Tom Haller
Abstract
Why do people go to web sites? They want to get their jobs done. They look for content to support them. They want that content to be reliable, accurate, understandable, and easy-to-use. And as a web writer, information architect, or manager, you have an opportunity to learn strategies for crafting “web-ready” content.
In this one-day workshop, you have the opportunity to participate in a four-module “Writing for the Web” class designed to help you reshape your current text and craft new content. In this class you will learn strategies for helping people find what they need, understand what they find, and use what they find to meet their needs.
At the conclusion of class you will be able to:
- Explain what happens in people’s heads as they encounter web content (and how you can support them)
- Learn a strategy for identifying what content to include
- Identify attributes of successful web writing
- Articulate your role as a “steward” of information for your audiences
- Plan, organize, write, and deliver useful and usable content
- Revise material so it works well on the Web
- Identify structural components of narrative writing
- Think in new ways about writing for the Web
You’ll be able to leave with tips that relate to the following questions:
- How (and why) do visual “chunks” support the reader?
- What are structural strategies for reducing complexity?
- What are techniques for focusing content to fully support our audiences?
- How can we craft content so it is more findable?
- What strategies can we apply that will lead the reader to action?
- What are techniques for making text more concise?
- How can we build sentences that are clear and understandable copy?
- How can we relate content across a site?
- What are techniques for supporting users’ attention?
- How can we develop efficient performance-focused text?
As a participant, you’ll hear stories and have opportunities for interaction. You’ll laugh. You’ll learn. Who said structure had to be dull?
Seminar/workshop details
Learning objectives
• Module One. Understanding our Web Users. Module One explains how humans process information and explores strategies for structuring web information so people can find what they want, use it, and appreciate the experience. In this class you will learn a strategy for focusing their writing and identify specific actions for successful web writing.
• Module Two. Strategies for Crafting Usable Content. Module Two gives us an opportunity to explore strategies for crafting and presenting our text to support our users. We will discuss how process can support us, look at the structure of narrative, and look at specific techniques to make the complex clear.
• Module Three. Applying our Skills and Exploring. Module Three gives us an opportunity to see how our web writing works in the context of the web writing workflow in our organizations. We’ll have the opportunity to reshape copy and relate it to content heuristics.
• Module Four. Sharing our Success. In Module Four, we will explore complexity and present our revised text in a “before and after” style. We’ll review tips for better writing and chant a battle cry, “yes we can.”
Core IA-related issues
Good information architecture requires practitioners to fully understand their audiences, what audiences want to do with information, and the context in which this information will be used. This focus applies to the developer of text. More so, perhaps.
Audiences
This workshop is tremendously valuable for the new practitioner. It looks at real-world performance challenges and provides answers the student can take back on the job. Certainly the class supports attendees who work with content daily, but it also provides great value for the practitioner who wants to leave WORDS to others.
Where & when the session has been previously presented
I presented these ideas as a half-day session at the 2005 IA Summit, and as a full-day session in 2006. Participants and conference organizers found value in the course.
I have offered the ideas presented in this session—in various iterations—to more than 25 audiences and taught these principles in a variety of different organizations. I’ve developed the modules as a university professor (professional writing) as an instructor of information architecture, and as a consultant.
2006 summit FEEDBACK pointed to the continued need for this course. Several people commented, “how come we have so few sessions on content.”
Speaker details
Thom Haller, teacher, speaker, writer, and user-advocate, teaches principles of performance-based information architecture, content strategy, and usability. He has more than 20 years’ experience developing communication products (technical, instructional, and marketing materials) for government agencies, associations, and business.
A noted facilitator and speaker, Thom develops and facilitates workshops for federal agencies, associations, and corporations. As a speaker, he’s offered keynote presentations for the Society of Technical Communication, Federal Web Content Managers, IEEE, the Association of Professional Communications, and others. Also, Thom frequently presents at Internet content conferences.
Thom teaches courses in user-focused design and structure. His academic work includes developing and presenting classes for University of Maryland’s Professional Writing Program; Johns Hopkins University School of Engineering; Georgetown University’s Center for Professional Development (where he taught Visual Display of Information); and USDA Graduate School. Thom has received several awards, including the prestigious USDA Faculty Excellence Award and the APCC Dan Dietrich Award for Excellence in Training.
As a consultant, Thom helps organizations learn the fundamentals of information structure and techniques for improving user experience—especially as they relate to visual relationships and clarity in text. Thom works independently and as a Senior Consultant with Gerry McGovern’s Customer Carewords organization.
As a volunteer, Thom led a team reshaping www.plainlanguage.gov and served as executive director for the Center for Plain Language. Thom advocates clarity and enrols others in a mission to increase the usefulness and efficiency of government, legal, and business documents.