I guess, the whole meeting could have a slogan “Clear, not clever,” as one more emphasis on the purpose of the web writing – to communicate an idea to the audience in search of the right idea…
General guidelines for the content:
- best content on the top of the page (fold is still relevant)
- Clear, not clever
- Easy to scan
- Bullets and lists
- Strong images
Web page recommendations:
- 2-4 sentences per paragraph
- 12 – 20 words line length
In case we want to see examples of bad content…
There is an Onion-type site for … bad content – ClickHole 😉
A few interesting points:
- Think about HTML (H1, H2, etc.) as structure elements, rather than design elements.
- A new (for me) term “listicles” – articles that are technically lists. The term seem to be around for a while.
- Canada and UK have excellent government website content (as the initiative is supported by dedicated taxes)
- Dealing with infinite scroll
- is it needed? If requested by the client – what value does it bring? Good example: “we want to create an infinite scroll to show students that we have many options of the content for them to select”
- If needed, it is easy to “get lost” in infinite scroll. In this case, a side bar could be added to explain that this is an infinite scroll, and there are different sorting options of the content
- Word has readability statistics (which grade level is required to understand the copy?). However, showing clients readability data of grade level can be cumbersome… Some companies can say: “Oh, grade level 13? Great! All our customers have higher level of education…”
- From the university professor: “Students are great technology consumers, but not good technology producers.”
Fantastic online style guide for Mail Chimp (internal guide) is available online. I love the introduction! 🙂 And I loved the point on SEO…
University of Minnesota has an open and very useful Content Strategy Guide.