Hot Text: Web Writing that WorksNew 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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... person or entity with respect to any loss or damages arising from the information contained in this book . Publisher David Dwyer Associate Publisher | Stephanie Wall Executive Editor vi | Hot Text | Web Writing That Works.
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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 |
FINETUNE YOUR STYLE FOR THE GENRES | 270 |