Copywriting for the web: planning, writing, multimedia storytelling

The classic for everyone who writes online! For over 15 years, it has been the standard work in professional online editorial offices. It offers easily applicable practical know-how and concrete tips for anyone writing online content. From the basics of writing to new narrative forms of digital storytelling, "Writing for the Web" is the handbook for online journalists in media companies and for all copywriters in PR agencies, businesses, government agencies, associations, and organizations involved in content production and publication.

Detailed and with many examples, it shows how user-friendly web writing works and how to optimally implement it on your own website, mobile site, and app in terms of text, images, and layout.

The book answers precisely those questions that online journalists and web project managers face daily, including:

How can I create click-worthy, search engine optimized teasers?
How do I structure scan-friendly article pages?
How do I guide user attention with words and photos?
How do I adapt print texts for the web?
How can topics be told better in a multimedia way?
How do sustainable SEO strategies work?

The completely revised third edition covers all practical aspects of publishing on the web - from content planning to writing headlines, teasers, and article pages, as well as the new narrative forms of digital storytelling, enriched with many tips and tricks and abundant illustrations. Additionally, there are numerous step-by-step guides, an overview of the most important findings from user experience research, and SEO knowledge that will endure.