1

Knowing the techniques of writing for the Web

• Writing to communicate: Product communication, BtoB, institutional, crisis, etc.
• Taking into account the specifics of Web media.
• Learning all the reading media that exist today: Laptops, e-readers, tablets, smartphones.
• Writing to be read: Offering value-added, consistent content in keeping with your style.
• Writing to be seen: Natural SEO mechanics; improving how your pages are written.

2

Organizing information and content

• Knowing and understanding the reader: “F”-reading, reading while surfing, etc.
• Defining an editorial strategy: Objectives, angles, tree structure, etc.
• Building reader loyalty.
• Working on ergonomics: Homepage, browsing levels, shortcuts, links, etc.
• Being readable: Clarity, effectiveness, accessibility, friendliness, etc.
• Varying the content.
• Writing for social media.

3

Writing content for the Web

• Informing: The 5W rule, different types of plans.
• Adapting your style to the Web: Syntax, vocabulary, text length, etc.
• Titles, decoration, graphic writing.
• Choosing colors.
• Finding information to add to your site: RSS, aggregators and syndication, etc.
• Complying with Web legislation.

4

Adapting and enhancing Web content

• Rich Media: Enhancing your text with visuals, videos, sound.
• Using links: Internal links, external links.
• Giving a sense of depth.
• Ranking and promoting content.
• Scripting your content: Breakdown and progress.

5

Copywriting

• Making titles, subtitles, intertitles and lead-ins.
• Applying Web-related typographical rules.
• Verifying ponctuation.

6

Optimizing your content

• Improving your SEO.
• Using a keyword generator.
• Optimizing your visibility on the technical site: Code and html tags.