Web Writing lessons.

7KH LPSRUWDQFH RI HIIHFWLYH ZULWLQJ LQ D ZHEVLWH KRZ WR WXUQ YLVLWRUV LQWR FXVWRPHUV

Lesson by Caterina Romaniello Arch.CaterinaRomaniello@gmail.com

ž :HE :ULWLQJ YV 6(2 (

y SEO Search Engine Optimization)

is about attracting people to your site in the first place by making sure it shows up in search queries y Web Usability, as

- Information Architecture - Page layout - Web Writing is about people's behavior after they arrive on your site, with the main goal being to get users to read your website

Lesson by Caterina Romaniello Š 2014 Arch.CaterinaRomaniello@gmail.com

¾ :HE :ULWLQJ YV 6(2 SEO happens before the first click ...

Lesson by Caterina Romaniello © 2014 Arch.CaterinaRomaniello@gmail.com

… Web Writing takes over from there

¾ :HE :ULWLQJ YV 6(2 SEO happens before the first click ...

… Web Writing takes over from there

High-quality writing (along with helpful Information Architecture and effective page layout) is a key element of Web Usability and is important to increase the conversion rate of the users from visitors Æ to customers , from “scanners” Æ to readers Lesson by Caterina Romaniello © 2014 Arch.CaterinaRomaniello@gmail.com

“

Take a subject you care so deeply about that you’d speak on a soapbox about it.

Kurt Vonnegut

Lesson by Caterina Romaniello © 2014 Arch.CaterinaRomaniello@gmail.com

“

I didn't have time to write a short letter, so I wrote a long one instead.

Mark Twain

Lesson by Caterina Romaniello Š 2014 Arch.CaterinaRomaniello@gmail.com

“

Be merciless on yourself.

If a sentence does not illuminate your subject in some new and useful way, scratch it out.

Kurt Vonnegut

Lesson by Caterina Romaniello Š 2014 Arch.CaterinaRomaniello@gmail.com

¾ (IIHFWLYH :HE :ULWLQJ *8,'(/,1(6 $1' 7,36 y The “INVERTED PYRAMID STYLE”

: starting with the conclusion.

If you think of your content as a pyramid, the broadest coverage of the topic should be listed first. Then move on to more and more specific as you get further into the page.

This is useful to your readers, as they can stop reading and move onto something else once you've gotten as specific as they need. And the more useful you are to your readers the more they will want to read your content.

Lesson by Caterina Romaniello © 2014 Arch.CaterinaRomaniello@gmail.com

¾ 7KH ÀDERXW XVÁ VHFWLRQ The 4-stage model

(according to Nielsen Norman Group)

inverted-pyramid style

Tagline on the homepage: a few words or a brief sentence summarizing what the artist /company does.

Summary: 1-2 paragraphs at the top of the main ”about us” page that

offer a bit more detail about the artist's intent/identity (or the company’s goal) and main accomplishments (i.e. exhibitions, publications, …)

Fact Sheet: a section following the summary that elaborates on its key

points and other essential facts about the artist (or about the company).

Detailed information: subsidiary pages with more depth for people who want to learn more about the artist (company).

Lesson by Caterina Romaniello © 2014 Arch.CaterinaRomaniello@gmail.com