Power writing for the Web
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Workshop Objectives

Research has proven that writing for electronic media is an entirely different ball-game than writing for Print. Readers demonstrate a paradigm shift in needs, behaviors and expectations when online. This phenomenon has necessitated writers, editors and website managers to acquire new strategies and techniques to plan, create and present information on the web. This workshop intends to arm participants with the latest research-based tools and practical guidelines to write effectively on the web so that users can find, understand and use information intuitively and efficiently.

Who Should Attend

Anybody involved in the planning, development and design of online copy for interactive products like websites, intranets, and web-based software applications, especially:

• Copywriters
• Content Editors
• Information Architects
• Public Relations Officers
• Project/Marketing Managers

What You Will Gain

Through case studies, tutorials and hands-on interactive sessions, participants will be able to confidently bring the best online writing practices to their own projects.

A FREE, take-home CD-ROM kit for every participant

The CD-ROM kit includes comprehensive notes on all the techniques learnt as well as pointers to advanced knowledge on the subject available on the web. Thus, participants can retain and reuse the knowledge gained and build on it in a self-paced manner in future.

Workshop Overview

1. Online writing - Pecularities and challenges
Know how web writing differs from Print and how to meet its challenges

Essentials of Web writing How web writing differs from Print The role of words in interaction design The life journey of web words How users read on the web - Satisficing

Challenges of web writing Information Volume and Disparity Complexity of concepts Periodicity and Dynamism Consistency across media and platforms Localization issues

2. Before you hit the keyboard - Creating the best content-strategy
How to profile your users and design a content-strategy that fits their needs

   Knowing your audience

• Beyond demographics - A web reader is NOT what he earns or wears
• Goal directed design - Exploring the mind of a web reader
• Contextual inquiry - capturing the complete usage environment
• Cultural issues and web writing
• User Profiling - creating "Personas"

3. Top 10 pitfalls in web writing
Know the common mistakes web writers make and learn how to avoid them

    Top 10 Bloopers and Supers

• Examples of good and bad web writing and its impact on user experience

4. Web writing and editing best practices
Master the guiding principles for writing anything from image captions to news reports to error messages…

Writing for the quintessential reader How users read on the web Following Conventions The inverted pyramid approach Editing techniques that work

Elements of web writing Headers Scope notes Sentences Paragraphs Tables Warnings, Alerts and Error Handling Captions Hyperlinks FontsColours Highlighting

5. Writing to create effective navigation
Learn how good writing can enhance navigation and help users find what they want quickly

Writing and Navigation How writing affects navigation DOcument indices, taxonomy and controlled vocabulary Card sorting - creating intuitive labels and groupings

Creating a good "information scent" Knowledge and behaviour mapping Associative learning

6. Writing impactful e-mails and newsletters
Learn how to successfully extend official communication beyond websites

    Writing effective E-mails and newsletters

• Strategies for creating a "Total User Experience"
• Adapting content for e-mails and newsletters
• Permission marketing techniques for e-mails and newsletters