Klein Info Design LLC > eLearning

Content That Clicks

Improved Web Writing example

City utility website

Challenge: Encourage environmentally friendly behaviors among utility customers, who primarily use the Website to find out the nuts-and-bolts of garbage collection and water bills.

Solution: Coach content owners to write copy that is concise, objective and easily scanned—to match people’s information-seeking behavior on the Web. Create matrix to help program managers clarify goals and identify success metrics (such as hits to key pages, submission of webforms and emails from volunteers). Cross-link from Web pages on rates and garbage collection to key conservation information.


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