Writing and Editing

Writing for the Web on the top level is similar to writing ads for print, radio, or television. The point needs to be made quickly and pique interest on the top level; then additional longer content can reside on the site as the user drills down into deeper levels. There, the luxury exists to include longer, detailed content. In fact, by this point, the user is looking for it.

Users have a very short attention span. However, once they are hooked, the content has to answer their questions. This is where advertising a business on the Web allows for greater flexibility than radio, television, or print. Users can take their time going through site information, bookmark the site, and come back when they want to, without the limits of time or print space.

When planning content for a Web site, ask the client what they need the user to know in the first ten seconds, then the first thirty seconds. This is the information that should be on the front page. After that, keep in mind that content should be split up and edited in such a way that the user only has to scroll once to get to the end of a Web page. Ease of navigation increases the usefulness of a Web site. Therefore, content should be planned in such a way that it can be easily located and easily read. Too much scrolling causes vertigo.

In the beginning, before Web editors had spell checkers, a Web user could find many spelling and grammatical mistakes. One way to make your client look unprofessional is to allow a misspelling on their Web site. Nowadays, with better spell check tools, there's certainly less need for proofreading. However, the project manager should always have someone proof the site, before it goes live, just in case. After all, the spell checker on a Web editor is no smarter than the spell checker on a word processing program-see and sea can both pass!

Let's take a look at how we can best manage embedding written content into the Web site.

Exercises

Oversee Writing

a)	Who should write content for the Web site? __________________________________________________________ __________________________________________________________ __________________________________________________________
b)	What is meant by a "content freeze"? Why would you implement it? __________________________________________________________ __________________________________________________________ __________________________________________________________

Oversee Editing

a)	Which sites might you use as style guides for writing on the Web? __________________________________________________________ __________________________________________________________ __________________________________________________________
b)	Name two writing tips that are mentioned in the style guides that have not been addressed in this lab. __________________________________________________________ __________________________________________________________ __________________________________________________________

Oversee Proofing

a)	Which skill sets might come in handy for a Web site proofer? __________________________________________________________ __________________________________________________________ __________________________________________________________
b)	Which member of the firm might you ask to proof the Web site? __________________________________________________________ __________________________________________________________ __________________________________________________________

Exercise Answers

This section gives you some suggested answers to the questions in Lab 11.3 with discussion related to those answers. Please post any alternative answers to these questions at the companion Web site for this book, located at http://www.phptr.com/phptrinteractive.

Answers

a)	Who should write content for the Web site? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	One of the difficulties in doing graphic design for a client is that one has to try to interpret a vision that the client has in mind and translate it to the screen. Clients are generally not going to supply the Web firm with Web-ready graphics and a template for the Web site. A lot of money can be spent in trying to define this vision. In the case of written copy, though, it's best to depend on the client for this deliverable. The client can best produce the messages that are needed to convey in the Web site. The Web firm can consult regarding the best way to communicate these messages. I'm always a little leery of a contract in which the client does not want to donate the time necessary to write the content, with some editing help from the Web firm.
b)	What is meant by a "content freeze"? Why would you implement it? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	A content freeze is a deadline when all written copy must be finalized. A project manger needs to implement this as the copy is going to the HTML programmers for embedding into the Web site. If the client continues to change copy too many times after text is embedded into the Web site, it becomes expensive to change because the change involves an HTML programmer.

Answers

a)	Which sites might you use as style guides for writing on the Web? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Sun Microsystems: Writing on the Web http://www.sun.com/980713/webwriting/ W3C Style Guide for Online Hypertext http://www.w3.org/Provider/Style/Overview.html The Web Developer's Virtual Library: Writing for the Web http://wdvl.com/Internet/Writing/ There are many others, but these links are a great place to start.
b)	Name two writing tips that are mentioned in the style guides that have not been addressed in this lab. __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Jakob Nielson, in his Alertbox article located athttp://www.useit.com/alertbox/9710a.html, identifies the following points: Text needs to be scannable. Users don't read. They scan. Therefore, Web sites should have Highlighted keywords. Meaningful subheadings to break up ideas. Bulleted lists, as opposed to paragraphs, which go on and on. Paragraphs that deal only with one idea. An inverted pyramid style, giving the conclusion first. Credibility shown through the use of links to other Web sites that substantiate the information presented. Straight information. Do not use slick or boastful marketing. The Web is low key.

Answers

a)	Which skill sets might come in handy for a Web site proofer? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Thorough understanding of how to use the Web Excellent command of written language Strict attention to detail No previous involvement in the production of the Web site Ability to work quickly, as proofing typically takes place near the end of the production schedule, and often the deadline is looming
b)	Which member of the firm might you ask to proof the Web site? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	We have a legal secretary on staff who is accustomed to proofing legal documents. She usually does not participate in any of the production phases involved with the Web site. Rather, she handles more of the administrative functions of the firm. Because she can look at a Web site with a fresh perspective and will see things that those of us who have been looking at it every day can become blind to, she is able to identify problems very quickly.

Self-Review Questions

In order to test your progress, you should be able to answer the following questions:

1)	(True/False) The following writing techniques can work well on the Web: _____ Exciting advertising and promotional messages _____ Friendly, casual tone _____ Use of headlines
2)	(True/False) The Web firm should involve itself in _____ Writing content _____ Editing content _____ Proofing content