Write+Content

Writing For the web
When writing for the web you must remember these four things; 1-Audience 2-Concise and scannable information 4- Objective 5-Layout

When people do research on the internet they tend to navigate away from websites packed full of text, and tend to gravitate towards sites that are nice and spaced and not cluttered. In order to make a website reader friendly the page layout can't appear to be over crowded. To avoid this cut out words that aren't needed and choose the short words over the long and make sure you are writing for your audience, consider them. Why are they here? What would they already know? what are they looking for? In order to make a website easy to navigate make sure sub headings accurately summarise the information which they are about, don't label information incorrectly eg. Information on how to care for fully grown cats wouldn't be labelled Kittens. Make sure the paragraphs are short and **emphasise** key words this along with Bullet list ed information will make is easy to read and scannable. Don't centre or justify your text or headings and don't go off on a tangent, stick to the facts. In saying that do not publish anything if there is no evidence eg Brad Pitt and Angelina Jolie have split. you can't state that unless you have their reps statements to support your information. And last but not least do not publish anything unless it is complete, to make sure it is complete before publishing print off a hard copy edit it in a color and then let a friend read over it, then it is ready to be published.

**﻿The Flesch-Kincaid Readability test:** This test was developed to indicate the level of difficulty a particular passage of text is. There were two tests formed; The Flesch reading ease and the Flesch-Kincaid Grade Level. Both of these test use the number of words and the number of sentences to determine the difficulty and were both developed by Rudolph Flesch.

Flesch Reading Ease
The higher the score the easier the passage of text is to read as opposed to a lower score, which means it is more difficult. The formula to determine the Flesch Reading Ease is: 206.835-1.015(total words divided by total sentences) - 84.6 (total syllables divided by total words)

The scores obtained from substituting information into the formula leave you with different results fitting into different categories. 90.0-100.0= Understandable to 11 year olds (and higher) 60.0-70.0= Understandable to 13-15 year olds (and higher) 0.0-30.0= Best understood by University students and graduates.

Flesch-Kincaid Grade Level
This test was refined in the United States Navy in 1974 by J. Peter Kincaid and it was used for the army to assess the reading difficulty of technical manuals. The formula for the Flesch-Kincaid Grade Level is : 0.39(total words divided by total sentences) + 11.8 (total sentences divided by total words) - 15.59

=Gunning Fog Index= The Gunning Fog Index (GFI) was developed to measure the readability of English writing and to estimate the level of education needed in order to understand the text the first time it is read. For the text to be understood by a wide audience it needs to have a GFI of less than 12 and for it to be understood universally it needs to have a GFI of less than 8.

Formula
Gunning Fog Index formula is: 0.4((words divided by sentences) + 100 (complex words divided by total words))

For this formula to be used a passage of text needs to be selected (around 100 words) and then the average length of a sentence needs to be found by dividing the number of words by the number of sentences. Then you must add the average sentence length and the percentage of total complex words found in that passage then multiply by 0.4. A complex word is defined as a word with more than 3 syllables. This definition allows for a flaw in the Gunning Fog Index as words like Elizabeth, which has four syllables would be classified as a complex word only because it has more than three syllables where as a word like Xebec is two syllables would have though to be a complicated word.

**Required knowledge:**
 * industry knowledge, including:
 * roles and responsibilities of project team member
 * issues and challenges that arise when writing content
 * understanding the way readers scan and read written material
 * writing and communication principles for the relevant medium
 * writing and presentation techniques for the relevant medium
 * sound knowledge of grammar and punctuation
 * media laws sufficient to identify defamation and obscenity and seek expert advice on issues that - could lead to legal action
 * copyright clearance procedures
 * OHS relating to working for period of time on computers

Active vs Passive voice How users read on the web Narrative vs Non narrative writing <span style="color: #000000; direction: ltr; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 90%; margin-bottom: 0pt; margin-left: 0.46in; margin-top: 2.64pt; text-align: justify; text-indent: -0.42in; unicode-bidi: embed;">Print vs Online <span style="color: #000000; direction: ltr; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 90%; margin-bottom: 0pt; margin-left: 0.46in; margin-top: 2.64pt; text-align: justify; text-indent: -0.42in; unicode-bidi: embed;">Gunning Fox Index <span style="color: #000000; direction: ltr; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 90%; margin-bottom: 0pt; margin-left: 0.46in; margin-top: 2.64pt; text-align: justify; text-indent: -0.42in; unicode-bidi: embed;">Flesch-Kinnaid Index <span style="color: #000000; direction: ltr; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 90%; margin-bottom: 0pt; margin-left: 0.46in; margin-top: 2.64pt; text-align: justify; text-indent: -0.42in; unicode-bidi: embed;">Inverted Pyramid Writing Technique <span style="color: #000000; direction: ltr; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 90%; margin-bottom: 0pt; margin-left: 0.46in; margin-top: 2.64pt; text-align: justify; text-indent: -0.42in; unicode-bidi: embed;">W3C Accessibility Standards (they apply to text based content for interactive media)
 * Things to know:**

**<span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">Definitions: **<span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">TypographyTarget audience  <span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">** __<span style="font-family: 'Arial','sans-serif'; font-size: 18pt;"> CUFWRT301A: Write content for a range of media  __ ** <span style="line-height: normal; margin: 0cm 0cm 10pt 18pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">** __<span style="font-family: 'Arial','sans-serif'; font-size: 18pt;">Resources __ ** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">1. Introduction to Writing Techniques: Web Copy. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">2. Differences between writing for print and web. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">3. Headings and subheadings/chunking content/proofreading. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">4. How to Write a Synopsis. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] / <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">5. Drafting and editing. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">6. Script Writing for Narratives. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">7. Accessibility and usability testing. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">8. How to Write a Synopsis. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">9. Drafting and editing. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">10. Script Writing for Narratives. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">11. Accessibility and usability testing. <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: #000081; font-family: 'Times New Roman','serif'; font-size: 12pt;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">. ** __<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Sample Exam Questions __ ** <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Here are some sample questions you might like to discuss. 1. The first step in writing copy for a site is to A decide on text colours B write all the page titles C Identify target user groups D work out how much space there is on each page

2. In the 'inverted pyramid' style of writing A the conclusion appears at the end of a text B the conclusion appears in the middle of a text C the conclusion appears separately from the text D the conclusion appears at the beginning of the text.

3. Which writing style is most appropriate for a technical product description on the web? A passive B active C narrative D opinion

4. Which of the following should be avoided when writing content for global web sites? A clichés B repetition C short points D factual reporting

5. The following advice is provided in a guide to writing for the web: ‘Make the word count for the online version of a given topic about half the word count used when writing for print’ Explain why it is important to reduce the number of words used when writing for a web site.

6. a. What is meant by ‘a distinct target audience’?

b. Describe two ways you would tailor content to this audience.

7. Describe two attributes of good advertising copy. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;"> <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;"> <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;"> <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">__**Answers**__ <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">