Chapter 9 · Web Site Copy
ReviewUnlike broadcast media, the user is in charge on the Web.
Hard selling doesn't work so well on the Web.
Short, bright, summarizing copy works well on the Web.
Write in an inverted pyramid style: begin with the conclusion, then provide the supporting material.
Break things up into sub-pages. Give the reader the choice to not look at things, or to modify the content they do see by allowing them to customize information. Make heavy use of cross-linking among pages on your site.
ActivitiesWeb Site Editing Exercise
Here is the corporate web site for Biotrin, a company which produces complex biotechnology products. How would you rewrite the copy on this site?
Web Page Copy Exercise
For this exercise, assume that your school's web site has a section that promotes on-campus events. Assume that you have been asked to create a web page about an upcoming athletic event. The information about the event is included below.
Regional Soccer Championship To Be Held on Campus this Weekend
Nielsen, Jakob. (1997). "How People Read on the Web," Alertbox for October, 1997.Strother, Neil. (November 5, 1999). "New Data Reveals [sic] How the Sexes Surf." http://www.zdnet.com/anchordesk/story/story_4072.html discusses the results of Nielsen/NetRatings' tracking of visitors to web sites for September 1999. While the data indicate that men and women tend to visit different sites, everyone prefers sites that present useful information efficiently.
A PDF or Acrobat file (see http://www.adobe.com/) makes for nice printable versions of online text.
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