Well, when an editor and content management system love each other very much… No, really, who writes all those little words that play such an important role on a website? The image on the left is a low resolution picture of a spreadsheet containing the microcopy from a small ecommerce website. There are 260 lines, [...]
At Fluent we’re making more and more mobile sites. Writing for mobile – whether apps, mobile only sites or websites optimised for the small screen – is a challenge. Space is limited. The user interface is different. Most of the time, users don’t want to read. This is how we’ve been facing the challenge so [...]
‘What is the use of a book,’ thought Alice, ‘without pictures and conversation?’
Show don’t tell is a core design principle here at Endis Solutions. But what does it actually mean?
Given the choice between telling someone something and showing it to them, you should almost always show it. Here’s how, and why:
Admit it. Every now and then you want to read ‘how-to’s in a dirty long list. And every now and then I want to write them.
So here you go. 40 tips for writing well, on the web especially. Happy Christmas.
Editing a sales brochure recently I came across this line and many more like it:
‘If required [Company name] can therefore provide an introduction to a solicitor.’
This is what George Orwell hated. It is an unnecessarily inflated way to say something simple. Look at all the bits that the writer did not need:
I couldn’t help laughing at a gag on the radio yesterday. It was a Classic FM style spoof ad: ‘Relax,’ said the deep male voice, ‘to the soothing sound of … Vuvuzela Moods.’
If you have no idea what a vuvuzela is, I’m hazarding a guess that you don’t follow football. Switch on any broadcast of the 2010 World Cup and the first thing you hear is the blaring, persistent, invasive drone of what sounds like thousands of cheap plastic horns being raspberried into deafeningly by thousands of untrained lips all at the same time.
Which is what it is.
You’re running a small business so you want a web site but you can’t afford to waste money. You’re wary of snake oil salesmen who might try to exploit your inexperience with technology. You can only justify expenditure for services that obviously benefit your business.
So when someone offers you “content strategy” as part of a web site, you’re going to be suspicious, right?
Perhaps he tells you that if you don’t get help with your content right at the beginning, you’ll pay for it later. Perhaps he tells you a story about camels to back up his point.
You should be. You should ask, quite bluntly, what problems does this content strategy solve for me? Seriously – what will actually go wrong if you don’t have it?