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10540cam a2200829Ia 4500 |
| 001 |
798674328 |
| 003 |
OCoLC |
| 005 |
20180526100230.8 |
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m o d |
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|a Redish, Janice.
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1 |
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|a Letting go of the words :
|b writing web content that works /
|c Janice (Ginny) Redish.
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|a [Waltham, MA] :
|b Morgan Kaufmann,
|c [2012]
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|c ©2012.
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|a 1 online resource.
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|a text
|b txt
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| 337 |
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|a computer
|b c
|2 rdamedia.
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| 338 |
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|a online resource
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|2 rdacarrier.
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|a Web site design and development continues to become more sophisticated an important part of this maturity originates with well laid out and well written content. Ginny Redish is a world-renowned expert on information design and how to produce clear writing in plain language for the web. All of the invaluable information that she shared in the first edition is included with numerous new examples. New information on content strategy for web sites, search engine optimization (SEO), and social media will enhance the book's content making it once again the only book you need to own to optimize your writing for the web. New material on content strategy, search engine optimization, and social media. Lots of new and updated examples. More emphasis on new hardware like tablets, iPads, and iPhones.
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|a Title from publisher's Web site (ScienceDirect, viewed on July 10, 2012).
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|a Content! content! content! : People come for the content ; Content = conversation ; Web = phone, not file cabinet ; Online, people skim and scan ; People do read online -- sometimes ; People don't read more because ... ; Writing well = having successful conversations ; Case studies : Conversing well with words ; Conversing well with few words ; Revising web words -- Planning: purposes, personas, conversations : Why? Know what you want to achieve ; Who? What's the conversation? : Gather information about your site visitors; List groups of site visitors; List major characteristics for each group; Understanding the conversations they want to start ; Breathing life into your data with personas ; Breathing life into your data with scenarios -- Interlude 1: Content strategy : Why is content strategy so important? ; What is content strategy? ; What does content strategy cover? ; Who does content strategy? ; Seven steps to carry out a content strategy -- Designing for easy use : Integrate content and design from the beginning ; Build in flexibility for universal usability ; Color ; Space ; Typography ; Putting it all together: a case study : Revising a poorly designed web page -- Starting well: home pages : Home pages: content-rich with few words ; Be findable through search engines ; Identify the site ; Set the site's tone and personality ; Help people get a sense of what the site is all about ; Continue the conversation quickly ; Send each person on the right way -- Getting there: pathway pages : Site visitors hunt first ; People don't want to read while hunting ; A pathway page is like a table of contents ; Sometimes, short descriptions help ; Three clicks is a myth ; Many people choose the first option -- Breaking up and organizing content : Think "information," not "document" ; Divide your content thoughtfully ; Consider how much to put on one web page ; Use sparingly and only for good reasons -- Focusing on conversations and key messages : Seven guidelines for focusing on conversations and key messages : Give people only what they need ; Cut! cut! cut! And cut again! ; Think "bite, snack, meal" ; Start with your key message ; Layer information ; Break down walls of words ; Plan to share and engage through social media -- Interlude 2: Finding marketing moments : Marketing on the web is different: pull not push ; Join the site visitor's conversation ; Find the right marketing moments ; Don't miss good marketing moments ; Never stop the conversation -- Announcing your topic with a clear headline : Seven guidelines for headlines that work well : Use your site visitors' words ; Be clear instead of cute ; Think about your global audience ; Try for a medium length (about eight words) ; Use a statement, question, or call to action ; Combine labels (nouns) with more information ; Add a short description if people need it.
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|a Includes useful headings : Good headings help readers in many ways ; Thinking about headings also helps authors ; Eleven guidelines for writing useful headings : Don't slap headings into old content ; Start by outlining ; Choose a good heading style: questions, statements, verb phrases ; Use nouns and noun phrases sparingly ; Put your site visitors' words in headings ; Exploit the power of parallelism ; Use only a few levels of headings ; Distinguish headings from text ; Make each level of heading clear ; Help people jump to content within a web page ; Evaluate! Read the headings -- Interlude 3: The new life of press releases : The old life of press releases ; The new life of press releases ; How do people use press releases on the web? ; What should we do? ; Does it make a difference? -- Tuning up your sentences : Ten guidelines for tuning up your sentences : Talk to your site visitors: Use "you" ; Use "I" and "we" ; Write in the active voice (most of the time) ; Write short, simple sentences ; Cut unnecessary words ; Give extra information its own place ; Keep paragraphs short ; Start with the context ; Put the action in the verb ; Use your site visitors' words -- Using lists and tables : Six guidelines for useful lists : Use bulleted lists for items or options ; Match bullets to your site's personally ; Use numbered lists for instructions ; Keep most lists short ; Try to start list items in the same way ; Format lists well ; Lists and tables: what's the difference? ; Six guidelines for useful tables : Use tables for a set of "if, then" sentences ; Use tables to compare numbers ; Think tables = answers to questions ; Think carefully about the first column ; Keep tables simple ; Format tables well -- Interlude 4: Legal Information can be clear : Accurate, sufficient, clear: you can have all three ; Avoid archaic legal language ; Avoid technical jargon ; Use site visitor's words in headings -- Writing meaningful links : Seven guidelines for writing meaningful links : Don't make new program or product names links by themselves ; Think ahead: launch and land on the same name ; For actions, start with a verb ; Make the link meaningful ; Don't embed links (for most content) Make bullets with links active, too ; Make unvisited and visited links obvious -- Using illustrations effectively : Five purposes that illustrations can serve : Exact item: what customers want to see? ; Self-service: what helps people help themselves? ; Process: will pictures make words memorable ; Charts, graphs, maps: do they help site visitors get my message? ; Mood: which pictures support the conversation? ; Seven guidelines for using illustrations effectively : Don't make people wonder what or why ; Choose an appropriate size ; Show diversity ; Don't make content look like ads ; Don't annoy people with blinking, rolling, waving, or wandering text or pictures ; Use animation only where it helps ; Make illustrations accessible -- Getting from draft to final : Read, edit, revise, proofread your own work ; Share drafts with colleagues ; Walk your personas through their conversations ; Let editors help you ; Negotiate successful reviews (and edits) -- Interlude 5: creating an organic style guide : Use a style guide for consistency ; Use a style guide to remind people ; Don't reinvent ; Appoint and an owner ; Get management support ; Make it easy to create, to fine, and to use -- Test! test! test! : Why do usability testing ; What's needed for usability testing ; How do we do a usability test? ; What variation might we consider? ; Why not just do focus groups? ; A final point: test the content!!
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| 590 |
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|a Elsevier
|b ScienceDirect All Books.
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| 650 |
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0 |
|a Web site development.
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| 650 |
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|a Web sites
|x Design.
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| 650 |
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|a Online authorship.
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| 650 |
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7 |
|a COMPUTERS
|x Digital Media
|x General.
|2 bisacsh.
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| 650 |
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7 |
|a COMPUTERS
|x Interactive & Multimedia.
|2 bisacsh.
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| 650 |
|
7 |
|a COMPUTERS
|x Web
|x Site Design.
|2 bisacsh.
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| 650 |
|
7 |
|a COMPUTERS
|x Web
|x User Generated Content.
|2 bisacsh.
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| 650 |
|
7 |
|a Online authorship.
|2 fast.
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| 650 |
|
7 |
|a Web site development.
|2 fast.
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| 650 |
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7 |
|a Web sites
|x Design.
|2 fast.
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| 650 |
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7 |
|a Web Site.
|2 gnd.
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| 650 |
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7 |
|a Sprache.
|2 gnd.
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| 650 |
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7 |
|a Gestaltung.
|2 gnd.
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| 650 |
|
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|a Elektronisches Publizieren.
|2 gnd.
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| 655 |
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4 |
|a Electronic books.
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|3 Elsevier
|z Click here for access
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