Hot Text: Web Writing that Works
January 4, 2002
This book presents style guidelines based on quantitative
research and practitioner lore about what works on the Web, what
flops, and what looks like leftover newsprint. It shows how to
apply those guidelines to many common Internet genres such as
customer assistance, product descriptions, distance learning,
marketing e-mails, or webzines. The book also includes case
studies of the prose from popular sites' two page spreads that
will show a screenshot, and analysis of the prose to see how well
it works.
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, research reports, 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.
Chapter 1
Part 1
Part 2
Chapter 5
Part 1
Part 2
Who Am I Writing for, and Incidentally, Who Am I?
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