WFW - Writing for the Web (Overview)

 

Writing for the Web Overview

Introduction

You are a business that sells vegan candy. To some, that might automatically be a turn-off, especially for younger people. They may think that what makes a piece of candy taste good will be gone. However, you know your candy is not only very healthy to eat, but also tastes delicious. Your challenge  is to attract not only vegans but also consumers who are not vegan and could potentially fall in love with your product given the chance. As a business, how do you get the attention of these potential customers? How do you find them? Most businesses use different marketing techniques to attract and find potential customers. To do that they must know who and where their customers are.

In this module, you will learn how to target potential customers to maximize your business. In addition, you will be able to choose the best writing style for your web content to entice and engage your target audience and future customers.

Essential Questions

  1. What are the best writing styles and methods for businesses to use on their web to capture and engage potential customers?
  2. How does a potential customer influence a business’s writing style for their website?
  3. What are the major bases for segmenting potential customers?
  4. How do companies identify the best market segments for their business?

Key Terms

  • Chunking Writing Method: The process of breaking down content into smaller portions -- chunks -- to improve reading comprehension and make reading faster and easier.
  • Descriptive Writing: Writing that uses language that allows the reader to visualize the topic or scene.
  • Expository Writing: Writing in which the author conveys information using facts and data.
  • Inverted Pyramid Writing: A method of writing where essential information is introduced first and smaller details last.
  • Market segmentation: The breakdown of a target market into subsets of prospective customers with distinct needs, preferences, characteristics, or behaviors.
  • Narrative Writing: Writing that tells a personal or imaginative story.
  • Persuasive Writing: Writing that tries to convince the reader to do something or believe in what the author believes.

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