»
Letting Go of the Words
 
 

Letting Go of the Words, 2nd Edition

Writing Web Content that Works

 
Letting Go of the Words, 2nd Edition,Janice (Ginny) Redish,ISBN9780123859303
 
 
 

  

Morgan Kaufmann

9780123859303

9780123859310

368

235 X 191

The good news is you can write well; the great news is Ginny Redish can show you how to translate that to the web!

Print Book + eBook

USD 59.94
USD 99.90

Buy both together and save 40%

Print Book

Paperback

In Stock

Estimated Delivery Time
USD 49.95

eBook
eBook Overview

ePUB format

VST format

USD 34.97
USD 49.95
Add to Cart
 
 

Key Features

  • New material on content strategy, search engine optimization, and social media
  • Lots of new and updated examples
  • More emphasis on new hardware like tablets, iPads, and iPhones

Description

Web site design and development continues to become more sophisticated. An important part of this maturity originates with well-laid-out and well-written content. Ginny Redish is a world-renowned expert on information design and how to produce clear writing in plain language for the web. All of the invaluable information that she shared in the first edition is included with numerous new examples. New information on content strategy for web sites, search engine optimization (SEO), and social media make this once again the only book you need to own to optimize your writing for the web.

Readership

For anyone who writes for the web or does usability testing on web sites, including web designers, information designers, information architects, content managers, technical writers, usability engineers, web application and forms designers.

Janice (Ginny) Redish

Janice (Ginny) Redish has been helping clients and colleagues communicate clearly for more than 20 years. For the past ten years, her focus has been helping people create usable and useful web sites. A linguist by training, Ginny is passionate about understanding how people think, how people read, how people use web sites - and helping clients write web content that meets web users' needs in the ways in which they work. Ginny loves to teach and mentor - and to practice what she preaches. She turns research into practical guidelines that her clients and students can apply immediately to their web sites. Ginny's earlier books received rave reviews for being easy to read and easy to use, as well as comprehensive and full of great advice. She is co-author of two classic books on usability: * A Practical Guide to Usability Testing (with Joseph Dumas) * User and Task Analysis for Interface Design (with JoAnn Hackos) She is also the author of the section on writing on www.usability.gov. Ginny's work and leadership in the usability and plain language communities have earned her numerous awards, including the Rigo Award from the ACM Special Interest Group on the Design of Communication and the Alfred N. Goldsmith Award from the IEEE Professional Communication Society. Ginny is a Fellow of the Society for Technical Communication and a past member of the Board of Directors of both the Society for Technical Communication and the Usability Professionals' Association.

Affiliations and Expertise

President of Redish and Associates, Inc., Bethesda, MD, USA, acclaimed author, instructor, and consultant

Letting Go of the Words, 2nd Edition

Chapter 1 Content! Content! Content!

People come for the content

Content = conversation

Web = phone, not file cabinet

Online, people skim and scan

People do read online - sometimes

People don't read more because...

Writing well = having successful conversations

Three case studies

Case Study 1-1 Conversing well with words

Case Study 1-2 Conversing well with few words

Case Study 1-3 Revising web words

Summarizing Chapter 1

Chapter 2 Planning: Purposes, Personas, Conversations

Why? Know what you want the site to achieve

Who? What's the conversation?

Breathing life into your data with personas

Breathing life into your data with scenarios

Summarizing Chapter 2

Interlude 1: Content Strategy

Why is content strategy so important?

What is content strategy?

What does content strategy cover?

Who does content strategy?

Seven steps to carry out a content strategy

Chapter 3 Designing for Easy Use

Who should read this chapter - and why?

Integrate content and design from the beginning

Build in flexibility for universal usability

Color

Space

Typography

Putting it all together: A case study

Case Study 3-1 Revising a poorly designed web page

Summarizing Chapter 3

Chapter 4 Starting Well: Home Pages

Home pages - content-rich with few words

1. Be findable through search engines

2. Identify the site

3. Set the site's tone and personality

4. Help people get a sense of what the site is all about

5. Continue the conversation quickly

6. Send each person on the right way

Summarizing Chapter 4

Chapter 5 Getting There: Pathway Pages

1. Site visitors hunt first

2. People don't want to read while hunting

3. A pathway page is like a table of contents

4. Sometimes, short descriptions help

5. Three clicks is a myth

6. Many people choose the first option

Summarizing Chapter 5

Chapter 6 Breaking up and Organizing Content

1. Think "information," not "document"

2. Divide your content thoughtfully

3. Consider how much to put on one web page

4. Use PDFs sparingly and only for good reasons

Summarizing Chapter 6

Chapter 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

Marketing on the web is different: Pull not push

Join the site visitor’s conversation

Find the right marketing moments

Don't miss good marketing moments

Never stop the conversation

Chapter 8 Announcing Your Topic With a Clear Headline

Seven guidelines for headlines that work well

Summarizing Chapter 8

Chapter 9 Including Useful Headings

Good headings help readers in many ways

Thinking about headings also helps authors

Eleven guidelines for writing useful headings

Summarizing Chapter 9

Interlude 3 The New Life of Press Releases

The old life of press releases

The new life of press releases

How do people use press releases on the web?

What should we do?

Does it make a difference?

Chapter 10 Tuning up Your Sentences

Ten guidelines for tuning up your sentences

Summarizing Chapter 10

Chapter 11 Using Lists and Tables

Six guidelines for useful lists

Lists and tables: What's the difference?

Six guidelines for useful tables

Summarizing Chapter 11

Interlude 4 Legal Information Can Be Clear

Accurate, sufficient, clear - You can have all three

Avoid archaic legal language

Avoid technical jargon

Use site visitors’ words in headings

Follow the rest of this book, too

Case Study 4-1 Putting it all together

Chapter 12 Writing Meaningful Links

Seven guidelines for writing meaningful links

Summarizing Chapter 12

Chapter 13 Using Illustrations Effectively

Five purposes that illustrations can serve

Seven guidelines for using illustrations effectively

Summarizing Chapter 13

Chapter 14 Getting from Draft to Final

Read, edit, revise, proofread your own work

Share drafts with colleagues

Walk your personas through their conversations

Let editors help you

Negotiate successful reviews (and edits)

Summarizing Chapter 14

Interlude 5 Creating an Organic Style Guide

Use a style guide for consistency

Use a style guide to remind people

Don’t reinvent

Appoint an owner

Get management support

Make it easy to create, to find, and to use

Chapter 15 Test! Test! Test!

Why do usability testing?

What’s needed for usability testing

What’s not needed for usability testing

How do we do a usability test?

What variations might we consider?

Why not just do focus groups?

A final point: Test the content!!

Quotes and reviews

"The book is brimming with advanced knowledge for perfecting written communication in our mobile digital age… If you write anything at all (you send emails, don’t you?), you need to grab a copy of Letting Go of the Words and keep it close at hand…This book has joined my writer’s bookshelf as a valued aid I refer to every day."--TechWhirl.com, January 21, 2014
"This is a must-have book for anyone associated with preparing web copy… It is not a web developer’s technical manual, but rather assists users in preparing an effective message for website visitors… I recommend this truly complete and informative book."--ComputingReviews.com, May 23, 2013
"This comprehensive volume on the language of web design provides practical advice for developers on the effective use of text and language in the creation of highly usable websites."--Reference and Research Book News, February 2013

Praise from the first edition:

"Redish has done her homework and created a thorough overview of the issues in writing for the Web. Ironically, I must recommend that you read her every word so that you can find out why your customers won't read very many words on your website -- and what to do about it."--Jakob Nielsen, Principal, Nielsen Norman Group
“There are at least twelve billion web pages out there. Twelve billion voices talking, but saying mostly nothing. If just 1% of those pages followed Ginny’s practical, clear advice, the world would be a better place. Fortunately, you can follow her advice for 100% of your own site’s pages, so pick up a copy of Letting Go of the Words and start communicating effectively today.”--Lou Rosenfeld, co-author, Information Architecture for the World Wide Web
"If you’re looking for a concise, comprehensive, and visual guide containing hundreds of practical online writing tips for personal branding success will give you everything needed to take your writing to the next level in Ginny Redish’s Letting Go of the Words…This could be the most important Holiday Gift book you give-or receive-this year."--Personal Branding Blog, November 2012
"If you only read one book about online writing and design, get Ginny Redish’s Letting Go of the Words: Writing Web Content that Works. It’s a book that can do more good for more websites than any other book I can recommend at this time…You read, then you look. You read a little more, and you look again. Suddenly, it all makes sense!"--Published and Profitable, December 2012

 
 
Back To School Sale | Use Promo Code BTS14
Shop with Confidence

Free Shipping around the world
▪ Broad range of products
▪ 30 days return policy
FAQ