book

Hot Text: Web Writing That Works

Name: Hot Text: Web Writing That Works
ISBN: 0735711518

by Jonathan Price, Lisa Price

January 2002

Intermediate to advanced

528 pages

10h 8m

English

New Riders

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Copyright
Dedication
About the Authors
Acknowledgments
To Teachers
A Message from New Riders
Home Page
“Hot”“Attention-grabbing”“Interactive”“Relevant”“Sticky”“Persuasive”“Informative”“Conversational”“Open-handed”Express your own idea on:Visit:
1. Catch the Net Spirit
1. Who Am I Writing for, and Incidentally, Who Am I?
Get to Know the Audience of OneThe more you know about your visitors, the better you can write 0for themInformation consumers are pushyFigure out who you are really talking toMake Sense Out of What You Learn about Your AudiencesPsychology at your service:How many ways can you slice a personality?Analyzing the tasksTie consumer profiles to business rules, events, and objectsLumping people together into small groupsCreate personas to represent the people you are writing toPersonalize, HonestlyFitting into the “ize”Customizing and personalizing contentConsider your aims, honestlyDevelop an AttitudeCut through the anonymityLet's talk persona to personaExpress your own idea on:Subscribe:Unsubscribe:Visit:
2. What Kind of Thing Am I Creating?
Goodbye Documents, Hello ObjectsThe problems of contentMark up that text!The Song of SolomonBook OneBuilding Informative Objects1. Each object starts life as a category of content.2. The class has a standard structure.3. Each type of object has a job to do.4. Objects talk to each other.5. The same object can be reused in many different locations and media.6. Searches can turn up individual objects, thanks to attributes.7. Objects can be assembled quickly, creating personalized content.Taking an object-oriented approach to structure cuts through the noiseExpress your own idea on:Subscribe:Visit:
3. What Will the Web Do to My Text?
Your Words Are Virtually ThereYour words look fuzzyYour words appear and disappear in a momentOn-screen, the most stable words serve as labels, signs, buttons, and directivesPeople turn to your language for quick indications of structureWeb text is three-dimensionalCaution: Date-stamp your idea of the mediumWeb Text = Content + InterfaceText as contentText as interface elementWorking togetherWarm, Warmer, Hot!The chilling effectEnter the InternetRaising the temperatureGetting warmerFinallyExpress your own idea on:Subscribe:Unsubscribe:Visit:

4. Attention!
The Point of AttentionSimplicity saves attentionWriting means paying attentionExpress your own idea on:Subscribe:Unsubscribe:Visit:
2. Write Like a Human Being
5. Idea #1: Shorten That Text!
Cut Any Paper-Based Text by 50%Don't make me read!People use text, to put off readingCut on-screen and offTake several whacksSave the meaning, cut away the restEXAMPLESBeforeAfterBeforeAfterBeforeAfterMake Each Paragraph ShortLet your guests skip and skimThe ideal: 2 or 3 linesI'll take the shortcutUse short words we all knowEXAMPLESBeforeAfterBeforeAfterBeforeAfterBeforeAfterDelete Marketing FluffFilter out the hyperboleBe directFeatures and benefits, yes. Hand-waving, noEXAMPLESBeforeAfterBeforeAfterMove Vital but Tangential or Supplemental MaterialIf most people know it, move itMove the baby talk, and the esotericaLet's go to the sidebarRemove the irrelevantEXAMPLESBeforeAfterBeforeAfterMove Repeating Categories of Information into Tables, Charts, or GraphsIf you want people to compare the data,move it out of the textHelp people visualize the dataEXAMPLESBeforeAfterBeware of Cutting So Far That You Make the Text AmbiguousPreserve that and whichLeave the gutsPunctuation that won't be missedEXAMPLESBeforeAfterBeforeAfterBeforeAfterBeforeAfterExpress your own idea on:Subscribe:Unsubscribe:Visit:
6. Idea #2: Make Text Scannable!
Create a Meaningful TitleMake a title that can survive out of contextTest the first few words as a rolloverUse the same title everywhereMake a title that gives advance notice of the contents of the pageMake the title echo what users already know, with a twistRecheck your title in its contextEXAMPLESBeforeAfterBeforeAfterBeforeAfterInsert Meaningful Headlines and SubheadsHeadings should blaze the trailUse two or three levels of headingsHeadings reveal relationshipsAnnounce a new topicNot too cuteEXAMPLESBeforeAfterHighlight Key Words, Phrases, and LinksBoldface what is importantMake links emphaticDon't overdo the emphasisEXAMPLESBeforeAfterBeforeAfterBeforeAfterTurn Any Series into a Bulleted or Numbered ListLet people skimBoldface the lead-ins or headings in the listIf you have a long list…Put the longest item lastEXAMPLESBeforeAfterBeforeAfterExpress your own idea on:Subscribe:Unsubscribe:Visit:
7. Idea #3: Cook Up Hot Links!
Make Clear What the User Will Get from a LinkGive me enough information so I can skip the linkPop up a descriptionShort link, big explanationMatch the targetDifficult, yes, but worth tryingInclude a relevance ratingEXAMPLESBeforeAfterBeforeAfterBeforeAfterBeforeAfterBeforeAfterBeforeAfterWithin a Sentence, Make the Link the Emphatic ElementPut the most important item lastDon't disrupt your sentenceMove links to the beginning or end of the paragraphEXAMPLESBeforeAfterBeforeAfterBeforeAfterShift Focus from the Links or the Linked-to Documents to the SubjectDon't point out your linksIgnore the apparatusEXAMPLESBeforeAfterBeforeAfterBeforeAfterBeforeAfterBeforeAfterProvide Depth and Breadth through Plentiful Links to Related Information within Your SiteBe generous—offer more informationPlan, don't improviseBe wide and shallowDon't break up a coherent storyBe cautious with links within a pageEXAMPLESBeforeAfterBeforeAfterBeforeAfterEstablish Credibility by Offering Outbound LinksPeople may be suspicious of youLink to reviewsOutbound links add valueEXAMPLESBeforeAfterBeforeAfterShow Where We AreYou are hereNo Up buttonsBranding gives contextLost in hyperspaceConsider a clickable mapEXAMPLESBeforeAfterBeforeAfterMake Meta Information PublicShow what's inside the boxBring 'em back aliveState the statusAdmit who you areEXAMPLESBeforeAfterWrite URLs That Humans Can ReadKeep it short and predictableDon't shuffle your pagesEXAMPLESBefore:After:Before:After:Make Links AccessibleFor people with special needs, label the media contentsMake links in textTell People about a Media Object Before They Download ItLet the user decide whether to wait for the download or passWarn people before—and during—downloadsEXAMPLESBeforeAfterBeforeAfter:Announce the New with Special LinksYou want repeat visitors, don't you?Advertise content changesWrite So Your Pages Will Be FoundDo you want to be linked to?Make those keywords visible in ordinary textFocus your titleAdd a descriptionUse the Meta keyword tagGot images? Write alternate textMake link text keyGet out the thesaurusDon't stray too far from the topicInvite the spiders to come backEXAMPLESBeforeAfterExpress your own idea on:Subscribe:Unsubscribe:Visit:
8. Idea #4: Build Chunky Paragraphs!
Design Each Paragraph Around One Main IdeaMake each paragraph distinctAnswer a particular questionCreate one sentence that sums up the paragraph's pointMake all the sentences coherentProceed from familiar to unfamiliar topicsLook at your paragraph as a structureSimplify by throwing out other ideasEXAMPLESBeforeAfterBeforeAfterBeforeAfterPut the Idea of the Paragraph FirstMake the point faster than on paperIf someone actually reads the paragraph…Revise—be boldEXAMPLESBeforeAfterBeforeAfterIf You Must Include the Context, Put That FirstConnect the dotsPoint back to earlier ideasDrop transitions that refer to missing textEXAMPLESBeforeAfterBeforeAfterBeforeAfterPut Your Conclusion or News Lead in the First Paragraph of the ArticleStart with the summary or conclusionWrite the first sentence lastBeforeAfterExpress your own idea on:Subscribe:Unsubscribe:Visit:
9. Idea #5: Reduce Cognitive Burdens!
Reduce the Number of Clauses Per SentenceMove or remove that, who, and which clausesEXAMPLESBeforeAfterBeforeAfterBeforeAfterBlow Up Nominalizations and Noun TrainsRescue the verbUntie the noun knotEXAMPLESBeforeAfterBeforeAfterBeforeAfterBeforeAfterBeforeAfterWatch Out for Ambiguous Phrases a Reader Must Puzzle OverWhen a word can be taken two ways…Beware modifiers that point forward and backwardIt's not a sandwich, except in San FranciscoDon't point offstageIxnay on the creative variationsEXAMPLESBeforeAfterSurface the Agent and Action, so Users Don't Have to Guess Who Does WhatWrite actively, to speed people's understandingIs is OK?EXAMPLESBeforeAfterMake a Positive Statement, so People Understand Right Away—without Having to Unpack a Nest of NegativesNegatives slow people downOne negative is bad, but two or three will confuse anyoneIf you must say NO, say whyTake a positive stanceEXAMPLESBeforeAfterBeforeAfterBeforeAfterBeforeAfterReduce ScrollingScrolling disorients some peopleSome people don't scroll at allPack the topNo scrolling menus, pleaseWhen scrolling is OKBeforeAfterLet Users Print or Save the Entire Document at Once, to Avoid Reading Any More On-screenArchive the printer-friendly versionExpress your own idea on:Subscribe:Unsubscribe:Visit:
10. Idea #6: Write Menus That Mean Something!
Write a Heading as an Object You Will Reuse Many TimesA heading must be reusableWrite longer headingsCompare your heading with others in its menuEXAMPLESBeforeAfterWrite Each Menu So It Offers a Meaningful StructurePeople learn by discovering structureHelp people find their wayMenus add valueGroup and sequence menu itemsWatch your hierarchyEXAMPLESBeforeAfterOffer Multiple Routes to the Same Information1,2,3, many menusSee AlsoMultiple menus, multiple perspectivesEXAMPLESBeforeAfterBeforeAfterWrite and Display Several Levels at OnceOrganize your guest's impressionsDon't hide top-level menusLet users perceive stabilityEXAMPLESBeforeAfterWhen Users Arrive at the Target, Make Success ObviousConfirm that the link workedEXAMPLESBeforeAfterConfirm the Location by Showing the Position of This Informative Object in the HierarchyYou are hereLeave a trail of breadcrumbsHighlight the page within a table of contentsHeaders helpEXAMPLESBeforeAfterExpress your own idea on:Subscribe:Unsubscribe:Visit:
3. Fine-tune Your Style for the Genres
11. Writing in a Genre
Why Genres MatterA genre is born as a response to an audience's questions, needs, wishes, fantasiesA genre has a conventional structureA genre has an agreed-upon toneA genre demands that you take on a conventional personaAdapt the genre to the forumGo gonzo once in a whileExpress your own idea on:Subscribe:Unsubscribe:Visit:
12. Creating Customer Assistance That Actually Helps
Where Can I Get the Answers to My Questions?Assistance gets buriedThe genres of customer assistanceEmbedded Assistance—Labels, Tips, and CluesPut the assistance where people need itMake information part of the interfaceLabel those fieldsExplain why you want the informationPut embarrassing information where they need itGive examples, even on search formsCase Study: Embedded Assistance at Shop.Microsoft.comAnswers to Frequently Asked Questions (FAQs)Write the questions in the persona of the guestCreate troubleshooting sectionsGive stepsHandle branching with bulletsGo ahead, repeat yourselfCan steps be links?Show picturesFind out if you've answered the questionKeep growing the FAQCase Study: FAQs at AltaVistaHelpQuestion: “How do I?” Answer: ProcedureQuestion: “What's that?”Answer: ReferenceQuestion: “What's the big idea?”Answer: ConceptQuestion: “What does this term mean?”Answer: DefinitionCase Study: Help at eBayPrivacy PolicyGo ahead, reassure meReward me for exposing myselfLet me outWrite a privacy policy that people can understandExplain security before and during the transactionCase Study: Privacy Policy at VeriSignE-mail Responses to CustomersProvide detailed contacts with names and pictures, not faceless formsSet up guidelines for responsesMake the subject line mean somethingStart off recognizing what they saidDeliberately express sympathy and interestEncourage your feminine sideDrop in boilerplate answers to common questionsAdd a signature blockIron out the wrinklesDon't send attachmentsCase Study: E-mail Responses from Amazon.comExpress your own idea on:Subscribe:Unsubscribe:Visit:
13. Persuading Niche Markets, Individuals, and the Press
Web Marketing CopyStraight talkEarnest, honest—can this be marketing?Go gonzoMission 'shmission, who's got the ax?Product informationArchitectural note:organize around activities firstCase Study: Web Marketing Copy at mySimonNews ReleasesPut the gist of the story into the subject line and headlineOpeningFollow-up and quotesThe about sectionContact infoSet up a Web press center that gives reporters what they wantCase Study:News Center and Releases at Reflect.comExpress your own idea on:Subscribe:Unsubscribe:Visit:
14. Making News That Fits
News ArticlesYou're a filterWhy should I bother reading your piece?Use loaded terms to get hitsHow much can you leave out?Quotes and liftsPartnering with the devilInclude images, sounds, and videoLinks are part of the storyBring together a whole set of storiesCase Study: News Articles at Wired NewsE-mail NewslettersLet subscribers choose youIdeas + Links = ExperienceVisionaries onlyYour own voice, pleaseTheir voices, tooFocus on only a few offersMake Web pages support the newsletterRespondCase Study: E-mail Newsletter from the Titanic Deck Chair Rearrangement CorporationWeblogsRecord whatever wheneverGrowing like a weedLinklist or junkpileMaking senseCounter the conglomeratesGet validation from incoming linksCase Study: Weblog by Dave WinerExpress your own idea on:Subscribe:Unsubscribe:Visit:
15. Entertaining People Who Like to Read
Webzine ArticlesWebzines often violate reasonable rulesGet intense, expressing yourselfReveal your anger, lust, envy, greed, gluttony, jealousy, and zitsProvoke argument and discussionOrganize strenuously and intellectually with subheadsProvide links that add to the storyFit within the word count, or dieFollow the template, so the editor doesn't have to clean up after youPitching a WebzineStudying a WebzineHow to write a query to the editor in an e-mail messageA query is a job of writingStyleLengthWhat about clips?What to discuss with an editor who wants your storyCase Study: Webzine Articles at SlateExpress your own idea on:Subscribe:Unsubscribe:Visit:
16. Getting a Job
Web ResumeA resume answers the questions of the person who screens resumesAdapt your style to speed up access to answersPrepare four versionsMake the master copyFAQ about the master resumeDevelop a list of potential referencesTurn the master resume into a Web resumePublish your Web resumeLink backE-mail ResumeUse job boards with restraintDon't send your resume as an attachmentFormat for the machineGet ready to go publicPost with restraintReuse the text resume as a scannable paper resumeExpress your own idea on:Subscribe:Unsubscribe:Visit:
4. Become a Pro
17. So You Wannabe a Web Writer or Editor
Where Web Writers and Editors Come FromThe payFAQ on life as a professional Web writerFAQ on life as a professional Web editorWeb Editing—The BasicsEdit visuallyMake the text consistentThink globally, act locallyTake this test to see if you're up for the challengeA rose by any other name…The Debate: Freelance Gigs vs a Staff JobThe pluses of working on staffThe minuses of working on staffThe pluses of being a freelancerThe minuses of being a freelancerFreelance Markets for Web Writers and EditorsE-mail newslettersGeneral news sitesTrade sitesPopular health and scienceMarketing communication and public relationsTravelSubscription sitesE-commerce sitesSyndicationZinesOther sources for workExpress your own idea on:Subscribe:Unsubscribe:Visit:
5. Backup
18. Writerly Sites
19. If You Like to Read
Bibliography
Bibliography

Overview

Attention, Web writers! This book will show you how to craft prose that grabs your guests' attention, changes their attitudes, and convinces them to act. You'll learn how to make your style fast, tight, and scannable. You'll cook up links that people love to click, menus that mean something, and pages of text that search engines rank high. You'll learn how to write great Web help, FAQs, responses to customers, marketing copy, press releases, news articles, e-mail newsletters, Webzine raves, or your own Web resume. Case studies show real-life examples you can follow. No matter what you write on the Web, you'll see how to personalize, build communities, and burst out of the conventional with your own honest style.

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