Nielsen Full day training course offered at Usability Week Melbourne
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.
Benefits
- Use words to entice and educate users, and to convert them into repeat customers
- Know when and how to adjust content based on audience or platform
- Learn techniques for breaking up and organizing information
Topics
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Voice, tone, and style
- Defining your voice
- Formal vs. informal writing styles
- Writing for different platforms
- Storytelling
- Addressing multiple audiences on the same site
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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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Structuring complex content
- 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
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
- 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