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Learning to Write for the Web


Introduction
Welcome
Introduction to web writing
What you should know before watching this course
Using the exercise files

1. Write for Fast Reading
People scan; they don't read
Challenge: Editing text
Solution: Editing text

2. Reading Age and Tone
Write for an 8th-grade audience
Formal text is harder to read
Challenge: Calculate the reading level of a piece of text
Solution: Calculate the reading level of a piece of text

3. Don't Tease: What's in It for Me?
Create information-rich signposts
Answer readers' unasked questions
Challenge: Creating signposts
Solution: Creating signposts

4. Front-Load Your Content
Readers lose interest quickly
Challenge: Reorganizing text
Solution: Reorganizing text

5. Remove the Sales Pitch
Marketing speak and jargon turn people off
Industry-specific words
Challenge: Rewriting to remove hyperbole
Solution: Rewriting to remove hyperbole

6. Provide Detailed Information and Useful Images
People look for supporting evidence
People respect authoritative sources
Stock images are a waste of space
Challenge: Linking to outside information to enhance your content
Solution: Linking to outside information to enhance your content

7. Actively Manage the Information You Publish
Readers are wary of dated content
Challenge: Setting suitable expiration dates for your content
Solution: Setting suitable expiration dates for your content

Conclusion
Well-written content is already SEO-optimized
Next steps