Download Web Writing

Case IH Web Redesign
Content Development
Project Overview
• Redesign CaseIH.com
– Launch 12-01-08
• Your tasks
– Write all web copy (plus some “code” elements)
– Identify & provide images
– Find & suggest opportunities for visual enhancement
• Our timeline
– Content delivery: early October
– Upload content: start mid October
• Koetz endorsement(?)
– Product Managers as Subject Matter Experts ONLY!
• Probe for images, animations, unique(?) visuals not widely available
• Not editors for style, format
Team
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Writers: Dave, Laurie, Bob, Julie
SME: CIH Product Managers
Proofreader: Kaye
Artist: Mary
Editor(s): Travis, Ellen, Tim
Traffic/Proj Coordination: Char
Technical issues: Ralph
CMS entry: TBD
Content Development Process
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Writer assigned
Writer backgrounding, research, image selection
Write 1st draft & send to Editor (Product_Draft_C.doc)
Editor review & comment (Product_Draft_D.doc)
Edit based on Editor feedback (Product_Draft_E.doc)
1st draft send to PM
Returned from PM
Edit based on PM feedback (Product_Draft_H.doc)
2nd Draft sent to PM
Returned from PM
Final edits (Product_Draft_K.doc)
Final editor review (Product_Draft_L.doc)
Proofreading (Product_Draft_M.doc)
Artist process images
Location:
Enter into CMS
S:\Case IH 2008\8719 CaseIH.com\8719-006-08 Tractors
PM review & approval (email issues)
Changes, if needed
File Naming Convention
Launch live
Product_Draft[X].doc
Process – cont’d
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Email alert to:
[email protected]
– Subject line: document name
– Body: [document name] in [job #] is
ready
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Google tracking
Content Inventory Map
• Separate PowerPoint
– High-level product organization
– 61 “items”
Basic Template
• MS Word doc
• 1 doc = 1 product page
• Save using product name + Draft[x].doc
– No special characters
– No spaces
• Use_underlines
• camelBackStyle
Web Friendly Writing Triangle
Site
Visitors
Search
Engines
Good
Code
Why WFW?
• Site visitors (Users)
– Read differently on web - Scan
– Want information, not hype
– When users Search, ensure SERP has good/valuable info
• Page title
• Description
• Search engines
– To optimize specific keyword phrases
• To achieve rankings
• To drive traffic
– Good indexing of all site pages
• Code
– Certain elements affect search engines and/or users
– Creates a consistent style
– Help code developers ensure consistency and avoid copywriting
Writing for users
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Make copy scannable
The No. 1 job of a writer of Web copy “is to reduce
the amount of information to what is Most
Essential,” one Web page designer says. “Try
to identify key phrases, and showcase them.”
Use a voice that is more personal, more direct,
more conversational than most things in print,
another says.
Use just HALF the word count (or less) than
conventional writing, advises a third source.
Highlight key words. Write meaningful
subheads – stay away from trying to be
cutesy. Use bulleted lists. Limit each
paragraph to ONE IDEA. Use the inverted
pyramid style, starting with the
conclusion/most important point, and working
your way down
Each module should make sense even if the Web
visitor sees no other parts of that document.
Make each page independent
To make key words stand out, highlight liberally. A
rule of thumb: In creating Web material,
highlight THREE times as many words as you
would when writing for print. think both
verbally and visually. We’re always seeking
ways to invite people into our copy. Graphs
and charts are one way.
Scannable text
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Reduce information
– Most essential
– Identify key phrases & showcase them
Word count: half of print writing
Voice: personal, direct, conversational
Highlight key words.
Meaningful subheads: don’t be cutesy.
Use bulleted lists
Paragraphs: Limit to one idea. Use inverted
pyramid style, start with conclusion
Independent pages. Should make sense
even if the Web visitor sees no other parts of
the site.
Highlight liberally. Rule of thumb: THREE
times as many words as writing for print.
Think verbally and visually
Microcontent
• Main idea
– Headline
• The big idea - clearly state
what’s on the page
• Convey info quickly –
8 words or less
– Deck, summary
• 1 (maybe 2 very!) short
sentences
• Tell, don’t tease
• Don’t repeat words
• Major points
– Subheads
• Break up copy
• Facilitate scanning
• Minor points
– Bold-faced lead-ins
– Links
• Series - Bullets & Lists
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Tertiary points
3 or more items
Lead with the topic word
Bold-faced lead-ins
Skip leading articles
Move organization’s name
to the end
Effective Links
• Keep links short: one to five
words
• Link the key words, not the
whole sentence
– Write about the topic, not the
mechanics.
– Focus on what reader will find
or accomplish
• Make them robust. Make sure
they say something.
– Use active verbs: download,
read, see, view, get …
• Limit links
– Content pages: 3-4 per page
• Think scannability
1. Read more about the Maxxum
tractor and get the brochure.
2. Download Maxxum brochure
3. To download Maxxum
brochure, click here.
Microcontent
• Limits
– < 6 sections/page
– < 4 emphasized items/section
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Headlines
Decks
Subheads
Bold-faced lead-ins
Bullets
Highlighted text
Links, buttons
• Format for attention
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Bold headline
No underline
Same size type
One line
Turn Assist option: Turn the steering
wheel just 10 degrees for full right or left
turns.
NOT
Turn Assist option
Normally, turning the front wheels from
one side to the other requires four turns.
To engage Turn Assist, simply push the
inside ring, and full left or right turns can
be made by turning the steering wheel just
10 degrees left or right, reducing operator
effort.
Writing for search engines
• Optimized Keyword Phrase pages
– Design
– Sample
– Template
• Proper indexing
Writing for search engines
Proper Indexing
• Always lead w/ keyword topic (3 word phrase)
• Title tag (topic – company)
• Meta tags
– Keyword (topic, highly relevant related topics)
– Description (80 word paragraph MAXIMUM)
• Alt tag on images (topic, description of pict w/
topic)
• H1 (headline)
• Copy relevant to topic
Case IH Product Name
Style Guidelines
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Use product names consistently
Upper/Lowercase
– Do not use all uppercase letters. Example: “Quadtrac®” is correct, not
“QUADTRAC.”
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Product Name Order: [Name] Series tractors or [XX] Series round balers
– Use full name first mention, but may be shortened on subsequent mentions.
Example: Steiger® Series tractors can be shortened to Steiger.
– Note:“Steiger” and “Series” have initial uppercase letter; “tractor” should be all
lowercase.
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Model Name: [Name] then [model number] – e.g. Magnum™ 305.
– Heritage names coming from the DMI line are written in all lowercase. Example:
ecolo-tiger® 527B.
– Maxxum® X Line: No hyphen between the “X” and the “L” in “Line.”
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Trademarks
– Use “™” or “®” as appropriate on first use of the brand name. Subsequent uses
do not require trademark symbols.
– An exception may be made with large/headline type where the symbol would
compromise design. In that case, use the trademark symbol on the next most
prominent appearance of brand.
Case IH style (voice)
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Straightforward, conversational, approachable
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Features AND Benefits
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Less marketing “hype”
Common, understandable, simple language (e.g. “Before” NOT “prior to”)
Consistent with WFW
Emphasize ROI
Productivity message
Emphasize systems approach
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Case IH products work together, e.g.
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Link between related products
Focus on functional systems, e.g.
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Drills & Air Carts
Planters with tractors
Titan Floaters with 610/810
cut, feed, thresh, separate, clean, cab, service & maintenance, power system/drive
Use product managers as SME, not editors
Reference heritage where it is a strength
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e.g. 30-years of Axial-Flow leadership
e.g. Farmall reliability and leadership
Image selections
• Start with current brochure for easy reference
• Download images from “AssetNet” – www.cnhassetnet.com
user: cnhuser
pass: assetnet
– Search by brochure name – CIHXXXX, back of every brochure
– Thumbnail -- right click on small image and add thumb to name
– High resolution – click high-res link and right click large image and save
to folder
– Include image name and source (e.g. CIHXXXX brochure) in file for
approval
• Not on current photography, ask Sherry, Travis for current proof
sheets (also on Asset Net)
• Other sources – PI Bulletin, Current Web site, Marketing Manager
personal photography
Document List
• This PPT
• Content Inventory Map
• Current CIH web site
– PDF
– Text extracted
• Case IH Style Guide
• Revised Design
• Writing templates (normal & SEO pages)