Support for editors
Much is already set in the publishing system we use at KI. But we can still do much to create valuable content for our visitors to adapt information for the web. Your work as an editor affects the visitor experience. How you structure your material and name links are crucial to how the visitor experience the website.
These three things are good to think of before publishing:
Who am I publishing for?
Circle your target group: Who will be reading what you write? What should he/she feel, learn, do - what is supposed to happen when visiting the site?
Why should I publish?
A web editor should not just publish a text on the web – a web editor should create utility for the users. What do you wish to achieve with the page? Do you want to increase the knowledge of the recipient, change attitudes or approaches? Do you want encourage actions or create results?
What is the best way to publish?
Choose terms recognised by the target group. Avoid overcomplication. Make a visitor choose your text (in a list of search results, for example).
Writing for the web
The most successful method of communication on the web is the journalistic narrative technique: write the most important information first. Use the technique both when writing the text yourself and when using material sourced from others to publish.
- Start with what is most important
- Show straight away what the page is about by using a clear header and, where appropriate, introduction.
- Continue with a sufficient amount of background and depth. Avoid writing overly long texts.
- Offer links to in-depth and/or related information.
Help the reader
The header/Title. The primary task of the header is to quickly provide the visitor with an idea of what the page's content is about and encourage interest in further reading.
An introduction/lead is written in a somewhat larger font than the main body of text, and when correctly formed, helps the visitor to quickly determine whether or not the content of the page is interesting.
Promos are a type of mini-introduction which ”nudge” the visitor onto the website. It is especially important that the text is short and informative, and preferably in active form.
Short paragraphs with subheadings help your visitors getting an overview. The visitor is
Bullet points and lists make it easier for the visitor to read the page. The information is highlighted in a much better way than when they are included in the main body of text.
An active text (active verbs, someone is doing something) is easier to read and can be more quickly taken in.
Links on a page should always be able to stnad alone. Design your links as it is the only one visitors are reading. Never link words like "Read more" or "here".
Images on the web
All images to be published online must have a resolution of 72-100 dpi. Higher resolutions result in images that are too large to upload if there is a poor connection, and it will be very time consuming.
The external site ki.se can handle up to 5 MB images, but there is no reason to upload images here which are formatted for print. The recommended maximum width of an image prior to uploading is 1000 pixels.
All images that are to be published online must be saved in JPG, PNG (most common photograph file format) or GIF (most common format for illustrations and graphics).
Permission, the Personal Data Act and rights
You must always have permission from people featured in a photograph when publishing online. Photographs in which people are identifiable are normally considered personal data even if no names are mentioned. If for example you wish to publish photos of employees on a webpage, it is often necessary to obtain permission first. Even if it is a matter of handling personal data in unstructured material, such as individual images online, it may be necessary, depending on the context, to obtain permission in order to avoid the risk of violating someone's integrity.
It is prohibited to take other parties' images from the web for your own use. Nor are you permitted to use another party's image and transform it in an image editing program. Even if you were to transform it beyond recognition, it does not mean that it is yours. Always ask the copyright owner for permission first.
What you can do
Creative Commons is a licensing system primarily for the internet, which is used to make it easier for others to use materials, such as images.
Read more about Creative Commons at KIB and Creative Commons.
Digital Trends have made a good compilation of websites that provide free images. Be sure to check copyright restrictions before publishing.