The first thing that anyone who writes for the web should know is that the Internet has no players in the traditional sense of the term: 80% of Web surfers do not read it line by line, rather than "running" page, looking for quickly, as a visual map, the one that interests them. And it does so quickly and because surf coast, both because the Internet is a world cut off and the desire to go elsewhere to find what you're looking for is always present. Only those who catch the first 30 seconds makes the reader stop on the page. So what? Then you need to disseminate the page signals that tell immediately what is said and to make immediately clear the contents of the page. It may seem a disadvantage and a race against time, but who writes for the web has two big allies to his side: the design and hypertext.
text versus design
When writing for the web design is an integral part of the process of writing. The text is presented as a graphic designer and as an image. The graphics, in turn, can be read as a text and can provide more data and information of an entire printed page.
And the empty white space and acquire their importance: they stop and direct gaze.
Never make the mistake of re-use as it is a text written for the press and turn it into html. Text and graphics should always be designed together. As the French advertising
Seguela "the language of cyber acting through the interpenetration of images: the images make love with words as in a full merger of the language. "
This does not mean that the writer should suddenly turn into a chart, but that absolutely must know some things:
on the screen reads with more difficulty, and short texts
who consults The web makes it fast so clear titles and subtitles
the page is a space in which the reader must be able to orient and find, then the same structure for documents that address the same subject or the same type.
with ' hypertext text sinks
On the web the text acquires a new dimension: it grows and expands in depth rather than length. One of the greatest scholars of hypertext, George Landow, calls "the rhetoric of departure and arrival" this trip apparently disordered between pages, themes and interests.
writer for the web must absolutely learn to use hypertext and to exploit its full potential. That does not mean to break a document into many small pieces and put them together, the screen display, with an arrow, perhaps with the writing "next". Write a hypertext document it means to ask who our readers, what do you want to know first, what next, do you consider most important and what's a detail. It means not just write a text, but organize information, click the link, ie, doors leading forward in the path of reading, and give names to these ports simple and short, but do imagine and understand what the reader will find more.
Click a link and the owner is one of the hardest tasks of the writer for the web and is part of the "new" editorial talent.
the page as a map
always think you are writing the web page as a map or a landscape seen from above. It 's so that the reader looks at it, make up and down with eyes looking for what they need. Make it a clear path, made up of places and signals very specific headings, subheadings, short texts, white spaces, indexes, key words written in another body and another color, arrows, points or numbered lists.
Who reads the inverted pyramid, or visit a web site does so as a person who comes to newsstand. But not the newsstands today that look like actual stores, rather than a kiosk of the country, those who still exhibit posters that read in huge letters "old man loses and finds the Upim portfolio of Grosseto. Also on the web is the shriek, the title that matters, that retains and encourages the reader. For this Jakob Nielsen, guru of web usability recommended order of the "inverted pyramid" in the construction sites and web pages, or start from the end to go down gradually to more details. Forget therefore the order that you were taught in school to play the most of your issues and take cues from the newspapers rather than title, eyelet, captions, article, box depth, use of varied typefaces, sections, summaries. If you think about it, how to read a website is not very different from that with which you read the newspaper every morning, a last general titles and a thorough read only the articles of interest really. And as the headlines, even those of the web must contain an entire story.
Be brief!
According to Jakob Nielsen, read on screen is 25% slower than reading on paper. These are his suggestions, the result of extensive research on how to read the "navigators" Web:
1. write longer texts, half of those designed for paper
2. write simple and short periods
3. write pages that do not require the reader to scroll too
4. if scrolling is necessary, all the titles and "signals" of content should be top of the page
5. one idea, one theme for each paragraph
6. know how to use hypertext and "layering" information on multiple levels.
a compass for every page on a web page you can get in the way and the routes through the most unthinkable, but now we need to understand where you are, because each page is independent from all others. From each page you must can understand that argument is about, who is the site and how to proceed further. So every page should have a compass at the disposal of the traffic, even a small but essential: the organization or company logo, site title, home page, navigation bar.
question of credibility
Internet is a world in which there is just everything, including mountains of garbage. If you are not very well known company or a large newspaper, you certify yourself, you get credibility and respect from the players with the power of your pages, then: good design, good writing style, absence of typos, links that work, the site's name, e-mail, date last updated, honesty in citing sources, no fear in describing other interesting sites.
of let's you
Although most sites, especially companies, are still written as a brochure, a new style began to emerge. A style that has nothing or the "Promo-marketese (Comprate! Buy!), Nor the corporates (the cold, neutral and everything the same way that companies present themselves). It 'a drier style, more personal and direct, more everyday, closer dialogue and conversation, saying "I" and "us" and is sent directly from the person, often giving the you.
the home page is not to say that the surfer comes to your site via the home page, but if there is just something that interests him, it is certain that at one point clicks on the fateful house. At the home page and then you pay the highest attention and care. Yes, because the home page is the front door, the window of your site. 'S where you play your cards to convince the browser to remain or to continue his tour elsewhere. Do not try to impress with graphics and special effects pyrotechnics, but say now what will be inside through a title and a subtitle, a barometer and clear. Do not force yourself to invent cryptic titles to intrigue your visitors: almost no one wants to wait, there are thousands of other sites that are waiting.
But do not just mean everything: your home page should be full of promises without being overloaded. Try to find a balance between the crowd where no one reads a page and laconic and poor.
However, on the home page - your business card - must be absolutely:
the name of the site, even a very small footer, and the anonymous webmaster (unless it is a company or a large organization)
your e-mail, the first little promise of interactivity
the last update, un punto di riferimento indispensabile per i visitatori abituali.
il vostro pubblico è il mondo
Anche se il vostro sito è solo in italiano, non dimenticate che i vostri potenziali lettori sono in tutto il mondo. Come per un messaggio in bottiglia, non potete mai sapere quali strade per il mondo prenderà il vostro documento. Scrivete con questo orizzonte in mente ed eviterete facilmente errori e provincialismi.
Attenzione soprattutto:
alle sigle: INPS fuori d'Italia è una sigla incomprensibile e così RGS o DPF
alle date: 2/1/98 negli USA significa 1 febbraio, 2 gennaio nel resto del mondo
ai numeri di telefono, che devono essere sempre completi di prefisso internazionale
all'indicazione del vostro Paese
all'ora, che spesso scorre in molti siti senza che vi sia indicato a quale Paese si riferisce
alle parole straniere e all'inglese in particolare: o American o British, ma siate coerenti in tutto il sito.
Non dimenticate infine che la vostra pagina potrebbe essere letta in paesi e culture molto diverse dalla vostra: non usate metafore, né fate gli spiritosi con giochi di parole, soprattutto nei titoli.
l’editing per il web
Il fatto che le pagine web si correggano con grande facilità non è un alibi per la sciatteria. Anzi, anche la cura editoriale che si dedica a un sito contribuisce alla sua credibilità e a quella del suo autore. Il refuso non fa a bad impression printed on paper, but also on the web.
course, the level of editing and review varies depending on the sites and documents. As with paper documents the commitment is for a maximum and minimum annual report for a more informal document, the same goes for the web. The documents of an intranet for internal use do not require a certain group of editors, but what goes on the Internet to represent yourself or your company has to be perfect. Then, re-read everything carefully and ask for help from a proofreader, just as you would a brochure or a presentation. And pray always refer you to the readers of e-mail mistakes.
interactivity
Interactivity is the essence of the Internet. Publishing a website does not mean putting your writing on the net, but finding a new ground for communication, discussion and consultation with those who have the same interests. If you write for your company, your goal is to make it known and to communicate with potential customers or potential new colleagues. So take advantage of everything the communication possibilities that the Internet offers: e-mail, forums, feedback, surveys, newsletter specialist, communications periodic updating of the site or at the release of new products. But do not just receive, respond, and fast.
Internet and intranet
Writing for a website or intranet for your company requires different styles and care deeply. Remember above all that:
intranet users are your colleagues, who know all or much of the company, who share with you a wealth of information and even a common language with which you can take many things for granted in the case Instead of the website can be customers, institutions or occasional visitors. One looking for something specific and try until you find it, others are captured and retained on the site.
the intranet need to work and can also contain documents are lengthy and complex, the website serves to inform, quickly, about the company, le sue attività e i suoi prodotti.
l'intranet è generalmente molto più veloce di Internet, le sue piattaforme e i suoi prodotti conosciuti, mentre non saprete mai con quale browser verrà visto il vostro sito Internet.
il design dell'intranet deve essere più funzionale e meno promozionale, la navigazione chiarissima perché le informazioni sono molte di più e servono per lavorare.
da: http://www.mestierediscrivere.com/testi/idee.htm
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