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Section I: Write for an Online Audience

Chapter 1: Write for the Web

• Shape your text for online reading
• Get to the point
• Make text easy to scan
• Write for the world
• Help people navigate
• Example: Rewrite for Web readers

Chapter 2: Identify Your Audience

• Do your research
• Create an audience profile
• Check out the competition
• Exercise: Analyze an audience

Chapter 3: Define Your Voice

• Give your site a personality
• Consider the context
• Develop your site’s unique voice
• Translate voice into words
• Exercise: Chart your voice characteristics
• Example: Give copy a voice makeover

Chapter 4: Construct Clear, Compelling Copy

• Headings
• Sentences
• Paragraphs
• Lists
• Example: Hook readers with head-turning headlines

Section II: Speak to Your Entire Audience

Chapter 5: Be Inclusive, Write for the World

• Banish bias
• Write gender-neutral copy
• Write for an international audience
• Example: Welcome the world

Chapter 6: Make Your Site Accessible to Everyone

• Provide access for millions more visitors
• Learn how people with disabilities use the Web
• Gauge your site’s accessibility
• Checklist: Is your site accessible?

Section III: Write UI Text, Email, and Mobile-Friendly Content

Chapter 7: Write Clear User-Interface Text

• User-interface text basics
• Page titles
• Text links
• Buttons and other UI elements
• Alt text and image captions
• Feedback messages and error messages
• Help and FAQs
• User-instruction mechanics
• Example: Give visitors good directions

Chapter 8: Write Engaging Email and Newsletters

• Use email as an outreach tool
• Build better email messages
• Create specific customer communications
• Example: Stick to the essentials in your email

Chapter 9: Streamline Text for Mobile Devices

• Write for the small screen
• Consider how copy will look on mobile devices
• Make SMS text brief and audience-appropriate

Section IV: Manage the Mechanics

Chapter 10: Punctuate Proficiently

• Apostrophes
• Colons
• Commas
• Dashes
• Ellipsis points
• Exclamation points
• Hyphens
• Periods
• Question marks
• Quotation marks
• Semicolons
• Exercise: Punctuate to communicate

Chapter 11: Abbreviate, Capitalize, and Treat Titles Consistently

• Acronyms and other abbreviations
• Capitalization
• Company and product names
• Email addresses and fields
• File names, types, and extensions
• Place names
• Titles of people
• Titles of works
• Website names and addresses
• Exercise: Crop, cap, and quote correctly

Chapter 12: Apply a Consistent Style for Numbers

• The basics
• Ages
• Dates
• Time
• Fractions and decimals
• Units of measure
• Money and currency
• Numbers in a range
• Percentages
• Phone numbers
• Exercise: Navigate the numbers

Section V: Clean Up Your Copy

Chapter 13: Shorten and Strengthen Sentences

• Clear out deadwood
• Start strong, stay strong
• Replace superfluous phrases
• Cut the clichés
• Junk the jargon
• Exercise: Clear deadwood
• Example: Cut the clichés

Chapter 14: Avoid Common Pitfalls in Word Choice, Grammar, and Spelling

• Commonly confused words
• Frequently misspelled words
• Common grammatical mistakes
• Old “rules” that no longer apply
• Exercise: Dig into the details

Chapter 15: Proofread and Test Before You Publish

• Ensure a good user experience
• Inspect your copy at least twice
• Know what to check on webpages and in emails
• Pick up some proofreading tricks
• Exercise: Perfect your text before you publish

Section VI: Resources

Chapter 16: Get Familiar With Basic Webpage Coding

• HTML and XHTML
• Boldface and italics
• Special characters
• Exercise: Crack the code

Chapter 17: Optimize Your Site for Search Engines

• SEO basics
• Copywriting for SEO
• Images and video
• Example: Seed copy with keywords for SEO

Chapter 18: Understand the Basics of U.S Law for Online Content

• Online content creators and the law
• Defamation
• Copyright
• Trademarks
• Publicity rights
• Trade secrets
• Checklist: Are you at risk?

Chapter 19: Keep a Word List

• Why compile a word list
• What to put in your list
• How to maintain your list
• The Yahoo! word list

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