- Cover image
- Title page
- Table of Contents
- Praise for Letting Go of the Words
- Copyright
- Dedication
- Foreword
- Acknowledgments
- Introducing Letting Go of the Words
- 1. Content! Content! Content!
- 2. Planning
- Interlude 1. Content Strategy
- 3. Designing for Easy Use
- 4. Starting Well
- 5. Getting There
- 6. Breaking up and Organizing Content
- 7. Focusing on Conversations and Key Messages
- Seven guidelines for focusing on conversations and key messages
- 1 Give people only what they need
- 2 Cut! Cut! Cut! And cut Again!
- 3 Think “bite, snack, meal”
- 4 Start with your key message
- 5 Layer information
- 6 Break down walls of words
- 7 Plan to share and engage through social media
- Summarizing Chapter 7
- Interlude 2. Finding Marketing Moments
- 8. Announcing Your Topic with a Clear Headline
- Seven guidelines for headlines that work well
- 1 Use your site visitors’ words
- 2 Be clear instead of cute
- 3 Think about your global audience
- 4 Try for a medium length (about eight words)
- 5 Use a statement, question, or call to action
- 6 Combine labels (nouns) with more information
- 7 Add a short description if people need it
- Summarizing Chapter 8
- 9. Including Useful Headings
- Good headings help readers in many ways
- Thinking about headings also helps authors
- Eleven guidelines for writing useful headings
- 1 Don’t slap headings into old content
- 2 Start by outlining
- 3 Choose a good heading style: Questions, statements, verb phrases
- 4 Use nouns and noun phrases sparingly
- 5 Put your site visitors’ wordsin the headings
- 6 Exploit the power of parallelism
- 7 Use only a few levels of headings
- 8 Distinguish headings from text
- 9 Make each level of heading clear
- 10 Help people jump to content within a web page
- 11 Evaluate! Read the headings
- Summarizing Chapter 9
- Interlude 3. The New Life of Press Releases
- 10. Tuning up Your Sentences
- Ten Guidelines for Tuning up Your Sentences
- 1 Talk to your site visitors – Use “you”
- 2 Use “I” and “we”
- 3 Write in the active voice (most of the time)
- 4 Write short, simple sentences
- 5 Cut unnecessary words
- 6 Give extra information its own place
- 7 Keep paragraphs short
- 8 Start with the context
- 9 Put the action in the verb
- 10 Use your site visitors’ words
- Summarizing Chapter 10
- 11. Using Lists and Tables
- Six guidelines for useful lists
- 1 Use bulleted lists for items or options
- 2 Match bullets to your site’s personality
- 3 Use numbered lists for instructions
- 4 Keep most lists short
- 5 Try to start list items the same way
- 6 Format lists well
- Lists and tables: What’s the difference?
- Six guidelines for useful tables
- 1 Use tables for a set of “if, then” sentences
- 2 Use tables to compare numbers
- 3 Think tables = answers to questions
- 4 Think carefully about the first column
- 5 Keep tables simple
- 6 Format tables well
- Summarizing Chapter 11
- Interlude 4. Legal Information Can Be Clear
- 12. Writing Meaningful Links
- Seven guidelines for writing meaningful links
- 1 Don’t make new program or product names links by themselves
- 2 Think ahead: Launch and land on the same name
- 3 For actions, start with a verb
- 4 Make the link meaningful – Not Click here or just More
- 5 Don’t embed links (for most content)
- 6 Make bullets with links active, too
- 7 Make unvisited and visited links obvious
- Summarizing Chapter 12
- 13. Using Illustrations Effectively
- Five purposes that illustrations can serve
- Seven guidelines for using illustrations effectively
- 1 Don’t make people wonder what or why
- 2 Choose an appropriate size
- 3 Show diversity
- 4 Don’t make content look like ads
- 5 Don’t annoy people with blinking, rolling, waving, or wandering text or pictures
- 6 Use animation only where it helps
- 7 Make illustrations accessible
- Summarizing Chapter 13
- 14. Getting from Draft to Final
- Interlude 5. Creating an Organic Style Guide
- 15. Test! Test! Test!
- For More Information – A Bibliography
- Subject Index
- Index of Web Sites Shown as Examples
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For Edward F. Redish, who has always been called “Joe,” with love and deep appreciation
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