G048
EFFECTIVE WEB WRITING

WHY SHOULD YOU ATTEND?

Government departments and corporations spend thousands of dollars in updating their web sites. But all of that expense and effort is for naught if few people notice. Poorly communicated web sites fail to deliver on transparency, accountability and access for all.

This powerful and content rich workshop will show you how to write web content that not only gets noticed immediately but also is understood and inspires action. Completion of the workshop and using the techniques illustrated will ensure value for dollar spent on government and corporate web sites and increase user follow-up.

Engage your audience with enticing content that exudes relevance, impact and urgency. Deliver web content that meets the rigorous demands of today's hurried, distracted and impatient audience. Writing for the increasingly popular mobile website will also be examined.

Be sure to bring samples of your existing web content, as this workshop will include an interactive critique session addressing some of the pros and cons of government and corporate sites.

WHAT WILL YOU LEARN?

This workshop is designed to improve the credibility and readability of your web site to more effectively reach your audience. In turn, your audience will be able to make informed decisions and act on the information you provide.

You will learn the following:

• What new studies and today's web site consumers have to say about government and corporate web sites and user habits, how users judge a web site (these findings will surprise you) and why the standards of web writing differ from those of print.
• How to write headlines, subheadings and captions that engage the reader right away and keep them on your site.
• How to write using plain language principles and a user-centric approach
• How to write paragraphs for the web that make readers want to read everything.
• How to visually structure web content (a recent Stanford University study revealed that the appearance of content is as important, or more important, than the content itself!)
• How to avoid the most common web writing mistakes
• How to write links, navigation and menus to lead the reader into deeper content.
• How to structure your home and inner page content so there is a natural, progressive flow.
• How to make your site search engine friendly.
• When to use audio and video and make certain your media is accessible to all users of the web site.
• How to write government mandate, policy and program information that engages the reader, stays within CLF (Common Look and Feel) guidelines, is understood and facilitates action.
• How to draw readers into a written dialogue that makes them feel part of your message.

WHAT WILL YOU TAKE AWAY?

• Workbook
• Exercises and Handouts
• Certificate of Completion

Agenda
8:45 - 9:00	Introductions and Workshop Overview
9:00 - 9:30	Latest Online Reading Trends In this session, participants will learn about online reading trends and the difference between writing for print versus writing for the web.
9:30 - 10:15	Writing for the Web: Common Principles Participants will learn about the principles of Access ability, Usability, Interoperability and a User-Centric approach to web writing.
10:15 - 10:30	Break
10:30 - 11:15	Web Content Design: The User-Centric Approach Participants will learn how to create personas based on different users and develop content based on those user-centric personas and the tasks they are trying to accomplish.
11:15 - 12:00	Core Writing Techniques Participants will learn how to apply the use of plain language, active voice and task-oriented writing styles to the web.
12:00 - 12:45	Lunch
12:45 - 1:30	Headings and Sub-headings Participants will learn about the different styles of headings used in web writing including the use of statements, detailed statements, teasers, questions and more. Participants will also learn how to use the inverted pyramid in their approach to web writing.
1:30 - 2:15	Paragraph Writing Participants will learn how to write clear and concise paragraphs that the reader can quickly click, scan or scroll to get the message across.
2:15 - 2:30	Break
2:30 - 3:00	Aids for Writing for Clarity and Formatting Techniques Participants will learn how use of examples can help a reader better understand your points. Use of lists, bullets and tables for better clarity will also be explored, along with their proper formatting techniques.
3:00 - 3:45	Review of Case Studies Participants will explore other websites and discuss the pros and cons and ways in which the content can be improved upon based on what they learned over the course of the day.
3:45 - 4:00	Wrap-up, Q&A, Workshop Evaluation Participants will review the day, have an opportunitiy to ask any final questions and complete a short evaluation.