Hot Text: Web Writing that Works

Cover
New Riders, 2002 - 507 Seiten

This book presents style guidelines based on quantitative research and practitioner lore about what works on the web, what flops, and what looks like leftover newsprint. It shows how to apply those guidelines to many common Internet genres such as customer assistance, product descriptions, distance learning, marketing emails, or webzines. The book also includes case studies of the prose from popular sites-two page spreads that will show a screenshot, and analysis of the prose to see how well it works. As more companies recognize that their survival depends on putting the whole company up on the web, everyone will have to write material that appears on the website-not just specialists in IT, or Marketing, or some out-sourced agency. This is the handbook for those people.

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Inhalt

What Kind of Thing Am I Creating?
37
What Will the Web Do to My Text?
63
Attention
77
Idea 2 Make Text Scannable
113
Idea 3 Cook Up Hot Links
133
Idea 4 Build Chunky Paragraphs
183
Idea 5 Reduce Cognitive Burdens
205
Idea 6 Write Menus That Mean Something
235
Persuading Niche Markets Individuals and the Press
341
Making News That Fits
373
Entertaining People Who Like to Read
405
Getting a
421
So You Wannabe a Web Writer or Editor
449
Writerly Sites
473
270
486
Urheberrecht

FINETUNE YOUR STYLE FOR THE GENRES
270

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