Writing for the Web - University of West Florida
Writing for the Web
Marketing & Creative Services
Today we are going to discuss¡
?
?How
?to
?identify
?your
?audiences
?and
?understand
?them
?
?
?
?How
?to
?identify
?your
?goals
?&
?achieve
?them
?
?
?
?Ways
?you
?can
?help
?your
?audience
?
?
?
?How
?and
?why
?search
?engines
?are
?important
?
?
?
?Basic
?Guidelines
?for
?Writing
?Web
?Content
?
?
Identify Your Audience
Ask These Questions:
?
?
?
?
?
Who is sitting behind the screen?
When are they visiting my website?
Why are they visiting my website?
What tone/voice will be most appealing to them?
How can I help them find what they are looking for?
If you don¡¯t know the answers to the above questions for each
of your audience types, seek them out. Conduct research.
In fact, M&CS has a report on our research key findings that
may help you get started!
Understand
UnderstandYour
YourAudience
Audience
?
?Scan
?pages
?
?
?
?Pick
?out
?key
?words
?and
?phrases
?
?
?
Scan
?
?
?Read
?in
?quick,
?short
?bursts
?
?
?
?
?Respond
?to
?action
?
?
oriented
?info
?
Complete
?
Interact
?
Tasks
?
?
?
?Click
?and
?forage
?in
?
?
search
?of
?info
?
?
Multi-?©\
task
?
?
?They
?multi-?©\task
?
?
?
Search
?
Goals: The Most Important Decision
Is your goal to¡.
o
o
o
o
Inform
Engage
Action
Differentiate
In what format should you do that¡
o
o
o
o
?
?
Stories
Profiles
Tables of Information
Videos, etc.
................
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