April 27, 2017

Don’t get your head cut off

Make web headlines fit on mobile apps and more

Not everyone wants to play, “What’s the last word in the headline?” says Andy Bechtel, associate professor, School of Journalism and Mass Communication at UNC-Chapel Hill.

Web headlines must fit on mobile apps

Don’t mess with my head Write online headlines that don’t get cut off by Google, social media channels, mobile apps or your reader’s attention. Photo by Scott webb

So write web heads that don’t get truncated by Google, social media channels, mobile apps — or your reader’s attention.

How short? Make sure your web heads are short enough to:

1. Get seen on Google.

Google’s search results display only the first 63 characters of your headline. To avoid getting your head cut off on Google, keep headlines to …

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“Reading a blog post on an iPhone is like reading War and Peace through a keyhole.”
— Ann Wylie, president, Wylie Communications Inc.

Lift Ideas Off the Screen

Draw visitors in, increase open rates with microcontent

Jakob Neilsen once wrote an article called “How Users Read on the Web.” The first paragraph: “They don’t.” Instead, he says, they skim.

Above it all

Above it all To reach readers online, make your key messages clear via microcontent. Image by Mihai Surdu

Indeed, in one analysis of page views by computer scientists, engineers and other highly educated professionals, Nielsen found that web visitors read only about 20% of the words on the average webpage.

The rest they skim, getting information from the microcontent — web heads, subject lines and links, for instance.

So why not put your messages where your readers really are: in the microcontent?

At Get Clicked, Read, Shared & Liked — our two-day online-writing master class on July 27-28 in Portland — you’ll learn how to use your microcontent to draw readers into your online message; make your emails, blog posts and webpages more inviting; and get the word out to nonreaders.

Specifically, you’ll learn how to:

  • Take advantage of the No. 1 element people read on a webpage. (Most communicators drop it altogether.)
  • Make your message 124% more usable in three simple steps.
  • Optimize web heads for humans as well as for Google. Increase your chances of getting found and read.
  • Write subject lines that get your emails opened. Plus: How long to make subject lines for mobile users.
  • Pass the Goldilocks test. Learn to write links that aren’t too short or too long but just right.

Save $100 when you register by April 27.

“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, manager, internet communications, Alberta Public Affairs Bureau

Polish your skills at these Master Classes

Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Chicago on May 18-19, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Boston on June 19-20, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Portland on July 27-28, 2017
Register for Cut Through the Clutter - Ann Wylie's concise-writing workshop in San Francisco on Aug, 17-18, 2017
Register for Master the Art of the Storyteller in New York: Ann Wylie's creative-writing workshop in New York on Sept. 25-26, 2017

Rather bring Ann in to train your whole team?

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Save when you book a workshop while I’m in your neighborhood

Ask about piggybacking on my upcoming engagements in:

  • Avon, Connecticut: May 31
  • Birmingham, Michigan: May 22
  • Boston: June 19-20
  • Chicago: May 18-19
  • Dallas: Oct. 16-17
  • Geneva: July 6
  • Johnson, Rhode Island: Aug. 7-11
  • Kansas City: Nov. 16-17
  • Miami: Dec. 11-12
  • New York: Sept. 25-26
  • Northbrook, Chicago: June 14
  • Plano, Texas: Oct. 19-20
  • Portland: June 6 & July 27-28
  • Roseville, California: Oct. 24
  • San Francisco: Aug. 17-18

Keep up with my calendar.

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