Summary
Highlights
This chapter focuses on writing for the web, including planning, organizing, designing, and creating specialized web content. The internet is used by half the world's population, making web writing a valuable skill. Web content is read differently, with users scanning for keywords and actively navigating through links to access information.
Define the purpose of your web page, whether it's to inform, persuade, offer services, or build community. Identify your target demographic (location, age, gender, education, income) to tailor content effectively. Consider what information readers expect, what they will do with it, and what will convince them of your offerings' value, adapting content for different user groups like prospective vs. existing students.
Account for technology by considering mobile viewing, internet connection speeds (which affect loading times for graphics and video), and compatibility across different browsers (Safari, Firefox, Chrome, Edge) and operating systems.
Organize your web pages hierarchically, with the homepage at the top. Plan hyperlinks logically, indicating external links to users. Essential navigation elements include a way to return to the homepage, previous/next page links, breadcrumb trails, site maps, navigation bars, search boxes, and a footer adhering to web guidelines. Prioritize usability, aiming for uncluttered, symmetric, and visually appealing layouts. Use short lines of text, headings, and graphics to break up content. Multimedia should be used sparingly due to bandwidth concerns. Opt for sans-serif fonts, avoid underlining for non-hyperlinks, use color carefully, maintain a neutral background, and ensure consistency while following web accessibility guidelines.
Use short, descriptive titles to engage readers. Write directly to your audience, providing important details after the main point, and focus on facts over hype. Integrate hyperlinks smoothly into sentences and use standard English, avoiding excessive jargon. Implement scannable text with headings, short paragraphs, short sentences, bulleted lists, and keywords at the beginning of text to help users quickly find information.
Your homepage needs an attention-grabbing headline, a brief introduction and conclusion, and relevant links (e.g., articles, FAQ, blog). Tailor additional links like galleries, testimonials, or sales based on your business purpose. Essential homepage elements include contact information, logo, an 'about' section, navigation, last update date, and disclaimers. For FAQs, answer common questions using the reader's vocabulary, maintain a consistent format, keep answers short, organize by importance or chronologically, provide easily accessible links, and ensure accuracy.
Social media platforms like Facebook, Twitter, Pinterest, and TikTok facilitate online communities. Blogs offer periodic updates, often in reverse chronological order, providing information and fostering community; credible blogs are meaningful, accurate, attractive, and interesting, often using RSS feeds. Wikis, like Wikipedia, allow collaborative web page creation; some are open to all, while others like 'Ask Dr. Wiki' restrict contributors to experts, enhancing credibility. For wikis, learn the editing process, use neutral tones, post factual information, and include references. Discussion forums allow users to discuss topics and get answers; when participating, offer concise, factual information, state main ideas first, and critically evaluate other responses. Video sharing sites like YouTube and Vimeo host short videos for entertainment and education; consider writing scripts for video presentations such as testimonials, how-to guides, and virtual tours.