Copy and Concepts for the World Wide Web Week 3 Copywriting 1)FINISH WEEK TWO • Web Concept Tests Is it involving? Does it work? Does it capture the brand spirit?   Picking up where we left off 2) REVIEW ASSIGNMENT #2   Review the schematics or site map for your web site. 3) NEXT WEEK'S ASSIGNMENT #3 Develop a concept statement (or creative strategy) and key frame or two to communicate your proposed concept 4) COPYWRITING FOR THE WEB: It's more the same than different     1) Write on the short side • Low res 72dpi, low speed, not portable • Chunking and the 1-1/2 screens rule • From Sun Usability Study: 79% of users scan the page instead of reading word-for-word Reading from computer screens is 25% slower than from paper Web content should have 50% of the word count of its paper equivalent   2) Highlight key words • Well-written hypertext links serve as one form of highlighting • Use typeface variations and color to distinguish key concepts • Use meaningful sub-headings, not "clever" ones   3) Keep it to one idea per paragraph • Use the inverted pyramid style, starting with the conclusion. • Again, try for half the word count (or less) than conventional writing   4) Use strong verbs instead of weak ones: • Write "Decide," not "Make a decision." Or "Use" instead of "Make use of."   5) Write and edit with international readers in mind • Readers in the U.S. will understand what a "fender bender" is, but those in other countries will be perplexed.   6) Print out to proofread • You'll catch more errors that way. • Read your Web writing out loud Ñ another technique for catching awkward phrasing   Bad http://realbeer.com/maltadvocate/u95/U95DAN.html Good http://www.smithandhawken.com/html/features/feature1.jhtml More Good http://www.stoli.com/ 5) WRITING TIPS: Links   1) Write about subject as if no links were present, and avoid writing about the reader's actions or the interface Bad: SVC offers job hunting advice and internship. Click here to read more about this. Good: SVC helps you prepare for your first job by giving you job hunting advice and setting up internships with local companies.   2) Choose meaningful words for links Bad: Our philosophy of creating community is really about how to communicate more effectively. Good: Our philosophy of creating community is really about how to communicate more effectively.   3) Choose an appropriate length for link words Bad: If a link is too short, you can't pick it out of the text around it. Bad: If a link is too long, it can prove very difficult to read, especially if it spills over onto a second or third line.   4) Match link text with title of resulting page Good: When you look at our tips for good link copy you'll be transported to a page entitled "Tips for writing links" so you won't be lost.   6) WRITING TIPS: Style   The "same" part: strong, persuasive, engaging copy It has as much a place on the web as in a print piece or broadcast spot 1) Write to the reader's self interest, not the sponsor's A bad example 2) Get to the point A bad example 3) Use the active voice "A serious mistake was made" vs. "You made a serious mistake" 4) Avoid overpromise A bad example 5) Use plain talk; avoid cliches and jargon A bad example 6) Touch an emotion A good example 7) Write it the way you wouldn't expect Expected Unexpected   Some sites where writing is not an afterthought Saturn http://www.saturn.com/company/community/index.html Arctic Dawn http://web.idirect.com/~hland/sh/title2.html Pyramid Ales (immodest, aren't I?) http://www.brazildg.com/pyrport/kitchen.html Larry's essay on writing for the Web