Nielsen Full day training course offered at Usability Week New York City
Writing for the Web: Day 2
Build relationships with diverse audiences on multiple platforms through content
People come to your website for the content; they are looking for answers to their questions or ways to complete their tasks. A helpful website makes it easy for them to find what they’re looking for and builds trust along the way by providing essential content written in a consistent and appropriate tone of voice. This course teaches you how to have a meaningful conversation with your customers through your website, mobile app, or social media presence.
Topics
- Use words to entice and educate users, and to convert them into repeat customers
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Voice, tone, and style
- Defining your voice
- Formal vs. informal writing styles
- Writing for different platforms
- Storytelling
- Know when and how to adjust content based on audience
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Building relationships through content
- Taglines
- Company information, About Us section
- FAQs
- Micro-copy
- Homepages
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Landing pages and homepages
- How to increase conversion
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Learn techniques for breaking up and organizing information
- Presenting detailed content
- Strategies for layering content
- Moving content from print to Web
- Page length and scrolling
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Alternative ways to present information
- Information graphics
- Images and captions
- Videos and slideshows
Free Material with Course Attendance
Report: How People Read on the Web: The Eyetracking Evidence
This 355-page report offers 83 recommendations for web writing and content layout, plus 102 detailed findings about how people read on the web, including scanning patterns revealed as we used eyetracking technology during usability tests.
Format
This course is an interactive lecture. Through exercises you will learn to apply and practice new principles and techniques, while staying grounded in the research that supports them. Individually, and in groups, you will practice writing web-copy for different site areas, platforms, and audiences.
The course also includes:
- Findings from our own usability studies
- Videos from usability testing showing people's behavior in response to content
- Screenshots with content that works and doesn’t work, and why
- Opportunities to ask questions and get answers
Companion Course
Writing for the Web: Day 1 is a companion course to Writing for the Web: Day 2. Each course can be taken independently. Writing for the Web: Day 1 covers:
- How people read online based on usability testing and eyetracking research
- Optimizing content for users, search engines, and accessibility devices
- Writing concise, benefits-driven copy to increase conversion
- Guidelines to increase usability
Instructor
Hoa Loranger
Hoa Loranger is Director at Nielsen Norman Group and has worked in user experience for over 15 years. She conducts research worldwide, and presents keynotes and training on best practices for interface design. Hoa has consulted for companies such as Microsoft, HP, Allstate, Samsung, Verizon, and Disney. She authors publications, including a book, Prioritizing Web Usability. Read more about Hoa
Hoa Loranger is Director at Nielsen Norman Group and has worked in user experience for over 15 years. She conducts research worldwide, and presents keynotes and training on best practices for interface design. Hoa has consulted for companies such as Microsoft, HP, Allstate, Samsung, Verizon, and Disney. She authors publications, including a book, Prioritizing Web Usability. Read more about Hoa