WRI327H5 Lecture Notes - Lecture 4: The Onion, Hypertext
24 May 2016
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Document Summary
The blog is a narrative form optimized for web. Ongoing conversations, open-ended and engage readers in ever-unfolding dialogue. Site wo. underlying narrative is not a blog. More authentic, more trust readers have than non-narrative sites bc of individuality. 4 principles of good blogging: scannable: visual cues, credible: authority. Credibility can be increased: by high quality graphics, good writing/well-edited, use of outbound hyperlinks. Web users are busy, and want straight facts etc. Measuring effect of improved web writing: 5 versions of same website: promotional writing, concise text: of text, scannable layout: lists, objective language: no marketing lang, combined version: Scannable text: highlighted, typeface, meaningful sub-heading, bulleted lists, 1 idea per paragraph. Page fold: 80% above, 20% below if their attention is grasped. Back button is 3rd most used feature, clicking hypertext most used, clicking buttons is 2nd most used. Blogs need to be economic, valuable, but not always short.
