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Writing for the Web: Hands-On Skills for Reaching an Online Audience
Course: 221
Type: Hands-On Training
Duration: 2 Days
You Will Learn How To
- Plan, draft and edit content to attract and keep readers
- Organize your content to help readers find the information they are looking for
- Meet reader expectations by using appropriate language and style
- Capture audience attention with clear and concise content
- Adapt language for an international audience
- Maximize search engine traffic and apply accessibility guidelines
Course Benefits Writing for the Web is a unique skill, requiring the ability to create clear and concise content that allows readers to easily navigate sites and absorb information quickly. In this intensive course, you develop and sharpen skills to create compelling Web content that attracts visitors and provides value. You learn how to write for the online environment, including optimizing content for search engines and organizing information flow.Who Should Attend Those interested in creating, revising or maintaining Web content, including technical writers, Web content writers, managers, programmers, developers and other professionals.Hands-On Training Hands-on exercises provide practical Web writing experience and include:
- Identifying the characteristics and criteria of a good site
- Designing content structure using brainstorming tools
- Tailoring your writing to different audiences and needs
- Writing a home page for a Web site
- Focusing your message with industry-standard editing techniques
- Editing text for clarity and concision
- Creating content for a global audience
- Demonstrating controlled English
Course 221 Content
- How readers use Web sites
- Elements of a high-impact Web site
- Key differences between printed and online text
- Connecting good and bad Web site characteristics to the writer's responsibilities
- Profiling your readers with user personas
- Capturing and focusing the reader's attention
- Designing from the bottom up
- Chunking information into topics with LATCH
- Integrating the inverted pyramid principle
- Creating cohesion with organizational techniques
- Implementing brainstorming methodologies
- Expanding on the traditional writing process
- Developing best practice checklists
- Differentiating among programmer, designer and writer roles
- Recognizing the order in which readers process a Web page
- Constructing zones of interest on a page to support the reader
- Building credibility with quality writing
- Comparing and contrasting writing styles
- Matching the style to the audience
- Cultivating an appropriate writing voice
- Enhancing audience focus
- Avoiding words, phrases and writing techniques that slow readers down
- Demystifying grammar rules
- English as a positional language
- Repeating key terms
- Expressing similar concepts in similar ways
- Sequencing words and phrases
- Keeping to the subject
- Employing active and passive voice
- Avoiding the inferential gap
- Grammar and punctuation considerations
- Crafting a powerful message
- Selecting the right words
- Maintaining meaning, concision and clarity
- Steering clear of ambiguous words and clichés
- Noise words and phrases
- Simplifying speech by removing adjectives and adverbs
- Incorporating clarity throughout a site
- Dealing with abbreviations
- Correct Only If Known (COIK)
- Qualifying pronouns and synonyms
- Eliminating negative terms and hidden verbs
- Identifying the style of your text
- Adapting your style to your audience
- Minimizing words without losing the message
- The principles of controlled English
- Globalization vs. localization
- Internationalization: I18N
- Distinguishing between usability and accessibility
- Applying W3C and 508 accessibility guidelines to content
- Highlighting writing techniques that target accessibility
- Adding text to graphics for increased search results
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