Connect Learning Seminars
Connect Learning presents

Writing for the Web On-Site Training

This on-site training class is also available as Public Schedule Seminar.

Adapt your writing for the Web to attract and engage your target audience.

Course Description/Agenda

Focus on Results Learn how research, interviews, and your focus on results make your Web writing more effective. Adapt your writing so it works for readers who skim and move on. Support hurried readers by using plenty of headlines and sub headlines. Clarify Your Objectives Learn to clarify your objectives and choose strategies that move your readers to take action. Sharpen your ability to write a brief summary in plain English. Attract and Hold Your Readers Leave your class ready to use narrative and news to attract and hold your readers’ interest. Take with you writing techniques that guide and reward your reader and get results for you and your client or employer.
Goals Adapt your writing for the Web to attract and engage your target audience.
Audience Writers, editors, and subject matter specialists who write copy for public Web sites, intranets, wikis, e-mail newsletters and blogs.
PreRequisites You must either want to write for the Web or have to write for the Web. Objectives Identify listening/interviewing skills and how they connect to writing Distinguish Web and print advantages/disadvantages Define your audience for Website/Web article State a clear goal for your Website/Web article Find what makes a Website “sticky” Write summaries, and use them as editing tools Make effective use of headlines, links, and full-length articles Explore different writing structures and choose sequencing order Focus content for your specific audience's needs Create headlines, subheadlines and bulleted lists that are navigational tools Develop headline and subheadlines to create better articles Structure specific, credible links Design Web-specific charts, graphs, and tables Choose photos that makes sense on the Web Repurpose a print document for the Web
Outline Introduction Exercise: Listening, interviewing, writing briefly What’s the difference between Web and print? How do the differences create different uses? Advantages and disadvantages of differences Focus on the audience Audience for web is different Who is your audience? What does your audience want/need to know? Exercise: Cutting down the word count to focus on audience needs. Focus on the objective What is your point/goal? What do you want the reader to do after they have read the information? SMART Objectives Exercise: Re-writing an objective How do you reach your objective best? Changing minds Educating—teaching a topic Instructing—assembling a product Informing—giving news Emotional appeal—make someone angry, happy, content Feature—good news story, making a point Qualities of good Web writing (Class discussion) Concise Geared to the audience Without jargon Written in the present tense Topped with a descriptive headline Filled with many sub-headlines Grammatically correct Exercise: Cutting out jargon How to write simply (Plain English) How to write a powerful summary Types of summaries Purpose of summaries Summaries as editing tool Exercise: Writing a summary in plain English The inverted pyramid in Web writing Difference between narrative style and news style Uses and misuses Class participation: Demonstration of narrative story Exercise: Changing narrative to news story, focus on audience/objective Review: How readers use Web versus print How Web readers are different from print readers. What they want How to give it to them How do you satisfy readers? Credibility Primary and secondary references Critical thinking Making the most of headlines and subheads As navigational tool As editing tool Bullets Purpose Make them work for readers Exercise: Adding headlines, subheadlines, bullets Exercise: Using headlines and subheads as an editing device Organizing Web writing Keeping readers’ interest Exercise: Editing Sentences for interest and organization. Do’s and Don’ts for clear Web writing Layering information Exercise: Re-writing and re-organizing a long article Next Step We recommend Dreamweaver CS3 Fundamentals. We find Dreamweaver skills showing up in job descriptions for writers. We also recommend Adobe Acrobat 8. There's a lot to learn about Acrobat 8, especially fillable forms; the review process; transmission of high end, four-color publications to a commercial print shop; and indexing and storing documents related to a project, for instance, an engineering project.

More Seminar Information

Connect Learning
Delivery Method	On-Site Training
Also Available As	Seminar

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