Writing for the Web

Writing for a non-linear hypertext medium is not the same as writing for print, yet many organizations migrate documents online unchanged. This 1-day program explores why traditional approaches don't work online and introduces web writing best practices. Participants will learn proven techniques for organizing, writing, and formatting documents for an online audience. They will discover how to craft copy for optimal readability, learn how to build effective links and document titles, and investigate other copywriting techniques essential to ensuring search engine findability. The session touches on what people need to know when working with a content management system, and culminates with an opportunity for participants to work on a document of their own choosing. Minimal HTML or web design knowledge is needed.

Relevant for anyone who must prepare or update web content or adapt existing print material for web delivery, as well as for those who must make content decisions.

A large body of research has shown that material cannot be delivered to an online audience in the same fashion in which it is presented in print. Existing print documents may require substantial editing and/or re-writing, and new documents should be written with web writing best practices in mind. This one-day course explores those best practices and introduces proven techniques for organizing, writing, and formatting written content that caters to known user behaviour. It provides tips for writing search engine friendly copy and touches on what content authors need to know about navigation and working with a content management system.

The session culminates with a case study, using the learners' own web content (current or in development) to allow people to obtain relevant practical experience. This process provides an opportunity to apply the skills learned and to receive both instructor and peer feedback.

 

Upon completing the course, participants will be able to:

• identify key differences between print and Web documents
• identify communication goals and align them with audience needs and priorities
• identify important user behaviours and summarize research into how users interact with web content
• identify common mistakes that impede online communication
• describe three ways to organize content within a page
• determine how and when to distribute content over multiple pages
• describe best practices for building effective links among documents
• explain the importance of conciseness and demonstrate ways to shorten copy
• explain the importance of scannability and demonstrate ways to enhance scannability
• explain the importance of appropriate word dhoice
• identify ways to format documents for ease of reading onscreen
• create effective headlines, titles, email subject lines and other microcontent
• describe the hallmarks of search engine friendly copywriting
• explain the importance of navigation and of placing new documents in site-wide context
• describe the limitations of content management systems

Instructor: Pam Blackstone

 

This course lasts one day. Fees include all course materials and an electronic reading list.

The course uses lectures and discovery learning to teach concepts and to reinforce learning. Working in groups and on their own, and using both paper and electronic tools, learners will complete a series of exercises which culminate in a final mastery practice.

Although the course does not have a formal Level 2 evaluation, participants self-evaluate as they complete the assignments. Upon completion, they should be able to perform to accepted web writing standards.

Participants must possess:

• Windows and Internet Explorer proficiency
• basic Microsoft Word skills
• strong file management skills
• keyboarding and mouse proficiency

A high level of technical expertise is not required, although some web design experience and/or basic knowledge of HTML is an asset.

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