SCS6079 Digital Practices MA Digital Media & Society

workshop 2 icon week 2: Writing web content

  1. Why good content matters
  2. What good content looks like
  3. How you create good content

PLEASE NOTE: session content guided by references from various experts and authors, primarily Redish, Krug, Kissane. download slides [PPTX] download exercise [DOCX]

Why good content matters

What good content looks like

What good looks like…

Typogragphy
  • Set a legible sans serif font as the default
  • Make the default text size legible
  • Set a medium line length as the default
  • Don’t write in all capitals
  • Underline only links
  • Use italics sparingly
  • Don’t let headings float
  • Don’t centre text
Heading
  • Answer your site visitors’ questions
  • Write from your site visitors’ point of view
  • Keep any questions short
  • Consider starting with a keyword
  • Use key message bites as section headings
  • Distinguish headings from text
  • Make each level of heading clear
  • List headings at the top as links
  • Do the headings stand on their own?
Headlines
  • Use your site visitors’ words
  • Be clear instead of cute
  • Think about your global audience
  • Try for a medium length (about eight words)
  • Use a statement, question, or call to action
  • Combine labels (nouns) with more information
  • Add a short description if people need it
Sentences
  • Talk to your site visitors, use “you”
  • On social media “I” is fine; writing for an organization, use “we”; be consistent
  • Write in the active voice (most of the time)
  • Write simple, short, straightforward sentences
  • Cut unnecessary words
  • Give extra information its own place
  • Keep paragraphs short (lists or tables may be better)
  • Start with the context
  • Put the action in the verbs
  • Use your site visitors’ words

How you create good content

Inverted pyramid
  • Good practice for web writing
  • Place information in order of importance
  • Start with a conclusion of the main facts
  • Other facts are included in descending order of importance
Overall, good content is…
  • appropriate
  • useful
  • user-centred
  • clear
  • consistent
  • concise
  • supported
Useful tools

Handbook by mstibbe

30 Days to Better Business Writing by mstibbe on Scribd

content curated / created © Prisca Schmarsow | eyedea studio london | 2017