This course is designed for business and technical writers who want to learn how to write effective web content. Students will learn how to focus on the reader; set the tone on a home page; write pathway pages that are focused and well designed; and effectively use headings, illustrations and links to add interest and readability. Students will practice writing web content in class and on assigned projects. Note: this class does not cover blogging or Twittering.

Explain the importance of writing content as a conversation.

• Seeing content as conversations started by site visitors
• Making sure content answers site visitors’ questions quickly

Explain how personas and scenarios define the major audiences and establish a site’s goals.

• Guidelines for listing website purposes and developing a plan to identify major audiences
• Methods for gathering and analyzing data to create personas
• Instructions on writing scenarios for each persona and make sure the content fulfills that scenario

Identify the meaning and significance of content strategy.

• Definition of content strategy
• How content strategy builds credibility through consistency
• How content strategy keeps website uncluttered, accurate and up to date

Recognize the characteristics and design elements of usable websites.

• Flexibility suggestions for universal usability
• Color, space and typography guidelines for usability

Develop the content, tone and personality of an effective home page.

• Write headings and content using the readers’ keywords
• Set the tone and personality with remarkable content
• Start major tasks on the home page