Copy and Concepts for the World Wide Web Week 4 Copywriting for the Web
REVIEW ASSIGNMENT #3	Present the key frame, splash screen and/or creative concept statement to help us picture the experience of your web site.
COPYWRITING FOR THE WEB: It's more the same than different	How writing for the Web is different from other writing: 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: http://www.sun.com/980713/webwriting/ 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 http://www.useit.com/alertbox/9710a.html • Use typeface variations and color to distinguish key concepts • Use meaningful sub-headings, not "clever" ones Here's a particularly bad example http://www.lonelyplanet.com/   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 is another technique for catching awkward phrasing   Bad http://realbeer.com/maltadvocate/u95/U95DAN.html Good http://www.smithandhawken.com/html/features/cs_deck/cs_deck1.jhtml
GOOD WRITING IS GOOD WRITING	How writing for the Web is exactly the same as other writing: 1) Write to the reader's self interest, not the sponsor's A bad example http://www.toyota.com/html/about/index.html   2) Avoid overpromise A bad example http://WWW.CHEVRON.COM/prodserv/fuels/techrongas/advantage.shtml   3) Use plain talk; avoid cliches and jargon A bad example http://www.saabusa.com/home/US/en/index.xml   4) Touch an emotion A good example http://www.vw.com/passat/index.htm Another good example http://web.idirect.com/~hland/sh/title2.html   5) Write it the way you wouldn't expect Expected http://www.judywald.com/ Unexpected http://www.askguy.com/content/home.htm   6) Find a voice Larry's essay on writing for the Web   7) Write from your own experience Janet Champ did for a print ad Larry Asher did for a radio commercial Larry Asher did it again for a web site   8) Get your space ready to write • minimize distraction • get comfy • have your resources handy Thesaurus.com Elements of Style AP Style Guide (it's a $16 book, not a web site) • your creative brief and background materials 9) Get your brain ready to write • Furnish the space lavishly • Kick the tires - mingle with your audience • Give your brain a rest (write iteratively) 10) Kill the devils • You know the medium too well • You have critics to please • You don't know or care about the subject • You can't see the emotional hook • You have a deadline to meet 11) Just get going Write bird by bird
NEXT WEEK'S ASSIGNMENT	Write some copy Write an introductory page or two for your web site so we can get a sense of the writing style. A special request Is there something you'd like to cover in this class during week 5 that hasn't been touched on yet? Email me.