How To Write Effective Web Copy
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-What is "Effective Web Copy"? -How to plan for copy -Substance -Structure -Style
Transcript of How To Write Effective Web Copy
How!To!Write!Effective!Web!Copy
Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009
FOWA!Miami!!|!!02.23.2009!!|!2
Yes.!Hello.
•
I’m!Kristina!Halvorson.
•
I’m!the!President!of!Brain!Traffic!(Minneapolis,!MN).
•
I’m!an!author.!In!theory.!
–
Content!Strategy!for!the!Web!
(New!Riders!Voices!That!Matter,!Summer!2009)
•
Thanks!for!having!me!in!Miami.!In!February.
FOWA!Miami!!|!!02.23.2009!!|!3
And!you!are!… ?
•
Name
•
Employer/Role
•
Why!you’re!here
•
One!thing!that!someone!might!not!guess!about!you
FOWA!Miami!!|!!02.23.2009!!|!4
Here’s!the!deal!for!today.
1:30"1:45pm
We’ll!talk!about!“effective!web!copy.”
1:45"2:30pm
We’ll!talk!about!how!to!plan!for!copy.
2:30"4:30pm
We’ll!discuss:
! Substance
! Structure
! Style
4:30"5:00pm
We’ll!wrap!with!collaborative,!free"for"all!Q&A.
FOWA!Miami!!|!!02.23.2009!!|!5
Suggestions.
•
Use!paper,!not!your!laptop.
•
Get!up!when!you!need!to.
•
Stop!me!for!questions.
•
Don’t!make!fun!if!you!hear!my!Minnesotan!accent.
PART!ONE
What exactly is “effective web copy”?
FOWA!Miami!!|!!02.23.2009!!|!7
Effective!web!copy!…
! DELIGHTS
! SATISFIES
! HELPS!ME!DO!SOMETHING
FOWA!Miami!!|!!02.23.2009!!|!8
Delight!me.
•
Be!personable.
•
Share!secrets.
•
Surprise!me.
•
Reward!me.
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Entertain!me.
•
Make!my!life!easier,!right!now.
FOWA!Miami!!|!!02.23.2009!!|!9
FOWA!Miami!!|!!02.23.2009!!|!12
Satisfy!me.
•
Know!what!I!want,!and!show!me!you!do.
•
Make!it!easy.
•
Deliver!on!your!promises.
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If!you!make!a!mistake,!admit!it.
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Be!consistent.
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Get!out!of!my!way.
FOWA!Miami!!|!!02.23.2009!!|!16
Help!me!do!something.
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Educate!me!…
quickly.
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Suggest!alternatives!or!add"ons!…
but!don’t!shove!
them!down!my!throat.
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Prompt!me!… in!context.
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Warn!me!… but!don’t!freak!me!out.
FOWA!Miami!!|!!02.23.2009!!|!21
Effective!web!copy!…
! Communicates!SUBSTANCE!quickly!and!clearly.
! Is!communicated!in!a!STRUCTURE!that!provides!me!with!the!necessary!context!to!act!with!confidence.!
! Is!written!in!a!STYLE that’s!personable,!respectful,!and!the!embodiment!of!your!brand!values.
PART!TWO
How To Plan for Web Copy (or, “Content Strategy”)
FOWA!Miami!!|!!02.23.2009!!|!23
My!favorite!web!copy!myths.
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“We!can!figure!it!out!later.”
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“The!copy!shouldn’t!be!that!big!of!a!deal.”
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“We!already!pretty!much!know!what!we!want!to!say.”
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“We!already!have!most!of!the!content.”
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“I!should!be!able!to!take!care!of!most!of!this!myself.”
FOWA!Miami!!|!!02.23.2009!!|!24
To: Kristina Halvorson Sent: Wednesday, May 14, 2008 3:21 PMSubject: RE: hey there!
… This is a very large client who is building a site using a number of different agencies. When it came to the content discussion the room just threw their hands up in the air (literally and figuratively) because no one had said they’d be responsible.
The site is going to be very content heavy and they want to launch July 15.
Interested?
FOWA!Miami!!|!!02.23.2009!!|!25
SRSLY, PPL.
FOWA!Miami!!|!!02.23.2009!!|!26
Writing!is!hard. Writing!for!the!web!is!a!bitch.
•
Write!for!online!readers
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Define!requirements
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Plan!workflow
•
Agree!on!editorial!standards:!voice,!tone,!usage,!format
•
Schedule!updates
•
Find!all!the!“other”
content
FOWA!Miami!!|!!02.23.2009!!|!27
ORGANIZING!INFORMATIONBusiness!strategyContent!modelInformation!architectureVocabulary!controlCategorization/classificationInterface/interaction!design
WORKFLOW!RULESBusiness!rulesPolicies/proceduresRoles/responsibilitiesContent!owners!Editors/publishers
CREATE!AND!EDITAuthoringCapture/collectAcquisitionConversionAggregationIngestion/DRMEditing!ToolsMetadata!TaggingLibrary!Services
COLLABORATIONSBlogsWikisForumsMailing!lists
CRMContact!infoAccess!controlLDAPUser!databases
DATABASES!+!REPOSITORIES
Content!databasesFile!systemNative!XMLDocumentsRecordsImages/multimediaData!warehousesLegacy!systems
ASSEMBLING!VERSIONS
VersioningVersion!controlContent!typesTemplatesNavigationMultilingualComplianceReuseRollback
PUBLISHING!CHANNELSPUSHStatic/dynamicMultichannel!delivery
PrintWebPDA/cellPDFEmail
PersonalizationLocalizationRights!managementPULLSyndicationWeb!servicesSearch!engingEcommerce
ARCHIVE!+!DESTROYRetention!policyKnowledge!base
CONTEXT USERSUser"centered!design!!!!!!!!!!!!!User!experience!!!!!!!!!!!!!User!testing
cmsreview.com/stages
FOWA!Miami!!|!!02.23.2009!!|!28
Writers!don’t!have!the!tools!to!deal.
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Articles
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Menu!items
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Buttons
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Link!naming
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Error!messages
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Task!instructions
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Search!returns
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Metadata
FOWA!Miami!!|!!02.23.2009!!|!29
Before!you!start!writing!…
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Do!an!audit.
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Create!a!content!inventory.
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Do!a!gap!analysis.
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Create!a!style!guide.
FOWA!Miami!!|!!02.23.2009!!|!30
The!audit
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What!copy!do!I!need?
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What!other!copy!do!I!need?
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Speaking!of!which,!where!do!I!need!copy?
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Also,!is!there!more!copy!I!need?
FOWA!Miami!!|!!02.23.2009!!|!31
The!content!inventory
FOWA!Miami!!|!!02.23.2009!!|!32
The!gap!analysis
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What’s!missing?
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Where!can!I!get!it?
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When!do!I!need!it?
FOWA!Miami!!|!!02.23.2009!!|!33
The!style!guide
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Brand!values
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Voice!and!tone!guidelines
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Usage!guidelines!(like,!“the!Web”
not!“the!web”)
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Recurring!textual!elements
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Legal!requirements
FOWA!Miami!!|!!02.23.2009!!|!34
The!style!guide:!Example
All!copy!should!sound:!
•
Clear!and!easy!to!follow:!Keep!writing!brief,!clean,!and!to"the"point.!
Use!crisp!language.!Introduce!your!point!early!without!complicated!
language!or!lengthy!clauses.!
•
Engaging!and!casual:
Write!the!way!our!customers!converse!with!family!
and!friends.!Use!warm!language!and!a!strong,!descriptive!style.!
•
Upbeat!and!encouraging:!Speak!in!terms!of!users’
interests,!goals,!and!
challenges.!Use!active,!forward"looking!statements.!Present!solutions!
and!ideas!in!a!positive,!informative!manner.!
FOWA!Miami!!|!!02.23.2009!!|!35
The!style!guide:!Example
PART!THREE Substance
FOWA!Miami!!|!!02.23.2009!!|!37
Getting!at!substance!(the!“what”)
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What!do!you!NEED!to!say?
...!to!support!the!successful!attainment!of!user!goals
•
What!do!you!WANT!to!say?
… to!meet!your!own!business!objectives
PART!FOUR Structure
FOWA!Miami!!|!!02.23.2009!!|!45
Your!mission
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Get!out!of!your!user’s!way.
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Two!books!that!talk!about!this!brilliantly:
–
Designing!the!Obvious
by!Robert!Hoekman,!Jr.
–
Don’t!Make!Me!Think
by!Steve!Krug
FOWA!Miami!!|!!02.23.2009!!|!46
Being!smart!about!structure!(the!“where”)
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Where!should!this!copy!appear!on!the!page?
FOWA!Miami!!|!!02.23.2009!!|!49
FOWA!Miami!!|!!02.23.2009!!|!51
Being!smart!about!structure!(the!“when”)
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When!should!this!copy!appear!in!the!application!design?
–
To!support!successful!task!completion
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To!influence!behavior
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How!will!this!copy!impact!the!user’s!attitude?
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I!want!to!get!in,!get!this!done,!get!out
–
I!need!help!making!a!choice
FOWA!Miami!!|!!02.23.2009!!|!52
FOWA!Miami!!|!!02.23.2009!!|!55
One millllllllllllllllllllion dollars
PART!FIVE Style
FOWA!Miami!!|!!02.23.2009!!|!64
All!great!web!writing!is!…
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Personable
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Clear
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Concise
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Respectful
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Customer"facing
FOWA!Miami!!|!!02.23.2009!!|!65
Often,!crappy!web!writing!is!…
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Overwritten
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Lazy!about!spelling!and!grammar
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Lacking!focus
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Hard!to!act!upon
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All!about!you
FOWA!Miami!!|!!02.23.2009!!|!66
Rethink!your!approach.•
NO
–
What!do!I!want!to!tell!you?
–
What!do!I!want!you!to!understand?
–
What!do!I!wish!you!would!do?
–
How!can!I!make!you!care?
•
YES
–
What!do!you!want!to!know?
–
What!do!you!need!to!do?
–
What!do!you!need!to!feel!comfortable!and!smart?
–
What!do!you!care!about!…
really?
FOWA!Miami!!|!!02.23.2009!!|!70
Let’s!do!the!Top!10!List!thing.
•
Because!everyone!loves!a!good!top!10!list.
FOWA!Miami!!|!!02.23.2009!!|!71
1.!!Less!is!more
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Don’t!get!in!the!way!of!your!reader!gathering!information!or!
completing!a!task.
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Cut!all!unnecessary!words.!Then!cut!some!more.
•
GET!OUT!OF!YOUR!READER’S!WAY.
FOWA!Miami!!|!!02.23.2009!!|!72
FOWA!Miami!!|!!02.23.2009!!|!73
FOWA!Miami!!|!!02.23.2009!!|!74
2.!Get!to!the!point!
•
Boredom!=!immediate!departure
•
Save!your!niceties!for!when!they!call.
•
Step!into!your!reader’s!shoes.!!
–
What!information!do!I!want?
–
What!do!I!want!to!do?
FOWA!Miami!!|!!02.23.2009!!|!75
FOWA!Miami!!|!!02.23.2009!!|!76
FOWA!Miami!!|!!02.23.2009!!|!77
3.!Learn!to!love!the!inverted!pyramid.!
•
Not!…– Problem!statement!– Related!work!– Methodology!– Results!– Conclusions!
•
But!…
– Conclusion– Supporting!information– Background,!technical!details
FOWA!Miami!!|!!02.23.2009!!|!78
4.!Lead!with!active!words.!
You!know!you’re!getting!a!great!deal!every!time!you!log!on!to!
Target.com.!We!have!everyday!low!prices,!fabulous!money"
saving!offers!and!all!your!favorite!products,!right!here!online,
24!hours!a!day.
For!fabulous!savings!and!everyday!low!prices,!shop!online!24!
hours!a!day!at!Target.com.
Save!more!money.!!Shop!Target.com.
FOWA!Miami!!|!!02.23.2009!!|!79
5.!Use!simple!sentences.
•
Complex:
Best!Buy!Co,!Inc.!is!North!America’s!leading!specialty!retailer!
of!consumer!electronics!and!appliances,!operating!nearly!
700!retail!stores!in!the!United!States!and!Canada!under!the!
names!Best!Buy,!Future!Shop,!Geek!Squad!and!Magnolia!
Audio!Video.
•
Simple:
Best!Buy!Co.,!Inc.!is!North!America’s!leading!specialty!retailer!
of!consumer!electronics!and!appliances.!!We!operate!nearly!
700!retail!stores!in!the!United!States!and!Canada.!!Our!
subsidiaries!include!Best!Buy,!Future!Shop,!Geek!Squad!and!
Magnolia!Audio!Video.
FOWA!Miami!!|!!02.23.2009!!|!80
•
Put!the!reader!in!control.
•
Paragraphs:!40"60!words.
6.!Break!it!up.
FOWA!Miami!!|!!02.23.2009!!|!81
•
Bulleted!lists
•
Hierarchical!headings
•
Clean!up!your!columns
•
See!Luke!Wroblewski’s
presentation,!Content!Page!Design!
Best!Practices:!http://tr.im/gHgP
7.!Design!for!scan!readers.
FOWA!Miami!!|!!02.23.2009!!|!82
FOWA!Miami!!|!!02.23.2009!!|!84
8.!!Write!killer!headings!
•
I’m!not!reading.!!I’m!scanning.
•
Just!tell!me!what!I’m!going!to!find!on!that!page!or!in!that!
paragraph.
•
Use!keywords.
•
Don’t!be!clever.
FOWA!Miami!!|!!02.23.2009!!|!85
FOWA!Miami!!|!!02.23.2009!!|!86
FOWA!Miami!!|!!02.23.2009!!|!87
9.!Set!expectations.!
•
Deliver!on!your!promises.
•
Tell!people!how!much,!how!long,!how!often.
•
Make!sure!links!match!section!(or!page)!titles.!
FOWA!Miami!!|!!02.23.2009!!|!88
FOWA!Miami!!|!!02.23.2009!!|!89
FOWA!Miami!!|!!02.23.2009!!|!90
9½.!!“Click!here”
is!out!
Click!here
to!contact!us
Click!here
to!find!out!more
Click!here
to!order!now
Click!here
to!sign!up!for!our!e"newsletter
Contact!us
Learn!more
Order!now
Sign!up!for!our!e"newsletter
FOWA!Miami!!|!!02.23.2009!!|!91
10.!!Lighten!up.!•
Readers!want!to!enjoy!their!visit.
•
Be!intimate,!friendly,!respectful.
•
Use!contractions,!common!language.
•
Make!your!reader!feel!smart,!not!stupid.
PART!SIX Discuss
Hey,!thanks!
blog
http://braintraffic.typepad.com
@halvorson
Kristina!Halvorson!!!|!!!FOWA!Miami!!!|!!!02.23.2009
