Writing for the web : writers' edition / Crawford, Kilian

Introduction

1 Hyper and hypertext

Computer-screen text is hard to read
Readers, not authors, determine page appearance

2 Structuring your web

Chunking: Hit and run information retrieval
Scrolling: Information retrieval by downloading
The three principles of web text
Orientation
Information
Action

3 Organising web site content

Orientation: Navigation cues
Provide readers with a site overview
Signal transitions wit navigation buttons
etc

4 Writing good web text

Activate the passive
Don't confuse passive voice with past tense
Choose concrete Anglo- Saxon words
Using simple sentences
Avoid clichés
etc


5 Editing web text

Trash your spell checker
Cut verbiage
Critique your own text
etc

6 Corporate web writing


Challenges for corporate web writers
Define your audience
Too many web writers can spoil the site
Components of corporate web sites
etc

7 Personal pages, resumes, and self-marketing

Personal pages
Beyond the print resume
Use your personal site pro-actively

8 Advocacy and marketing on the web

Semantics and register
Three elements of persuasion
Constructing persuasive web text

9 Frequently asked questions

Includes a Glossary : p.133-138