当为网络写作时, 首先确定你的主要受众是很重要的, 以及他们在寻找什么. 为网络编写和格式化文本是一个过程, and cannot be duplicated from what might already be written for print documents.

Users scan webpages and only read about 20 percent of what’s on the page, 所以想想你要写什么是很重要的, 你怎么写?, 以及它是如何呈现的. The following tips will help ensure that your readers get the information they are looking for on your website.

格式

  • 倒金字塔风格
    • Begin a page with the shortest and clearest statement you can make about your topic. On average, users only read the first two words on each line.
    • 保持句子结构简单主动.
  • 块的内容
    • 写简短的段落.
    • Separate paragraphs by topics, with informative headings and subheads.
    • Use bulleted or numbered lists to make the information easier to scan. Place the action first and be brief (Ex: Apply for aid)
  • 最基本的
    • Only include necessary information the user needs to complete their task.
    • 消除术语.
    • 删去多余的单词
    • Avoid using organizational language that means nothing to a user.

Style

  • Write directly to the main audience — in second person (you). 要直接而有风度.
  • Adopt a casual tone; don’t be overly formal unless context dictates (legal info, policies, etc.). 使用连词是可以的.
  • 使用主动语态.  例如:机构裁员vs. 裁员宣布
  • 注意“父母式”语言的使用. 如:你必须.)
  • Don’t overemphasize: avoid using all caps and underlines. 谨慎使用粗体和斜体. Underlines will confuse the reader and appear to be hyperlinks. Bold and italicized texts are more difficult to read on the web.
  • 十大菠菜信誉网的 编辑风格指南. As a general rule, the university follows the Associated Press Stylebook and Libel Manual. This guide highlights some of the most frequently troublesome issues and clarifies style questions unique to the university.

新内容

It is important to keep your content up-to-date in order to maintain the trust of the reader, and to ensure the content accurately reflects your unit.

  • Review and update content on your webpages as necessary.
  • 尽量避免时间敏感的信息. 如果有活动，截止日期等. 网络对话 & 数字战略 on how best integrate the information without it being outdated.

链接

链接 connect all of our content together and search engines use this text to help determine the subject matter of the linked in doc or page, 所以如何呈现链接是非常重要的. 链接 can be embedded in a paragraph, in a list, or as a button.

  • Use descriptive keywords in the link text that reflect the same topic or keywords the linked in page is trying to target.
  • 连结至相关资料. 如果你提到一个特定的程序，链接到它. If you include an email address, make it an email link. If you mention a faculty member, link to their bio page. Don't make people go and search for something that you mention if it already has a page somewhere.
  • 使你的链接与上下文相关. 避免“点击这里”." Use part of the actual referencing sentence as the link. 用户更喜欢长度为4-8个单词的链接.
  • 例子:
    • Do not use: For commencement information for graduating students click here.
    • Do use: Get commencement information for graduating students.

视觉内容

  • 选择照片时, pick images that communicate the energy and vitality of UNLV and your department. Try to communicate diversity, including ethnicity, gender, age, fields of study, etc.，在你的照片选择中.
  • Be sure to have permission to post a photo before submitting it for placement on your site. If you are not sure about the copyright issues for a specific image, do not use it.
  • UNLV Web and 数字战略 uses professional photography. Whenever possible, utilize Photo Services to ensure the highest quality images. Photo Services can color-correct, retouch, and size images for web use that meets our specifications.

可访问性

We are committed to making UNLV’s website accessible to the widest possible audience, 包括残疾人士. We require all content to meet accessibility requirements. 下面是一些关于如何写出通俗易懂的内容的建议:

  • Write in short, clear sentences and paragraphs, avoiding complex words and phrases.
  • 第一次使用时扩展首字母缩略词.
  • Write link text so that it describes the content of the link target. Avoid using ambiguous link text, such as ‘click here’ or ‘read more.’
  • Structuring content helps people group information and work out what's important and what they need to read first.
  • 用标题介绍每个内容部分.
  • Use heading levels logically to match the structure of the content.
  • 写标题要简短明了.
  • Put meaningful words or essential information at the start of the heading.
  • Make sure headings accurately describe the following content.
  • 当项目的顺序很重要时，使用编号列表.
  • 在没有明确顺序的地方使用项目符号列表.
  • 写替代文字来描述任何图像.

搜索引擎优化(SEO)

SEO writing is the process of writing content to rank on the first page of search engines like Google. 这涉及到使用关键字, 编写符合用户意图的高质量内容, 并优化您的标题，以方便页面抓取.

  • 将页面标题限制在10到60个字符之间.
  • Keywords are the main topics that define your site content. They are the words and phrases people use when searching on Google and other search engines in order to find what they’re looking for. Choose specific keywords and phrases that are most relevant to your site.
  • While there is no magic number for the number of times a keyword or phrase should appear on a page, ideally the keyword or phrase will appear more than three times but less than 10 times.
  • Provide relevant, original content that answers searchers’ questions and addresses their concerns.
  • Use bullet points – they’re easily digestible, especially on mobile devices.
  • 不要在多个页面上重复内容. Google’s standards for web content include those that have any significant matches, 即使他们是在不知情的情况下做出的. Commonly used phrases and other unexpected matches could come up in a plagiarism check.
  • 不要在网页标题或网址中使用缩写词. 拼单词.
  • 使用常绿内容. 避免时间敏感或有日期的信息.