longer narratives, keep columns of text narrow, and create an indent using several “non-breaking spaces” for paragraphs (the first paragraph has no need for an indent). • Use a standard typeface that reads well on a monitor. • Allow ample white space to guide readers’ eyes.

6. The Rules • Use bullets or numbers to list ideas. They break up the text block, draw attention to important items and make it easier on the eye. • Specialty fonts might not show up on a visitor’s screen. If you need something fancy, turn it into a graphic first.

7. Know your topic • Read company literature. • Interview people. Ask questions. • Study web sites of the competition. • Who will be your audience?

8. Word Sculpting? One way to approach content is to write everything out in detail, mark what is important, and then chip away at the nonessentials (condense). Place the information in a logical sequence, and then chip away again, simplifying terms, maintaining an easy to read “tone.”

9. Good Content

10. Writing Content for the Internet The End!