Читать книгу Business Writing for the Web - Dan Furman - Страница 19

I mentioned a little earlier that informational subheadings have their place. But even in those places, I try to swap them out for story subheadings if at all possible.

Let me give you an example of what I mean:

“Company History”can become “Serving Anytown’s Plumbing Needs for Over 50 years” (insert your own trade).

Then you have a paragraph detailing the company history. This also sneaks in the keyphrase “Anytown’s plumbing.”

“Services Offered” can become “Marketing Solutions” (again, substitute your own specialty… I don’t have to keep saying that, do I)? Then you list your services.

“Driving Directions” can become “Directions to our Anytown Bathroom Fixture Showroom.”

In all but the most extreme cases, I will always try to use the story subheading. In fact, almost the only time I don’t is if the web copy is for a fairly conservative, organization/website. Then perhaps the informational approach is best. And even in those cases, it’s against my better judgment.

Okay, the last part of Rule 1 (yup, we’re still in Rule 1 of effective website writing): bullet points.