Writing for Web
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Writing for Web
Mirjam Schaap Wageningen UR Centre for Development Innovation (CDI)
Knowledge Sharing + Capacity Development training Integrated Seed Sector Development Programme in Ethiopia, Bahir Dar, Ethiopia, July 2012
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Web content - it’s about them, not about you
Know your reader and write for them Scannable pages: headings/emphasis Active voice: the subject acts Reverse pyramid
most important / newsworthy info supporting information
background
Front loaded paragraphs (conclusion first) One idea per paragraph
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Headings
Most important content you write Used by readers to scan Used by search engines to rank relevance
Strong descriptive headings less than 8 words include the most important keywords Cut out adjectives and prepositions (and, the, a, of) Be clear and precise
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Content
Keep content short, get to the point Emphasize important words Write for how people search
Recommended lengths Headings: 8 words or less Summaries: 50 words or less Sentences: 15-20 words Paragraphs: 40-70 words Webpage: 500 words or less
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Good Summaries
Objective: to make people want to read on;
Use it for lead listed on overview pages start of your webpage
Punchy + factual who, what, where, when, how less than 50 words
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Edit, edit, edit
“So what?“ test: why should reader listen to you? 30-50% of time it took to write content
Is it clear? Is it necessary - “kill your babies”? Is there a shorter way to say this? Is there a simpler way to say this? Grammar + spell check: leave for last
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Enjoy your writing !
www.cdi.wur.nl