1. Well-Written Web Content: Even When It’s Not Your Job, It’s Your Responsibility Leslie O’Flahavan, E-WRITE @LeslieO PLAIN November 14, 2012

2. Really, this workshop isn’t for ME. A friend of mine has a problem with web writing… © E-WRITE 20123

3. Overview How to write plain language web content How to convince colleagues that writing good web content is important © E-WRITE 20124

4. Today’s web writing topics How to write: 1.Task-oriented, actionable web content 2.A bite, a snack, and a meal 3.Concise, non-fluffy web content © E-WRITE 20125

5. Today’s “how to get good content out of other people” topics 1.How to use before-and-after examples to illustrate web writing principles 2.When to refuse to publish web content that’s just not well written 3.How to use the wealth of new plain language resources © E-WRITE 20126

6. Know whether you are writing a lobby or a room © E-WRITE 20127

7. Write task-oriented, actionable web content Helping people do things online (complete tasks) is web content’s highest calling Some web writing helps people know Some web writing helps people do Best practice: focus on top tasks © E-WRITE 20128

8. Four guidelines for writing task-oriented web content 1.Name the task clearly and provide an overview. 2.Make the task scannable as users may bookmark it and return frequently. 3.Provide an example, illustration, or screenshot when necessary. 4.Link to background info instead of including it in the task. 5.Make the web content substantive; don’t lock all the info about the task into the PDF form. © E-WRITE 20129

9. Name the task clearly and provide an overview © E-WRITE 201210

10. Make the task scannable © E-WRITE 201211

11. Provide an example, illustration, or screenshot © E-WRITE 201212

12. Link to background info instead of including it in the task © E-WRITE 201213

13. Practice writing task-oriented content © E-WRITE 201214

14. Write a bite, a snack, and a meal © E-WRITE 201215

15. Write a bite, a snack, and a meal How content-hungry is the reader? How much content does the web writer provide? Bite Snack Meal © E-WRITE 201216

16. Sample bites, snacks, and meals © E-WRITE 201217

17. Sample bites, snacks, and meals © E-WRITE 201218

18. Sample bites, snacks, and meals © E-WRITE 201219

19. These bites and snacks need work © E-WRITE 201220

20. Practice writing a bite and a snack © E-WRITE 201221

21. © E-WRITE 201222 Edit web content for two types of conciseness 1.Relevance: Review each chunk to determine whether is essential to the content’s overall purpose or message. 2.Brevity: Edit conscientiously so the content is as brief as possible: –1 word, not 2 –20-word sentences, not 45-word sentences –3-sentence paragraphs, not 15-sentence paragraphs

22. Step 1 in editing for conciseness: Relevance Review the Health Information and Quality Authority’s “What we do and why” page: 1.Is each chunk of content relevant to the overall purpose: to explain who they are and what they do? 2.Cross out any chunk of content that is not relevant. 3.No wordsmithing! No copyediting! © E-WRITE 201223

23. © E-WRITE 201224 Our conclusion? Is all the web content “Type 1” relevant?

24. © E-WRITE 201225 Step 2 in editing for conciseness: Brevity What’s the effect of cutting word count? A 10% cut eliminates annoying phrases— “in order to”—and unnecessary modifiers to lightly refresh the text. A 25% cut eliminates all types of word fluff and may alter the message slightly. A 50% cut alters the message: narrower scope, fewer persuasive points, fewer examples, etc.

25. © E-WRITE 201226 Test the web writing maxim: “The best thing you can do for your content is cut by 50%”

26. © E-WRITE 201227 My 76-word version Approach We improve your organization’s performance by maximizing the capabilities of your systems and personnel. Our consultants employ our proven six-step approach to gain you quantifiable results: 1.Assess the department to discover problems and opportunities. 2.Analyze day-to-day operations to understand the department’s performance. 3.Recommend improvements. 4.Partner with administration, physicians, and front-line staff to solve problems. 5.Provide support while you implement new processes. 6.Maintain contact so you can sustain your successes.

27. © E-WRITE 201228 “Another guy’s” much better 90-word version Approach We improve our clients’ performance—people and systems alike. Our techniques are proven, our consultants are respected, and our clients gain measurable benefits. Here’s how we do it: 1.Assess. What's not working? What's not making sense? Where are the opportunities? 2.Observe. Dive into day-to-day operations to learn the ground truth. 3.Recommend. Identify specific improvements. 4.Partner. Collaborate with administrators, physicians and front-line staff in problem-solving efforts. 5.Execute. Provide support and manage change during the implementation. 6.Follow up. Keep in ongoing contact to sustain success. -- David Kay of DBKay & Assoc.DBKay & Assoc.

28. © E-WRITE 201229 Three guidelines for writing concisely 1.Edit for relevance first and brevity second 2.Keep paragraphs short and focused –About five sentences or 75 words –Easily recognized as a chunk –On one topic 3.Use plain, simple language Too FancyNice ‘n Plain UtilizeUse At the present timeNow As per your requestAs you requested

29. How do I get quality content out of these people? Either they can’t write or they don’t want to … © E-WRITE 201230

30. Today’s “how to get good content out of other people” topics 1.Use before-and-after examples to illustrate web writing principles 2.Refuse to publish web content that’s just not well written 3.Use the wealth of new plain language resources © E-WRITE 201231

31. Library of Congress FAQs - before © E-WRITE 201232

32. Library of Congress FAQs - after © E-WRITE 201233

33. NIEHS Aflatoxin - before © E-WRITE 201234

34. NIEHS Aflatoxin - after © E-WRITE 201235

35. Use before-and-after examples to illustrate web writing principles Examples make principles concrete Examples enable people who lack content lingo to participate in content discussions and take responsibility for their content Examples enable people to gauge how much work is involved in rewriting their content instead of freaking out Examples are a natural resource in the plain language community – collect them! © E-WRITE 201236

36. As a plain language advocate, should you refuse to publish this content? © E-WRITE 201237

37. When to refuse to publish web content that’s just not well written No one will agree to own the content The links are broken The content is inaccurate, noncompliant, or inconsistent with your organization’s role or mission A well-written version exists It’s causing problems in the bricks-and- mortar world © E-WRITE 201238

38. Use the wealth of new plain language resources Events Organizations Content style guides Writing standards Plain language examples © E-WRITE 201239

39. Questions? Comments? Contact info: Leslie O’Flahavan, E-WRITE Leslie@ewriteonline.com 301-989-9583 www.ewriteonline.com @LeslieO www.linkedin.com/in/leslieoflahavan © E-WRITE 201240