Hot Text Web Writing that Works

by Price, Lisa; Price, Jonathan

• ISBN13: 9780735711518
• ISBN10: 0735711518
• Edition: 1st
• Format: Paperback
• Copyright: 2002-01-11
• Publisher: New Riders

Summary

Attention, Web writers! This book will show you how to craft prose that grabs your guests' attention, changes their attitudes, and convinces them to act. You'll learn how to make your style fast, tight, and scannable. You'll cook up links that people love to click, menus that mean something, and pages of text that search engines rank high. You'll learn how to write great Web help, FAQs, responses to customers, marketing copy, press releases, news articles, e-mail newsletters, Webzine raves, or your own Web resume. Case studies show real-life examples you can follow. No matter what you write on the Web, you'll see how to personalize, build communities, and burst out of the conventional with your own honest style.

Author Biography

Jonathan and Lisa Price are professional web writers and editors who regularly coach other writers on how to tailor their prose for e-mail, Web pages, and discussions

Table of Contents

Home Page	xiii
PART I CATCH THE NET SPIRIT	2	(82)
Who Am I Writing for, and Incidentally, Who Am I?	3	(34)
What Kind of Thing Am I Creating?	37	(26)
What Will the Web Do to My Text?	63	(14)
Attention!	77	(7)
PART II WRITE LIKE A HUMAN BEING	84	(186)
Idea #1: Shorten That Text	85	(28)
Idea #2: Make Text Scannable	113	(20)
Idea #3: Cook Up Hot Links	133	(50)
Idea #4: Build Chunky Paragraphs	183	(22)
Idea #5: Reduce Cognitive Burdens	205	(30)
Idea #6: Write Menus That Mean Something	235	(35)
PART III FINE-TUNE YOUR STYLE FOR THE GENRES	270	(178)
Writing in a Genre	271	(10)
Creating Customer Assistance That Actually Helps	281	(60)
Persuading Niche Markets, Individuals, and the Press	341	(32)
Making News That Fits	373	(32)
Entertaining People Who Like to Read	405	(16)
Getting a Job	421	(27)
PART IV BECOME A PRO	448	(24)
So You Wannabe a Web Writer or Editor	449	(23)
PART V BACKUP	472	(22)
Writerly Sites	473	(8)
If You Like to Read	481	(13)
Index	494