Letting go of the words [writing Web content that works]
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| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
San Francisco, Calif.
Morgan Kaufmann
2012
Oxford Elsevier Science [distributor] |
| Ausgabe: | 2. ed |
| Schriftenreihe: | The Morgan Kaufmann series in interactive technologies
|
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| Online-Zugang: | Inhaltsverzeichnis |
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| 020 | |a 9780123859303 |c pbk £30.99 |9 978-0-12-385930-3 | ||
| 020 | |a 0123859301 |c pbk £30.99 |9 0-12-385930-1 | ||
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| 100 | 1 | |a Redish, Janice |d 1941- |e Verfasser |0 (DE-588)141991909 |4 aut | |
| 245 | 1 | 0 | |a Letting go of the words |b [writing Web content that works] |c Janice (Ginny) Redish |
| 250 | |a 2. ed | ||
| 264 | 1 | |a San Francisco, Calif. |b Morgan Kaufmann |c 2012 | |
| 264 | 1 | |a Oxford |b Elsevier Science [distributor] | |
| 300 | |a XXVII, 332 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a The Morgan Kaufmann series in interactive technologies | |
| 500 | |a Includes bibliographical references | ||
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| 650 | 0 | 7 | |a Textproduktion |0 (DE-588)4184945-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Medien |0 (DE-588)4535907-6 |2 gnd |9 rswk-swf |
| 653 | |a Web sites--Design. | ||
| 653 | |a Authorship. | ||
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Datensatz im Suchindex
| _version_ | 1819786292729217024 |
|---|---|
| adam_text | Foreword
Acknowledgments
Introducing Letting Go of the Words
1
Content! Content! Content!
People come for the content
Content
=
conversation
Web
=
phone, not file cabinet
Online, people skim and scan
People do read online
-
sometimes
People don t read more because
...
Writing well
=
having successful conversations
Answer your site visitors questions
Let your site visitors grab and go
Encourage further use
Market successfully to your site visitors
Improve search engine optimization
(SEO)
Improve internal search
Be accessible to all
Three case studies
Case Study
1-1
Conversing well with words
Case Study
1-2
Conversing well with few words
Case Study
1-3
Revising web words
Summarizing Chapter
1
2
Planning: Purposes,
Personas,
Conversations
Why? Know what you want to achieve
Focus on what you want your site visitors to do
Be specific
Think of
SEO
Think of universal usability
Know your purposes for everything you write
Who? What s the conversation?
We all interpret as we read
You can find out lots about your site visitors
1.
Gather information about your site visitors
2.
List groups of site visitors
xxi
xxiii
xxv
1
ι
2
3
4
4
5
5
6
6
б
7
7
8
8
8
9
12
13
15
17
17
18
18
19
19
19
19
20
21
21
23
їх
Contents
3.
List major characteristics for each group
23
Key phrases or quotes
24
Experience, expertise
24
Emotions
25
Values 27
Technology
27
Social and cultural environments and language
( context of use )
28
Demographics
28
4.
Understand the conversations they want to start
29
Don t translate
29
Analyze site searches
29
Breathing life into your data with
personas
29
What is a persona?
29
What makes up a persona?
30
Picture and name
30
Demographics
32
Quotes, values, stories, tasks, and more
32
How many
personas?
32
How do
personas
work with a web team?
32
Breathing life into your data with scenarios
33
How long? How many?
34
Scenarios for whom?
34
How do scenarios relate to content?
34
Summarizing Chapter
2 36
Interlude
1 :
Content Strategy
37
Why is content strategy so important?
37
What is content strategy?
37
Content strategy is about governance
38
Content strategy is about messages, media, style, and tone
38
Content strategy is about people, processes,
and technology
38
Content strategy is about purposes,
personas,
and scenarios
39
Content strategy supports and carries out business strategy
39
What does content strategy cover?
39
Content strategy includes all communication channels
40
Social media strategy is part of content strategy
40
Who does content strategy?
41
Seven steps to carry out a content strategy
41
1.
Inventory the current content
42
2.
Decide on messages, media, style, and tone
43
3.
Start an organic style guide
-
and use it
43
4.
Create workable designs that focus on content
43
5.
Audit the current content
-
and act on the audit
43
6.
Test the strategy
44
7.
Plan for the future
44
Contents xi
3
Designing
for Easy Use
45
Who should read this chapter
-
and why?
46
Integrate content and design from the beginning
46
Answer content and design questions together
47
Use real content throughout the process
47
Build in flexibility for universal usability
48
Make adjusting text size obvious
48
Make all the text adjust
48
Allow other changes
-
contrast, keyboard, voice, and more
49
Check the colors for color-blind site visitors
50
Think about the cultural meaning of colors
51
Color
51
1.
Work with your brand colors
52
2.
Use light on dark sparingly
52
3.
Keep the background clear
52
4.
Keep the contrast high
53
Space
53
1.
Create consistent patterns
54
2.
Align elements on a grid
55
3.
Keep active space in your content
56
4.
Beware of false bottoms
57
5.
Don t let headings float
58
6.
Don t center text
59
Typography
60
1.
Set a legible sans serif font as the default
61
2.
Make the default text size legible for your visitors
63
3.
Set a medium line length as the default
63
4.
Don t write in all capitals
64
5.
Underline only links
65
6.
Use italics sparingly
65
Putting it all together: A case study
65
Case Study
3-1
Revising a poorly designed web page
66
Summarizing Chapter
3 71
4
Starting Well: Home Pages
73
Home pages
-
content-rich with few words
74
1.
Be findable through search engines
74
Your keywords must match searchers keywords
74
Gaming the system doesn t work
74
Remarkable content matters
75
2.
Identify the site
75
3.
Set the site s tone and personality
76
4.
Help people get a sense of what the site is all about
78
5.
Continue the conversation quickly
79
Focus on your key visitors and their key tasks
79
Case Study
4-1
Focusing on
personas
and tasks
80
Let people start major tasks on the home page
82
xii Contents
Make
sure the forms are high on the page
83
Don t put unnecessary forms up front
83
6.
Send each person on the right way
84
Put Search near the top
84
Use your site visitors words in your links
86
In mobile versions, strip down to the essentials
86
Summarizing Chapter
4 88
5
Getting There: Pathway Pages
89
1.
Site visitors hunt first
90
2.
People don t want to read while hunting
90
Case Study
5-1
Making links clear on a pathway page
91
3.
A pathway page is like a table of contents
94
Case Study
5-2
Getting people to the links quickly
94
4.
Sometimes, short descriptions help
96
Watch the jargon
97
Don t assume a picture is enough
97
Write in fragments
98
5.
Three clicks is a myth
98
Don t make people think
99
Keep people from needing to go back
99
6.
Many people choose the first option
99
Summarizing Chapter
5 100
6
Breaking up and Organizing Content
101
1.
Think information, not document
102
Need: Right information in the right amount
102
Problem: Little pieces of paper get lost too easily
102
Solution: Online, index cards work well
102
2.
Divide your content thoughtfully
104
Questions people ask
104
Topic or task
105
Product type
106
Information type
106
Separating and linking related information
106
Moving the conversation ahead through related links
108
Meshing marketing calendars and editorial calendars
108
People
109
Dividing by people on the home page
109
Dividing by people below the home page 111
Life event
112
Time or sequence
112
3.
Consider how much to put on one web page
113
What does the site visitor want?
113
How long is the page?
116
What s the download time?
116
Contents xiii
How much do people want to print?
116
What will I do for small screens
-
and for social media?
118
4.
Use PDFs sparingly and only for good reasons
119
Never say never
119
When might a PDF file be appropriate?
120
Sometimes, having both PDF and HTML is best
120
When is a PDF file not appropriate?
121
When people don t want the whole document
121
When people are mostly on mobile devices
121
When people don t want to print
121
When people are not comfortable with PDF files
122
When people need accessible information
122
Why else is a PDF not appropriate?
122
PDF files are optimized for the printed page
122
PDF files usually come from paper documents
122
Summarizing Chapter
6 123
7
Focusing on Conversations and
Key Messages
125
Seven guidelines for focusing on conversations and
key messages
126
1.
Give people only what they need
126
Revising content you already have
127
Writing new content
128
Case Study
7-1
Using
personas
and their conversations
to plan your content
129
2.
Cut! Cut! Cut! And cut again!
132
3.
Think bite, snack, meal
134
4.
Start with your key message
136
Key message first
=
inverted pyramid style
136
Eye-tracking shows the need for key message first
138
5.
Layer information
140
Layering with an overlay
140
Layering with progressive disclosure
141
Case Study
7-2
Opening layers on the same web page
142
6.
Break down walls of words
146
Case Study
7-3
Breaking down walls of words made
the difference!
147
7.
Plan to share and engage through social media
149
Summarizing Chapter
7 149
Interlude
2:
Finding Marketing Moments
151
Marketing on the web is different: Pull not push
151
Join the site visitor s conversation
152
Find the right marketing moments
153
Don t miss good marketing moments
154
Never stop the conversation
155
xiv Contents
8
Announcing Your Topic with a Clear
Headline 157
Seven guidelines for headlines that work well
158
1.
Use your site visitors words
158
2.
Be clear instead of cute
159
3.
Think about your global audience
159
4.
Try for a medium length (about eight words)
160
5.
Use a statement, question, or call to action
161
6.
Combine labels (nouns) with more information
162
7.
Add a short description if people need it
163
Summarizing Chapter
8 163
9
Including Useful Headings
165
Good headings help readers in many ways
165
Thinking about headings also helps authors
165
Eleven guidelines for writing useful headings
167
1.
Don t slap headings into old content
168
2.
Start by outlining
168
3.
Choose a good heading style: Questions, statements, verb phrases
170
Questions as headings
170
Answer your site visitors questions
172
Case Study
9-1
Answering your site visitors questions
172
Write from your site visitors point of view
174
Keep the questions short
175
Consider starting with a keyword
176
Statements as headings
176
Verb phrases as headings
177
4.
Use nouns and noun phrases sparingly
178
Sometimes a label (a noun) is enough
178
But nouns often don t explain enough
179
Case Study
9-2
Turning nouns into better headings
179
5.
Put your site visitors words in the headings
181
6.
Exploit the power of parallelism
181
7.
Use only a few levels of headings
181
8.
Distinguish headings from text
182
9.
Make each level of heading clear
183
10.
Help people jump to content within a web page
184
Put same-page links first under the headline
185
Don t put off-page links at the top of the content area
185
Don t put same-page links in the left navigation column
185
11.
Evaluate! Read the headings
186
Summarizing Chapter
9 186
Interlude
3:
The New Life of Press Releases
189
The old life of press releases
189
The new life of press releases
189
Contents xv
How do people use press releases on the web?
190
Story
1:
Press release as summary
190
Story
2:
Press release as fact sheet
191
Story
3:
Press release as basic information
191
Story
4:
The press call up
192
What should we do?
192
Write for the web
192
Think about visuals as well as words
193
Plan for mobile and social media
194
Does it make a difference?
194
1
0
Tuning up Your Sentences
197
Ten guidelines for tuning up your sentences
198
1.
Talk to your site visitors
-
Use you
198
Use the imperative in instructions
199
Use you throughout
199
Case Study
10-1
Addressing the reader directly
199
Use you to be gender-neutral
202
Use appropriate gender for specific people
203
Converse directly even for serious messages
204
2.
Use I and we
204
Be consistent in how you use I, you, and we
205
When the site visitor asks the question
205
When the site asks the question
205
In blogs and social media, I is fine
206
For your own work, I is fine
206
For an organization, use we
207
3.
Write in the active voice (most of the time)
208
Case Study
10-2
Writing in the active voice
209
4.
Write short, simple sentences
212
Very short sentences are okay, too
212
Fragments may also work
212
Busy site visitors always need clear writing
214
5.
Cut unnecessary words
214
6.
Give extra information its own place
215
Case Study
10-3
Untangling a convoluted sentence
215
7.
Keep paragraphs short
218
A one-sentence paragraph is fine
218
Lists or tables may be even better
218
8.
Start with the context
219
Case Study
10-4
Starting with the context
-
the topic
219
9.
Put the action in the verb
221
10.
Use your site visitors words
223
Write for your site visitors
223
Know your site visitors
223
And always use plain language
224
Summarizing Chapter
10 226
xvi Contents
11
Using Lists and Tables
227
Six guidelines for useful lists
227
1.
Use bulleted lists for items or options
227
2.
Match bullets to your site s personality
229
3.
Use numbered lists for instructions
231
Turn paragraphs into steps
232
For branching, consider a table under the step
233
Show as well as tell
235
Use numbered lists for noninstructions thoughtfully
236
Case Study
11-1
Using both bulleted and
numbered lists
236
4.
Keep most lists short
238
Short
(5-10
items) is best for unfamiliar items
238
Long may be okay for very familiar lists
238
5.
Try to start list items the same way
239
6.
Format lists well
240
Reduce space between the introduction and the list
240
Put space between long list items
240
Wrap lines under each other
240
Put what happens on a line by itself
241
Lists and tables: What s the difference?
242
Six guidelines for useful tables
242
1.
Use tables for a set of if, then sentences
243
2.
Use tables to compare numbers
243
3.
Think tables
=
answers to questions
244
4.
Think carefully about the first column
245
Case Study
11-2
Knowing when to use a table
246
5.
Keep tables simple
248
How many columns?
248
Consider web constraints
248
Consider site visitors conversations
248
How many rows?
249
6.
Format tables well
249
Reduce lines·. Help people focus on information
249
Line up columns: Don t center text in a table
250
Summarizing Chapter
11 251
Interlude
4:
Legal Information
Can Be Clear
253
Accurate, sufficient, clear
-
You can have all three
253
Avoid archaic legal language
254
Avoid technical jargon
255
Use site visitors words in headings
256
Follow the rest of this book, too
256
Case Study
4-1
Putting it all together
257
Contents xvii
12
Writing Meaningful Links
259
Seven guidelines for writing meaningful links
260
1.
Don t make new program or product names links by themselves
260
2.
Think ahead: Launch and land on the same name
261
3.
For actions, start with a verb
262
4.
Make the link meaningful
-
Not Click here or just More
262
Click here is not necessary
263
More or Learn More by itself isn t enough
263
Say what it s more about
265
5.
Don t embed links (for most content)
265
If people are browsing, embedding may be okay
266
Put links at the end, below, or next to your text
266
6.
Make bullets with links active, too
267
7.
Make unvisited and visited links obvious
268
Use your link colors only for links
268
Show visited links by changing the color
268
Summarizing Chapter
12 269
13
Using Illustrations Effectively
271
Five purposes that illustrations can serve
272
Exact item: What do customers want to see?
273
Self-service: What helps people help themselves?
274
Showing options visually
274
Connecting paper documents to online forms
274
Process: Will pictures make words memorable?
276
Charts, graphs, maps: Do they help site visitors
get my message?
277
Let people decide how much to see
277
Show numbers in charts
-
with a key message title
277
Follow principles of good data reporting
279
Mood: Which pictures support the conversation?
279
Match photos to your messages
279
Think about what the photo is saying
280
Seven guidelines for using illustrations effectively
280
1.
Don t make people wonder what or why
281
2.
Choose an appropriate size
281
Don t let large pictures push content down too far
281
Make sure small pictures are clear
281
3.
Show diversity
282
To represent your site visitors, think broadly
282
Show your internal diversity, but be truthful
282
Test! Test! Test!
283
4.
Don t make content look like ads
284
5.
Don t annoy people with blinking, rolling, waving, or
wandering text or pictures
284
6.
Use animation only where it helps
286
xviii Contents
7. Make
illustrations accessible
286
Make ALT-text
meaningful
286
Summarizing Chapter
13 287
14
Getting from Draft to Final
289
Read, edit, revise, proofread your own work
289
Think of writing as revising drafts
290
Read what you wrote
290
Check your links
291
Check your facts
291
Let it rest
292
Why let it rest?
293
What should you do after your draft has rested?
293
Read it out loud
293
Use dictionaries, handbooks, style guides
293
Run the spell checker but don t rely on it
294
Proofread
294
Share drafts with colleagues
294
Accept and learn from the process
294
Work with colleagues to fit the content strategy
295
Share partial drafts
295
Have someone read it out loud
295
Ask what your key message is
295
Pay attention to comments
295
Put your ego in the drawer, cheerfully
Φ
296
Walk your
personas
through their conversations
296
Let editors help you
297
Get help with the details
297
Get help with the big picture
297
Negotiate successful reviews (and edits)
298
Setting up good reviews
298
Meet with reviewers at the beginning
299
Practice the doctrine of no surprise
299
Help your reviewers understand good web writing
299
Getting useful information from reviewers
300
Tell reviewers when the schedule changes
300
Give reviewers a heads up a few days in advance
300
Make your expectations clear
300
If you have specific needs, let reviewers know
300
Using reviews well
301
Don t get defensive
301
Don t automatically accept changes
301
Rewrite to avoid misunderstandings
301
Persuade
301
Negotiate
301
Communicate
301
Summarizing Chapter
14 302
Contents xix
Interlude
5:
Creating an Organic Style Guide
303
Use a style guide for consistency
303
Use a style guide to remind people
304
Don t reinvent
305
Appoint an owner
306
Get management support
306
Make it easy to create, to find, and to use
306
15
Test! Test! Test!
307
Why do usability testing?
307
What s needed for usability testing
308
What s not needed for usability testing
309
How do we do a usability test?
310
What most people do
310
Even quicker: A morning a month
311
What variations might we consider?
311
Remotely, with a facilitator
312
Remotely, without a facilitator
312
Testing around the globe
312
Testing in a group setting
312
Fielding alternatives (A/B testing)
313
Why not just do focus groups?
313
What does a focus group need?
313
Why isn t a focus group the best technique?
314
Can we combine usability testing and focus groups?
314
A final point: Test the content!!
315
Bibliography
317
Subject Index
323
Index of Web Sites Shown as Examples
331
About Ginny Redish
333
|
| any_adam_object | 1 |
| author | Redish, Janice 1941- |
| author_GND | (DE-588)141991909 |
| author_facet | Redish, Janice 1941- |
| author_role | aut |
| author_sort | Redish, Janice 1941- |
| author_variant | j r jr |
| building | Verbundindex |
| bvnumber | BV040461977 |
| classification_rvk | AP 15860 AP 17458 ST 252 |
| ctrlnum | (OCoLC)815946714 (DE-599)HBZHT017392570 |
| discipline | Allgemeines Informatik |
| edition | 2. ed |
| format | Book |
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| id | DE-604.BV040461977 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T02:50:52Z |
| institution | BVB |
| isbn | 9780123859303 0123859301 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025309400 |
| oclc_num | 815946714 |
| open_access_boolean | |
| owner | DE-473 DE-BY-UBG DE-1049 DE-573 DE-523 |
| owner_facet | DE-473 DE-BY-UBG DE-1049 DE-573 DE-523 |
| physical | XXVII, 332 S. Ill., graph. Darst. |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Morgan Kaufmann Elsevier Science [distributor] |
| record_format | marc |
| series2 | The Morgan Kaufmann series in interactive technologies |
| spellingShingle | Redish, Janice 1941- Letting go of the words [writing Web content that works] Website (DE-588)4596172-4 gnd Textproduktion (DE-588)4184945-0 gnd Online-Medien (DE-588)4535907-6 gnd |
| subject_GND | (DE-588)4596172-4 (DE-588)4184945-0 (DE-588)4535907-6 |
| title | Letting go of the words [writing Web content that works] |
| title_auth | Letting go of the words [writing Web content that works] |
| title_exact_search | Letting go of the words [writing Web content that works] |
| title_full | Letting go of the words [writing Web content that works] Janice (Ginny) Redish |
| title_fullStr | Letting go of the words [writing Web content that works] Janice (Ginny) Redish |
| title_full_unstemmed | Letting go of the words [writing Web content that works] Janice (Ginny) Redish |
| title_short | Letting go of the words |
| title_sort | letting go of the words writing web content that works |
| title_sub | [writing Web content that works] |
| topic | Website (DE-588)4596172-4 gnd Textproduktion (DE-588)4184945-0 gnd Online-Medien (DE-588)4535907-6 gnd |
| topic_facet | Website Textproduktion Online-Medien |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025309400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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