After researching the travel industry, we compiled this report. Please take a look.
It shows what the travel industry thinks people want from travel websites, and reveals what it is travelers (your potential customers) actually want!
UK / US/ and Italian versions below:
UK – Social Traveller Report 2011
US – Social Traveler Report 2011
IT – Social Traveler Report 2011
Category : Articles
The web is full of experts, so use them!
As much as I’d like to think I’m an oracle on web writing, I’m not.
So, seek out the best advisory sites and bookmark them, look at publications you like and analyse their grammar.
Or for the shortcuts you are waiting for, just follow the links I’ll publish here.
Each site listed has helped me in my career, and I guarantee they will help you!
This Week: emphasis – business writing trainers
Homepage:http://www.writing-skills.com/
Background: this is a commercial organisation, so courses cost. That said, they are excellent. And should a formal course not be your thing, just look around the site for clear and concise writing tips.
Best Feature: Company blog – not always updated, but covers the really important stuff we all need to pay attention to.
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Grammar makes meaning: So make sure people understand what you mean.
If punctuation is the little pieces around words (periods, commas, hyphens etc.) then grammar is the words and what they mean.
So get your words right and visitors will get what it is you do; get them wrong and they will leave your site.
Here’s an example:
“Our trip uses boats and bikes. To get to the first camp we’ll paddle slowly/ peddle slowly.”
(Confuse paddle and peddle, and guests will not know which comes first, the boating or the cycling).
“Walkers will see the river and the trees with their waterproofs on.”
(Are the trees really wearing waterproofs?)
So, to help clear things up, here’s three tips to help improve web grammar.
NO1: Before you write, ask:
Who are my clients? (If you attract CEO’s to your trekking page then write using words they understand).
What am I trying to say? (Is it the walkers wearing waterproofs or the trees?)
NO2: As you write, keep it tight – the longer each sentence gets, the greater the chance you’ll lose meaning.
To do this use first use strong headings to grab attention, and use bullet points to signpost individual sections. In your sentences cut out wasted words, and keep it simple (more on this later).
No3: After you write, read everything.
Read back and edit your site before it goes live. Get other people to read what you’ve written. Did they understand the concept? Do they know what your specialty is?
If not, start again!
Next week it’s Writing for the Web II – Using words that work
Category : Articles
No one likes punctuation. And yes, it’s not always easy.
However, with a couple of pointers you will soon know the basics. We’re not interested in Pulitzer Prize writing for now, just the basics to get that copy sharp.
One look at website tells a client everything they need to know. So let’s show them we mean business.
The Full Stop (Period).
This underused punctuation mark is your best friend. Use it to end sentences. Use it to replace commas if your sentences are dragging on. It will keep your content punchy. Like this. However, take care: too many and you loose the flow and feel of a well-written piece.
But don’t use them after another punctuation mark.
That would look stupid!. Wouldn’t it?.
It doesn’t go after titles such as Dr or Mrs. If it did, the previous sentence would have ended ‘or Mrs..’
And don’t put it in headings. Look back to the heading of this section. Can you spot the rogue period?
The Comma
Really easy this one.
Use a comma to separate introductory elements
“Before February, I want to re-design my website.”
If in doubt, read it out! You’ll hear a natural pause.
“I want to re-design my website before February.” This needs no comma thanks to it being an active sentence.
” However, we can do you a deal! ”
Use a comma to separate items in a list
To be safe, put a comma after each related item.
“We sell surfboards, kayaks, canoes, and wetsuits.”
This avoids the problem we see below:
“Please prepare four meals: salad, spaghetti bolognese, lasagne and burgers and fries.”
Without the last comma that’s three things, and someone’s getting a portion of lasagne and burgers and fries!
Use a comma to contain information you could get rid of
“The conference, which was held yesterday, was a success.”
Get rid of everything within the commas and it still makes sense.
Next up, we switch to Grammar for the Web, and learn how to keep readers interested. See you then!
Look Back: Writing for the Web I
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Writing webstyle is easy!
Active – Remember to write the ‘who’ before the ‘what’.
Direct – Don’t waste words. Web users are reaching to click away so get to the point.
Simple - Write short sentences and use words everybody understands.
Active
Here’s a passive sentence: “Lots of money was given by the government to adventure sports companies to help them improve their web sites.”
Here’s an active sentence: “The government gave adventure sports companies lots of money to help them improve their web sites.”
Direct
Write for people. Use ‘you’, or at least get as close as you can. ‘People who kitesurf’ – becomes – ‘Kitesurfers’ and ‘Holidaymakers staying in our hotel’ – becomes – ‘Guests’. Easy!
Simple
Cut out wasted words, use words people understand and keep sentences short.
Here’s some bad web words.
“To try and make my website more effective in reaching out to customers,* I redesigned it because our research told us that good web design is critically important* to customers, more so than ever before*.”
Now give it a little A D S:
“Our research revealed customers really appreciated good web design, so I redesigned our website.”
Even more active:
“I redesigned our website after research told us customers like good web design.”
That’s 35 words to 13!
Next week: Punctuation for the web
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