Verfügbarkeit: Letting go of the words

Letting go of the words: [writing Web content that works]

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Bibliographische Detailangaben
1. Verfasser:	Redish, Janice 1941- (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	San Francisco, Calif. Morgan Kaufmann 2012 Oxford Elsevier Science [distributor]
Ausgabe:	2. ed
Schriftenreihe:	The Morgan Kaufmann series in interactive technologies
Schlagworte:	Website Textproduktion Online-Medien Web sites > Design. Authorship.
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references
Beschreibung:	XXVII, 332 S. Ill., graph. Darst.
ISBN:	9780123859303 0123859301

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Foreword Acknowledgments Introducing Letting Go of the Words 1 Content! Content! Content! People come for the content Content = conversation Web = phone, not file cabinet Online, people skim and scan People do read online - sometimes People don t read more because ... Writing well = having successful conversations Answer your site visitors questions Let your site visitors grab and go Encourage further use Market successfully to your site visitors Improve search engine optimization (SEO) Improve internal search Be accessible to all Three case studies Case Study 1-1 Conversing well with words Case Study 1-2 Conversing well with few words Case Study 1-3 Revising web words Summarizing Chapter 1 2 Planning: Purposes, Personas, Conversations Why? Know what you want to achieve Focus on what you want your site visitors to do Be specific Think of SEO Think of universal usability Know your purposes for everything you write Who? What s the conversation? We all interpret as we read You can find out lots about your site visitors 1. Gather information about your site visitors 2. List groups of site visitors xxi xxiii xxv 1 ι 2 3 4 4 5 5 6 6 б 7 7 8 8 8 9 12 13 15 17 17 18 18 19 19 19 19 20 21 21 23 їх Contents 3. List major characteristics for each group 23 Key phrases or quotes 24 Experience, expertise 24 Emotions 25 Values 27 Technology 27 Social and cultural environments and language ( context of use ) 28 Demographics 28 4. Understand the conversations they want to start 29 Don t translate 29 Analyze site searches 29 Breathing life into your data with personas 29 What is a persona? 29 What makes up a persona? 30 Picture and name 30 Demographics 32 Quotes, values, stories, tasks, and more 32 How many personas? 32 How do personas work with a web team? 32 Breathing life into your data with scenarios 33 How long? How many? 34 Scenarios for whom? 34 How do scenarios relate to content? 34 Summarizing Chapter 2 36 Interlude 1 : Content Strategy 37 Why is content strategy so important? 37 What is content strategy? 37 Content strategy is about governance 38 Content strategy is about messages, media, style, and tone 38 Content strategy is about people, processes, and technology 38 Content strategy is about purposes, personas, and scenarios 39 Content strategy supports and carries out business strategy 39 What does content strategy cover? 39 Content strategy includes all communication channels 40 Social media strategy is part of content strategy 40 Who does content strategy? 41 Seven steps to carry out a content strategy 41 1. Inventory the current content 42 2. Decide on messages, media, style, and tone 43 3. Start an organic style guide - and use it 43 4. Create workable designs that focus on content 43 5. Audit the current content - and act on the audit 43 6. Test the strategy 44 7. Plan for the future 44 Contents xi 3 Designing for Easy Use 45 Who should read this chapter - and why? 46 Integrate content and design from the beginning 46 Answer content and design questions together 47 Use real content throughout the process 47 Build in flexibility for universal usability 48 Make adjusting text size obvious 48 Make all the text adjust 48 Allow other changes - contrast, keyboard, voice, and more 49 Check the colors for color-blind site visitors 50 Think about the cultural meaning of colors 51 Color 51 1. Work with your brand colors 52 2. Use light on dark sparingly 52 3. Keep the background clear 52 4. Keep the contrast high 53 Space 53 1. Create consistent patterns 54 2. Align elements on a grid 55 3. Keep active space in your content 56 4. Beware of false bottoms 57 5. Don t let headings float 58 6. Don t center text 59 Typography 60 1. Set a legible sans serif font as the default 61 2. Make the default text size legible for your visitors 63 3. Set a medium line length as the default 63 4. Don t write in all capitals 64 5. Underline only links 65 6. Use italics sparingly 65 Putting it all together: A case study 65 Case Study 3-1 Revising a poorly designed web page 66 Summarizing Chapter 3 71 4 Starting Well: Home Pages 73 Home pages - content-rich with few words 74 1. Be findable through search engines 74 Your keywords must match searchers keywords 74 Gaming the system doesn t work 74 Remarkable content matters 75 2. Identify the site 75 3. Set the site s tone and personality 76 4. Help people get a sense of what the site is all about 78 5. Continue the conversation quickly 79 Focus on your key visitors and their key tasks 79 Case Study 4-1 Focusing on personas and tasks 80 Let people start major tasks on the home page 82 xii Contents Make sure the forms are high on the page 83 Don t put unnecessary forms up front 83 6. Send each person on the right way 84 Put Search near the top 84 Use your site visitors words in your links 86 In mobile versions, strip down to the essentials 86 Summarizing Chapter 4 88 5 Getting There: Pathway Pages 89 1. Site visitors hunt first 90 2. People don t want to read while hunting 90 Case Study 5-1 Making links clear on a pathway page 91 3. A pathway page is like a table of contents 94 Case Study 5-2 Getting people to the links quickly 94 4. Sometimes, short descriptions help 96 Watch the jargon 97 Don t assume a picture is enough 97 Write in fragments 98 5. Three clicks is a myth 98 Don t make people think 99 Keep people from needing to go back 99 6. Many people choose the first option 99 Summarizing Chapter 5 100 6 Breaking up and Organizing Content 101 1. Think information, not document 102 Need: Right information in the right amount 102 Problem: Little pieces of paper get lost too easily 102 Solution: Online, index cards work well 102 2. Divide your content thoughtfully 104 Questions people ask 104 Topic or task 105 Product type 106 Information type 106 Separating and linking related information 106 Moving the conversation ahead through related links 108 Meshing marketing calendars and editorial calendars 108 People 109 Dividing by people on the home page 109 Dividing by people below the home page 111 Life event 112 Time or sequence 112 3. Consider how much to put on one web page 113 What does the site visitor want? 113 How long is the page? 116 What s the download time? 116 Contents xiii How much do people want to print? 116 What will I do for small screens - and for social media? 118 4. Use PDFs sparingly and only for good reasons 119 Never say never 119 When might a PDF file be appropriate? 120 Sometimes, having both PDF and HTML is best 120 When is a PDF file not appropriate? 121 When people don t want the whole document 121 When people are mostly on mobile devices 121 When people don t want to print 121 When people are not comfortable with PDF files 122 When people need accessible information 122 Why else is a PDF not appropriate? 122 PDF files are optimized for the printed page 122 PDF files usually come from paper documents 122 Summarizing Chapter 6 123 7 Focusing on Conversations and Key Messages 125 Seven guidelines for focusing on conversations and key messages 126 1. Give people only what they need 126 Revising content you already have 127 Writing new content 128 Case Study 7-1 Using personas and their conversations to plan your content 129 2. Cut! Cut! Cut! And cut again! 132 3. Think bite, snack, meal 134 4. Start with your key message 136 Key message first = inverted pyramid style 136 Eye-tracking shows the need for key message first 138 5. Layer information 140 Layering with an overlay 140 Layering with progressive disclosure 141 Case Study 7-2 Opening layers on the same web page 142 6. Break down walls of words 146 Case Study 7-3 Breaking down walls of words made the difference! 147 7. Plan to share and engage through social media 149 Summarizing Chapter 7 149 Interlude 2: Finding Marketing Moments 151 Marketing on the web is different: Pull not push 151 Join the site visitor s conversation 152 Find the right marketing moments 153 Don t miss good marketing moments 154 Never stop the conversation 155 xiv Contents 8 Announcing Your Topic with a Clear Headline 157 Seven guidelines for headlines that work well 158 1. Use your site visitors words 158 2. Be clear instead of cute 159 3. Think about your global audience 159 4. Try for a medium length (about eight words) 160 5. Use a statement, question, or call to action 161 6. Combine labels (nouns) with more information 162 7. Add a short description if people need it 163 Summarizing Chapter 8 163 9 Including Useful Headings 165 Good headings help readers in many ways 165 Thinking about headings also helps authors 165 Eleven guidelines for writing useful headings 167 1. Don t slap headings into old content 168 2. Start by outlining 168 3. Choose a good heading style: Questions, statements, verb phrases 170 Questions as headings 170 Answer your site visitors questions 172 Case Study 9-1 Answering your site visitors questions 172 Write from your site visitors point of view 174 Keep the questions short 175 Consider starting with a keyword 176 Statements as headings 176 Verb phrases as headings 177 4. Use nouns and noun phrases sparingly 178 Sometimes a label (a noun) is enough 178 But nouns often don t explain enough 179 Case Study 9-2 Turning nouns into better headings 179 5. Put your site visitors words in the headings 181 6. Exploit the power of parallelism 181 7. Use only a few levels of headings 181 8. Distinguish headings from text 182 9. Make each level of heading clear 183 10. Help people jump to content within a web page 184 Put same-page links first under the headline 185 Don t put off-page links at the top of the content area 185 Don t put same-page links in the left navigation column 185 11. Evaluate! Read the headings 186 Summarizing Chapter 9 186 Interlude 3: The New Life of Press Releases 189 The old life of press releases 189 The new life of press releases 189 Contents xv How do people use press releases on the web? 190 Story 1: Press release as summary 190 Story 2: Press release as fact sheet 191 Story 3: Press release as basic information 191 Story 4: The press call up 192 What should we do? 192 Write for the web 192 Think about visuals as well as words 193 Plan for mobile and social media 194 Does it make a difference? 194 1 0 Tuning up Your Sentences 197 Ten guidelines for tuning up your sentences 198 1. Talk to your site visitors - Use you 198 Use the imperative in instructions 199 Use you throughout 199 Case Study 10-1 Addressing the reader directly 199 Use you to be gender-neutral 202 Use appropriate gender for specific people 203 Converse directly even for serious messages 204 2. Use I and we 204 Be consistent in how you use I, you, and we 205 When the site visitor asks the question 205 When the site asks the question 205 In blogs and social media, I is fine 206 For your own work, I is fine 206 For an organization, use we 207 3. Write in the active voice (most of the time) 208 Case Study 10-2 Writing in the active voice 209 4. Write short, simple sentences 212 Very short sentences are okay, too 212 Fragments may also work 212 Busy site visitors always need clear writing 214 5. Cut unnecessary words 214 6. Give extra information its own place 215 Case Study 10-3 Untangling a convoluted sentence 215 7. Keep paragraphs short 218 A one-sentence paragraph is fine 218 Lists or tables may be even better 218 8. Start with the context 219 Case Study 10-4 Starting with the context - the topic 219 9. Put the action in the verb 221 10. Use your site visitors words 223 Write for your site visitors 223 Know your site visitors 223 And always use plain language 224 Summarizing Chapter 10 226 xvi Contents 11 Using Lists and Tables 227 Six guidelines for useful lists 227 1. Use bulleted lists for items or options 227 2. Match bullets to your site s personality 229 3. Use numbered lists for instructions 231 Turn paragraphs into steps 232 For branching, consider a table under the step 233 Show as well as tell 235 Use numbered lists for noninstructions thoughtfully 236 Case Study 11-1 Using both bulleted and numbered lists 236 4. Keep most lists short 238 Short (5-10 items) is best for unfamiliar items 238 Long may be okay for very familiar lists 238 5. Try to start list items the same way 239 6. Format lists well 240 Reduce space between the introduction and the list 240 Put space between long list items 240 Wrap lines under each other 240 Put what happens on a line by itself 241 Lists and tables: What s the difference? 242 Six guidelines for useful tables 242 1. Use tables for a set of if, then sentences 243 2. Use tables to compare numbers 243 3. Think tables = answers to questions 244 4. Think carefully about the first column 245 Case Study 11-2 Knowing when to use a table 246 5. Keep tables simple 248 How many columns? 248 Consider web constraints 248 Consider site visitors conversations 248 How many rows? 249 6. Format tables well 249 Reduce lines·. Help people focus on information 249 Line up columns: Don t center text in a table 250 Summarizing Chapter 11 251 Interlude 4: Legal Information Can Be Clear 253 Accurate, sufficient, clear - You can have all three 253 Avoid archaic legal language 254 Avoid technical jargon 255 Use site visitors words in headings 256 Follow the rest of this book, too 256 Case Study 4-1 Putting it all together 257 Contents xvii 12 Writing Meaningful Links 259 Seven guidelines for writing meaningful links 260 1. Don t make new program or product names links by themselves 260 2. Think ahead: Launch and land on the same name 261 3. For actions, start with a verb 262 4. Make the link meaningful - Not Click here or just More 262 Click here is not necessary 263 More or Learn More by itself isn t enough 263 Say what it s more about 265 5. Don t embed links (for most content) 265 If people are browsing, embedding may be okay 266 Put links at the end, below, or next to your text 266 6. Make bullets with links active, too 267 7. Make unvisited and visited links obvious 268 Use your link colors only for links 268 Show visited links by changing the color 268 Summarizing Chapter 12 269 13 Using Illustrations Effectively 271 Five purposes that illustrations can serve 272 Exact item: What do customers want to see? 273 Self-service: What helps people help themselves? 274 Showing options visually 274 Connecting paper documents to online forms 274 Process: Will pictures make words memorable? 276 Charts, graphs, maps: Do they help site visitors get my message? 277 Let people decide how much to see 277 Show numbers in charts - with a key message title 277 Follow principles of good data reporting 279 Mood: Which pictures support the conversation? 279 Match photos to your messages 279 Think about what the photo is saying 280 Seven guidelines for using illustrations effectively 280 1. Don t make people wonder what or why 281 2. Choose an appropriate size 281 Don t let large pictures push content down too far 281 Make sure small pictures are clear 281 3. Show diversity 282 To represent your site visitors, think broadly 282 Show your internal diversity, but be truthful 282 Test! Test! Test! 283 4. Don t make content look like ads 284 5. Don t annoy people with blinking, rolling, waving, or wandering text or pictures 284 6. Use animation only where it helps 286 xviii Contents 7. Make illustrations accessible 286 Make ALT-text meaningful 286 Summarizing Chapter 13 287 14 Getting from Draft to Final 289 Read, edit, revise, proofread your own work 289 Think of writing as revising drafts 290 Read what you wrote 290 Check your links 291 Check your facts 291 Let it rest 292 Why let it rest? 293 What should you do after your draft has rested? 293 Read it out loud 293 Use dictionaries, handbooks, style guides 293 Run the spell checker but don t rely on it 294 Proofread 294 Share drafts with colleagues 294 Accept and learn from the process 294 Work with colleagues to fit the content strategy 295 Share partial drafts 295 Have someone read it out loud 295 Ask what your key message is 295 Pay attention to comments 295 Put your ego in the drawer, cheerfully Φ 296 Walk your personas through their conversations 296 Let editors help you 297 Get help with the details 297 Get help with the big picture 297 Negotiate successful reviews (and edits) 298 Setting up good reviews 298 Meet with reviewers at the beginning 299 Practice the doctrine of no surprise 299 Help your reviewers understand good web writing 299 Getting useful information from reviewers 300 Tell reviewers when the schedule changes 300 Give reviewers a heads up a few days in advance 300 Make your expectations clear 300 If you have specific needs, let reviewers know 300 Using reviews well 301 Don t get defensive 301 Don t automatically accept changes 301 Rewrite to avoid misunderstandings 301 Persuade 301 Negotiate 301 Communicate 301 Summarizing Chapter 14 302 Contents xix Interlude 5: Creating an Organic Style Guide 303 Use a style guide for consistency 303 Use a style guide to remind people 304 Don t reinvent 305 Appoint an owner 306 Get management support 306 Make it easy to create, to find, and to use 306 15 Test! Test! Test! 307 Why do usability testing? 307 What s needed for usability testing 308 What s not needed for usability testing 309 How do we do a usability test? 310 What most people do 310 Even quicker: A morning a month 311 What variations might we consider? 311 Remotely, with a facilitator 312 Remotely, without a facilitator 312 Testing around the globe 312 Testing in a group setting 312 Fielding alternatives (A/B testing) 313 Why not just do focus groups? 313 What does a focus group need? 313 Why isn t a focus group the best technique? 314 Can we combine usability testing and focus groups? 314 A final point: Test the content!! 315 Bibliography 317 Subject Index 323 Index of Web Sites Shown as Examples 331 About Ginny Redish 333
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spelling	Redish, Janice 1941- Verfasser (DE-588)141991909 aut Letting go of the words [writing Web content that works] Janice (Ginny) Redish 2. ed San Francisco, Calif. Morgan Kaufmann 2012 Oxford Elsevier Science [distributor] XXVII, 332 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Morgan Kaufmann series in interactive technologies Includes bibliographical references Website (DE-588)4596172-4 gnd rswk-swf Textproduktion (DE-588)4184945-0 gnd rswk-swf Online-Medien (DE-588)4535907-6 gnd rswk-swf Web sites--Design. Authorship. Textproduktion (DE-588)4184945-0 s Online-Medien (DE-588)4535907-6 s Website (DE-588)4596172-4 s DE-604 Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025309400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
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title	Letting go of the words [writing Web content that works]
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title_exact_search	Letting go of the words [writing Web content that works]
title_full	Letting go of the words [writing Web content that works] Janice (Ginny) Redish
title_fullStr	Letting go of the words [writing Web content that works] Janice (Ginny) Redish
title_full_unstemmed	Letting go of the words [writing Web content that works] Janice (Ginny) Redish
title_short	Letting go of the words
title_sort	letting go of the words writing web content that works
title_sub	[writing Web content that works]
topic	Website (DE-588)4596172-4 gnd Textproduktion (DE-588)4184945-0 gnd Online-Medien (DE-588)4535907-6 gnd
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