Home Page. I. CATCH THE NET SPIRIT. 1. Who Am I Writing for, and Incidentally, Who Am I? 2. What Kind of Thing Am I Creating? 3. What Will the Web Do to My Text? 4. Attention! II. WRITE LIKE A HUMAN BEING. 5. Idea #1: Shorten That Text. 6. Idea #2: Make Text Scannable. 7. Idea #3: Cook Up Hot Links. 8. Idea #4: Build Chunky Paragraphs. 9. Idea #5: Reduce Cognitive Burdens. 10. Idea #6: Write Menus That Mean Something. III. FINE-TUNE YOUR STYLE FOR THE GENRES. 11. Writing in a Genre. 12. Creating Customer Assistance That Actually Helps. 13. Persuading Niche Markets, Individuals, and the Press. 14. Making News That Fits. 15. Entertaining People Who Like to Read. 16. Getting a Job. IV. BECOME A PRO. 17. So You Wannabe a Web Writer or Editor. V. BACKUP. 18. Writerly Sites. 19. If You Like to Read. Index.
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.
We are professional Web writers and editors. We regularly coach other writers, showing how to tailor their prose for e-mail, Web pages, and discussions. We focus on text, not design or tags. If you have to write text that will go up on the Web, we're talking to you. We have written for the Internet for the last seven years, so we talk from real experience-and affection. We love the spirit of the Net. We come out of a background in journalism (writing for magazines such as Esquire, Harper's, Reader's Digest, and TV Guide), technical communication (writing and consulting with an A-to-Z of high tech firms), art (conceptual art in New York), TV and radio (dozens of interviews, and our own shows). Along the way, we've written 24 books for major publishers and hundreds of articles for Web sites. Our consulting clients include such firms as America Online, Apple, Broderbund, Cadence, Canon, Cisco, Coupons.com, Disney's Family.com, Epson, eToys, FileMaker, Fujitsu, Hewlett-Packard and HP.com, Hitachi, IBM, KBKids.com, Ketchum, Kodak, Los Alamos National Labs, Lotus, Matsushita, Middleberg Euro, Mitsubishi, Nikon, Ogilvy, Oracle, PeopleSoft, Relational, Ricoh, Sprint, Sun, Symantec, Visa, Xerox, and Zycad. Jonathan has taught writing at New Mexico Tech, New York University, Rutgers, University of New Mexico, and the Extension programs of the University of California, Berkeley, University of California, Santa Cruz, and Stanford. Lisa was the Features Editor at KBKids.com from startup days to $80 million merger; she writes a weekly Internet column, ShopTalk, for Coupons.com. She frequently appears on TV and radio. We live in an adobe house in the woods along the Rio Grande as it flows through New Mexico. Our sons, Ben and Noah, take the Web for granted, but prefer football.