F

Facts, checking, 331-332

False bottoms, 140-141

FDA. See Food and Drug Administration (FDA)

Feedback getting online, 336 paying attention to, 337 Final web pages, getting from draft to, 329-348 Flash, 300-304 Fluid layout, 149-150 Font, sans serif, 144-146 Fonts and types families, 144 Food and Drug Administration (FDA), 119 Forms filling and not filling out, 44 and home pages, 41 how people access, 108

Forms (continued)

directing users to internal pages, 44-45

information on fields on online, 279

establishing brand, 31

positioning on home pages, 41-43

as explanation of site's purpose, 36-37

what they found, 109

and forms, 41

Fragments, 185

and getting to key tasks, 41-44

Full articles, layering from brief descriptions to, 114

identifying site, 31

Full screens and high resolution, 42

place forms high on, 41-43

G

of portal, 46-50

setting tone and personality of site, 31-35

Gender-neutral writing, 176-177

and short descriptions, 37-40

Global audiences, 289-290

Good reviews, setting up, 340-341

I

Grab and go writing, 5-6

I (personal pronoun)

Graphics, decorative, 305

in articles, 178

Graphs, 284-287

for blogging, 177

Grouping of content. See Division of content

for site visitors, 180-181

Groups. See Audiences; User groups

"If, then" sentences, using tables for series of,

H

227-228

Illustrations

Handbooks, using, 333-334

animation and, 299-300

Haviland, Susan, 194

appearance of (vs. ads), 296

He, using you rather than, 175

charts, graphs, and maps, 284-287

Headings

choosing appropriate size for, 276, 291-292

action phrases as, 249-250

clear use of, 290-291

distinguishing from text, 257-258

diversity in, 294-296

evaluating, 260-261

emotional response and, 287-290

floating, problems with, 141-142

of exact items, 274-280

formatting of, 257-258

Flash and, 300-304

levels of, 256-257

making accessible, 304-305

as links, 310-311

movement and, 296-299

nouns and noun phrases as, 250-254

purposes of, 273-274, 280-284

outlining content with, 239

splash and, 300-304

parallelism in, 255-256

using to support content, 292-293

qualities of good, 235-236

Imperatives, using in instructions, 175

questions and, 240-247

Information

revising articles and, 238

clear writing techniques applied to legal,

as same-pages links, 258-260

268-269

spacing around, 141-142

divide web content by type of, 77-78

as starting point, 236-237

embedding links and staying with, 323-325

statements as, 247-248

focusing on, 231-233

using site visitors' words in, 255, 264-265

gathering about audiences, 13-14

High resolution and full screens. See Monitors,

getting from reviewers, 341-342

display

give it its own place, 188-190

Home pages, 29-51

goals, 25

building site up from content, 51

legible, 263

content of, 37-40

market by giving useful, 110-113

printing legal, 264 providing to web users, 122-124 using to create personas, 19-24 writing, 69-92 Instructions complex, 222

using action phrase headings for, 249-250 using imperatives in, 175 using numbered lists for, 216-218 Interpreting and reading, 11 Inverted pyramid style, 102-106 Italics, 151-152

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