Learn to reach readers online in this online-writing class
“A great course for virtually every level of web writer, from beginner to expert.”
— Jill Stueck, corporate affairs director, AT&T
Writing for the mobile web: It’s not easy to get the word out on a 3.5-by-6.5-inch screen. In fact, reading your webpage on an iPhone can feel like reading War and Peace through a keyhole. And no wonder:
- Reading on a mobile device cuts comprehension by 48%, according to University of Alberta research.
- Visitors read 30-milliseconds-a-word slower on smartphones, says usability expert Jakob Nielsen.
- But although mobile reading takes longer, people spend half the time on mobile sites as they do on desktops, according to a study by the Nielsen Norman Group.
In this environment, how do we reach readers online? Best practices for web and mobile copywriting can help. In fact, just 3 simple tweaks have been proven in the lab to boost usability more than 124%.
In this digital-writing workshop, you’ll learn to write webpages that draw mobile and desktop visitors to your site; help them read faster, remember more, understand better, find what they’re looking for and enjoy the experience enough to come back.
“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, APR, manager, internet communications, Alberta Public Affairs Bureau
Writing for Mobile Websites
Get the word out on the small screen
What’s annoying on a desktop can be overwhelming on a smartphone. In fact, there are 335 obstacles to reading on the small screen, according to the Nielsen Norman Group’s eyetracking research. Learn to get the word out on the small screen:
- Pass the 1-2-3-4 test. Make sure mobile visitors can get your key messages from just 4 key elements on your webpage.
- Cut the type of material that makes mobile visitors “visibly angry” with our red-pen, yellow-highlighter test.
- Stop publishing a common story form that’s virtually unusable on a smartphone.
- Get mobile visitors past the first screen with two simple tricks.
- Get read on an iPad with our proven-in-the-lab tablet writing tips.
Reach Readers Online
Put your key points where web visitors’ eyes are
People devote 86% of their time and attention to the upper two-thirds of a mobile screen, according to a study by Briggsby. Learn to reach them where their eyes are:
- Organize your webpage using the temple structure. Designed for the web, it’s the most effective way to help visitors find what they’re looking for online.
- Choose from 5 types of web leads that work. And learn 3 common approaches to avoid.
- Tear down obstacles to reading your webpage by passing The Palm Test.
- Get found and clicked. Help Google and humans figure out what your piece is about with 6 quick tricks.
- Pass the 80/20 test. Put your key messages where readers will be 84% more likely to find them.
Cut Through the Clutter Online
Make every webpage you write easy to read and understand
“Short is too long for mobile,” says king of usability Jakob Nielsen. Indeed, the longer your webpage gets, the less people read. Make your web copy brisk and clear even on a smartphone.
- Make your webpage 58% more usable with one simple trick.
- Hit the right targets. How long is too long for your webpage? Your mobile headlines? Your mobile paragraphs?
- Stop cutting the No. 1 element that convinces visitors to do business with your organization. It’s usually the first thing to go in the editing process.
- Make your webpage measurably easier to read with a cool, free tool that does everything but rewrite sentences for you.
- Help people read faster, understand better and remember longer by making messages measurably more readable for mobile.
How to Write Web Headlines, Links & More
Reach skimmers and nonreaders with microcontent
Web visitors don’t read. They skim. Make sure skimmers get the gist of your webpage with microcontent that gets the word out.
- Steal 4 tricks from the BBC for writing world-class web headlines.
- Get the word out with bulleted lists with our 6-step list-writing makeover.
- Stop writing the most common type of link. It reduces skimming, clicking and accessibility.
- Pass the Goldilocks test. Make sure your links aren’t too long or too short.
- Bust the myth of page view time. Help readers understand better, remember longer and enjoy your webpage more in half the time.
Get a writing workout
Take your message from ‘meh’ to masterpiece
In the crunch of writing headlines and meeting deadlines, it sometimes seems as if there’s not enough time to pause and consider how you’re doing. But in our practice sessions, you’ll have a chance to:
- Master the techniques you learn in the workshop by applying them immediately. (That’s how we put the “Master” in the Master Class!)
- Gain valuable insights on your work from your peers and from Ann.
- Learn to analyze and improve others’ writing — the best skill you can develop for editing others or improving your own work.
“Other writing coaches tell you what to do. Ann shows you how.”
— Roberta Laughlin, vice president, mutual funds marketing, Northern Trust
Don’t miss this opportunity to learn the latest best practices for getting the word out on mobile and traditional websites.
“Other writing coaches tell you what to do.
Ann shows you how.”
— Roberta Laughlin, vice president, mutual funds marketing, Northern Trust
About Ann Wylie
Ann Wylie runs a training, editing and consulting firm called Wylie Communications. She works with communicators who want to reach more readers and with organizations that want to get the word out.
Her workshops take her from Hollywood to Helsinki. There, she helps training clients at organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work.
Ann has earned more than 60 awards, including two IABC Gold Quills, for her communications. She is the author of more than a dozen learning tools that help people improve their communication skills, including RevUpReadership.com, a toolbox for writers.
“Ann is brilliant and arms you with the tools to succeed.”
– Katie Anselmo, internal communication manager, Comcast
“I learned more in this two-day class than I did in my two-year master’s program.”
— Rochelle Juette, communications specialist, Washington Closure Hanford
One-day writing workshop
Get your team on the same page with a one-day, 6-hour workshop:
- Learn tips and techniques for How to Write For Mobile. Includes workbook and handout masters for you to copy. They’ll learn how to:
- Lift Ideas Off the Screen: Reach nonreaders with display copy.
- Get to the point faster: Because web visitors spend 80% of their time above the fold.
- Master the Temple Structure: It’s been proven in the lab to be more effective than the form you’re using now.
- See how your team is doing with customization. I’ll use your team’s writing samples as examples in the workshop.
- Keep them learning after the workshop ends with a three-month membership to Rev Up Readership for up to 30 members of your team.
Two-day Master Class
Help your team members master the techniques they learn in class with a two-day, 12-hour workshop:
- Learn additional tips and techniques. The two-day workshop includes additional modules:
- Cut Through the Clutter Online: Because ‘short is too long for mobile’
- Practice sessions: Master the techniques we learn in class.
- Master the techniques they learn in class by applying them immediately, getting feedback from Ann and the group, and rewriting. That’s how we put the Master in Master Class.
Save travel expenses and reach far-flung colleagues with a webinar series:
- 4-session series covers the one-day workshop material
- 6-hour session covers the Master Class material, but without the feedback and practice.
Add writing guidelines
Want to get all of your communicators on the same page about what constitutes good writing? When your communicators walk out of our session with customized writing guidelines, you’ll be able to:
- Tell your communicators what to do with “the book” of proven-in-the-lab best writing practices that I share in my Catch Your Readers workshop
- Show your communicators how to do it with before-and-after examples of your content providers’ own work to illustrate each best practice
- Help your communicators sell ideas to reviewers and approvers with brief summaries of the research behind the rules
- Make it easy for communicators to implement the guidelines with four handy one-page cheat sheets that content providers can use to check their own work or to edit others’
BONUS: As I’ll be rewriting some of your team’s writing samples to illustrate the befores and afters, I’ll be able to show your participants “How Ann would have done it” in class — one of the biggest requests we get in feedback.
Ever wish you had annotated models and checklists for writing your online messages? Let us develop formulas, templates and examples to make your online communications more effective and less time-consuming.
Your team will walk away with fill-in-the-blanks outlines they can use to write your most common types of stories, whether they’re tipsheets, survey stories, HR stories, product releases, webpages, brochures — you name it. Plus, you’ll get before-and-after versions of your own pieces illustrating each of the templates.
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