At last, a comprehensive book on writing for the Web and intranet. Beaming with both authority and enthusiasm, Web-wordsmith Rachel McAlpine illuminates the twilight zone between Web design and traditional business writing. This fun and practical guide is crammed with expert advice on how to make online content readable, usable, findable, accessible, and credible. Everything's here, from keywords to titles, from ezines to alt-text, from global English to optimizing websites for search engines.Screenshots and checklists throughout make it easy for Web designers, wordsmiths, and businesspeople to produce quality Web content. Unlike any other book on the topic, WEB WORD WIZARDRY is an everyday office tool, a reference work, and heck, a darn good read.
"synopsis" may belong to another edition of this title.
"Good Web writing needs to be like soda pop or champagne," says Rachel McAlpine in Web Word Wizardry: "crystal clear and fizzy." But engaging prose isn't enough. Web writing needs to be straightforward ("the enigmatic, provocative, cryptic, poetic, ironic, or witty heading is wasted on the Web," she confides) but not bland. To instill trust in the reader, it must be both personal and professional. McAlpine, a trainer and consultant in online content, addresses everything here from alt-text and source code to doorway pages and link popularity. She discusses the differences between writing for the Web and writing for intranets (private Internet systems used by large organizations). She warns against long domain names, italics, and flags as language indicators. And she devotes a considerable amount of space to the fine art of customizing pages of your Web site for specific search engines. After all, who cares how brilliant your site is, if no one can find it? --Jane SteinbergAbout the Author:
RACHEL McALPINE is a writer, editor, and trainer, specializing in Web copywriting. Her twenty-five other books include novels, textbooks, plays, poetry, and books about writing and writers. She lives in Wellington, New Zealand.
"About this title" may belong to another edition of this title.
Book Description Ten Speed Press, 2001. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P111580082238
Book Description Ten Speed Press, 2000. Paperback. Book Condition: New. Bookseller Inventory # DADAX1580082238