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Hot Text: Web Writing that Works
     

Hot Text: Web Writing that Works

by Lisa Price, Jonathan Price
 

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Attention, Web writers! This book will show you how to craft prose that grabs your guests' attention, changes their attitudes, and convinces them to act. You'll learn how to make your style fast, tight, and scannable. You'll cook up links that people love to click, menus that mean something, and pages of text that search engines rank high. You'll learn how to write

Overview

Attention, Web writers! This book will show you how to craft prose that grabs your guests' attention, changes their attitudes, and convinces them to act. You'll learn how to make your style fast, tight, and scannable. You'll cook up links that people love to click, menus that mean something, and pages of text that search engines rank high. You'll learn how to write great Web help, FAQs, responses to customers, marketing copy, press releases, news articles, e-mail newsletters, Webzine raves, or your own Web resume. Case studies show real-life examples you can follow. No matter what you write on the Web, you'll see how to personalize, build communities, and burst out of the conventional with your own honest style.

Editorial Reviews

bn.com
The Barnes & Noble Review
If you write for the Web, two books cover pretty much all you need to know. The first is Strunk and White's classic The Elements of Style, the one book you should own whether you write novels or cereal boxes. The second is Hot Text: Web Writing That Works, by Jonathan and Lisa Price.

With web writing, much of White's advice is truer than ever. "Omit needless words" comes to mind. Well, the Prices show you exactly what to cut. How to change endless narratives into quick step-by-steps. How to write more active web copy. How to detect pomposity and corporate-speak. (Hint: It helps if you know specifically whom you're writing for. That might mean actually talking to them -- what a concept!)

Titles and headlines carry a big load on web pages: The Prices show how to write great ones. Ditto for menus. They also offer solid advice on linking (No. 1 recommendation: Make clear what the user will get from a link.)

Paragraphs need to be short (like this one): The Prices show how to make each 'graf communicate one idea superbly.

The book is packed with examples. How to make marketing copy more credible. How to write online documentation folks can actually understand. Even how to write for webzines and weblogs. I plan to use it religiously, and so will you. (Bill Camarda)

Bill Camarda is a consultant, writer, and web/multimedia content developer with nearly 20 years' experience in helping technology companies deploy and market advanced software, computing, and networking products and services. He served for nearly ten years as vice president of a New Jersey–based marketing company, where he supervised a wide range of graphics and web design projects. His 15 books include Special Edition Using Word 2000 and Upgrading & Fixing Networks For Dummies®, Second Edition.

Library Journal
There is no shortage of material on web site usability (see Computer Media, LJ 3/1/02). Hot Text shines in its comprehensive coverage of online writing. One will find information on XML and writing for database-driven sites; creating FAQs, blogs and newsletters, and online r sum s; and becoming a web writer or editor. Although it does not break any new ground, Back to the User is a solid summary of current thought on the "user-centered" approach, covering both writing and design. It largely focuses on business sites, with additional information on e-commerce and branding. Both titles are appropriate for public libraries. Shaping Web Usability, while more academic, also addresses specific issues such as designing for older adults and handheld devices. Recommended for larger public and academic institutions. Copyright 2002 Cahners Business Information.

Product Details

ISBN-13:
9780735711518
Publisher:
New Riders
Publication date:
01/11/2002
Series:
Voices That Matter Series
Pages:
528
Product dimensions:
7.30(w) x 9.00(h) x 1.20(d)

Meet the Author

We are professional Web writers and editors. We regularly coach other writers, showing how to tailor their prose for e-mail, Web pages, and discussions. We focus on text, not design or tags. If you have to write text that will go up on the Web, we're talking to you. We have written for the Internet for the last seven years, so we talk from real experience¿and affection. We love the spirit of the Net.

We come out of a background in journalism (writing for magazines such as Esquire, Harper's, Reader's Digest, and TV Guide), technical communication (writing and consulting with an A-to-Z of high tech firms), art (conceptual art in New York), TV and radio (dozens of interviews, and our own shows).

Along the way, we've written 24 books for major publishers and hundreds of articles for Web sites. Our consulting clients include such firms as America Online, Apple, Broderbund, Cadence, Canon, Cisco, Coupons.com, Disney's Family.com, Epson, eToys, FileMaker, Fujitsu, Hewlett-Packard and HP.com, Hitachi, IBM, KBKids.com, Ketchum, Kodak, Los Alamos National Labs, Lotus, Matsushita, Middleberg Euro, Mitsubishi, Nikon, Ogilvy, Oracle, PeopleSoft, Relational, Ricoh, Sprint, Sun, Symantec, Visa, Xerox, and Zycad.

Jonathan has taught writing at New Mexico Tech, New York University, Rutgers, University of New Mexico, and the Extension programs of the University of California, Berkeley, University of California, Santa Cruz, and Stanford. Lisa was the Features Editor at KBKids.com from startup days to $80 million merger; she writes a weekly Internet column, ShopTalk, for Coupons.com. She frequently appears on TV and radio.

We live in an adobe house in the woods along the Rio Grande as it flows through New Mexico. Our sons, Ben and Noah, take the Web for granted, but prefer football.

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