英文寫作:寫人常用詞彙_如何為網絡寫作：親愛的親人

英文寫作:寫人常用詞彙

The advice of essayist Sir Arthur Quiller-Couch, “murder your darlings” is not a call to infanticide, but a command to cull cleverness from written sentences. This is especially true when writing for the web, due to the fact that most visitors read less than 20% of web page content. Rather than reading word-by-word, users scan web page text for useful or interesting information, ignoring content that is too complex. Web content is experienced differently from books or magazine, which means that body copy for the web has to be written in a different manner.

雜文作家亞瑟·奎勒-庫奇爵士的建議是，“謀殺親愛的人”不是呼籲殺害嬰兒，而是指令從書面判決中剔除聰明。 由于大多數通路者閱讀的網頁内容不到20％ ，是以在編寫網絡時尤其如此。 使用者無需逐字閱讀，而是在網頁文本中搜尋有用或有趣的資訊 ，而忽略過于複雜的内容。 Web内容的體驗不同于書籍或雜志，這意味着Web正文必須以不同的方式編寫。

Writing for the web is made more difficult by the need to target search engines while optimizing delivery on mobile devices. These demands have to be balanced with the expectations of the client and the expected literacy levels of users.

在優化移動裝置上的傳遞時，需要以搜尋引擎為目标，進而使網絡寫作變得更加困難。 這些需求必須與客戶的期望和使用者的預期素養水準相平衡。

Key concepts in writing effective web body copy are:

編寫有效的Web正文副本的關鍵概念是：

• Write concisely. Long pages have a greater likelihood of being skipped or ignored. Text on the web should be roughly half the length of a printed version: ideally, your sentences should consist of no more than 20 words each, and paragraphs six sentences or less.

  簡明扼要。 長頁面更有可能被跳過或忽略。 網絡上的文字長度應約為印刷版本的一半：理想情況下，句子中的每個句子不應超過20個單詞，段落不超過6個句子。

• If you cannot avoid writing long pages, make sure that you have an effective print stylesheet, and that the page is ready for Instapaper/Readability services.

  如果無法避免寫長頁面，請確定您具有有效的列印樣式表 ，并且該頁面已準備好用于Instapaper /可讀性服務。

• Write backwards. Rather than trying to lead your reader to a conclusion, start with a summary, filling in details later in the body. This makes it much easier for readers to understand what you’re talking about, and for those in a rush to retain your central point.

  向後寫。 與其嘗試使您的讀者得出一個結論，不如從一個總結開始 ，然後在正文中填充細節。 這使讀者更容易了解您在說什麼，而對于那些急于保留您的中心觀點的人也更容易。

• • Hed: A headline, usually written as a concise sentence.

    Hed：标題，通常寫成簡潔的句子。

  • Dek: A phrase near the hed that works as an article teaser.

    Dek：位于樹樁旁的詞組，可充當文章預告片。

  • Lede: The article’s opening sentence; the most important sentence in the piece.

    萊德：文章的開頭句； 最重要的一句話。

  • Nut graph: a few brief paragraphs that summarize the important points of the story, often presented as a bullet list and/or pulled to the side of the article.

    螺母圖：一些簡短的段落，概述了故事的重點，通常以項目符号清單的形式顯示和/或拉到文章的側面。

  Use “news style” when writing, dividing your page content into “chunks”:

  撰寫時使用“ 新聞樣式 ” ，将頁面内容劃分為“塊”：

• Ideally, record each of these “chunks” in a CMS, for use in different media formats (a Facebook post of the page would receive just the hed and dek, for example).

  理想情況下， 将這些“塊”中的每一個都記錄在CMS中 ，以用于不同的媒體格式(例如，該頁面的Facebook文章僅接收hed和dek)。

• When formatting your text, try to keep the number of characters per line to a level that is comfortable to read: 60 – 70 characters per measure.

  格式化文本時，請嘗試将每行的字元數保持在易于閱讀的水準 ：每小節60-70個字元。

• Use headings and subheadings to clearly identify concepts.

  使用标題和子标題可以清楚地識别概念。

• Insert ordered and unordered lists to drive key points home.

  插入有序清單和無序清單以将關鍵點驅使回家。

• If possible, highlight key words and concepts throughout the body copy.

  如有可能，在整個正文中突出顯示關鍵字和概念 。

• Link to relevant resources. If you’re writing copy for a glass company that mentions shower doors, link the words “shower doors” to the relevant page on the site. Not only does this add SEO value, but it also avoids diverting the user’s attention from the body text to the site navigation. Don't be anxious about linking to resources outside your own site: if your work is good, visitors will return.

  連結到相關資源。 如果您要為玻璃公司撰寫提及淋浴門的副本，請将“淋浴門”一詞連結到網站上的相關頁面。 這不僅增加了SEO值，而且還避免了将使用者的注意力從正文轉移到網站導航上。 不要擔心連結到您自己網站以外的資源：如果您的工作做得很好，通路者将會回來。

• Don’t use directional writing. Content changes and the principles of responsive web design makes it unlikely that directional statements in body copy – “see the map to the left” – will remain true.

  不要使用定向寫作 。 内容的更改和響應式Web設計的原則使主體副本中的方向性聲明(“參見左側的地圖”)不太可能保持真實。

• Make sure your spelling and grammar are correct by setting your type in a word processor before including it on a web page. Spelling errors make your work (and by association the site and/or company) appear rushed, ignorant, or inattentive.

  通過将文字類型設定在文字處理器中， 然後再将其包含在網頁中， 確定拼寫和文法正确 。 拼寫錯誤會使您的工作(以及與站點和/或公司相關的工作)顯得匆忙，無知或不專心。

• Target your sentences to the reader's literacy level. Unexpected or unknown words will distract and confuse most readers.* Write to personas from your expected audience. You may wish to use a literacy level service such as Readability Score to test your final body copy before placing it on the page.

  将句子定位為讀者的讀寫水準。 意外的單詞或未知的單詞會分散大多數讀者的注意力，并使他們感到困惑。*寫信給預期閱聽人的角色 。 您可能希望使用識字級别服務(例如， 可讀性得分)來測試最終的正文副本，然後再将其放置在頁面上。

• Define acronyms by using the <abbr> tag. Use abbreviations sparingly, as they can confuse users.

  使用<abbr>标記定義首字母縮寫詞 。 請謹慎使用縮寫，因為它們會使使用者感到困惑。

• Use images to retain interest. “A picture is worth a thousand words” is especially true on the web. Careful use of images gains the interest of younger readers while illustrating the text content. Avoid using clipart or stock images, which tend to look cheap and forced.

  使用圖像保持興趣。 在網絡上，“一張圖檔值得一千個單詞”尤其如此。 在說明文字内容時，精心使用圖檔會引起年輕讀者的興趣。 避免使用剪貼畫或庫存圖像，因為它們往往看起來便宜又被迫。

• Avoid “marketing-speak”. Users will distrust language that is obviously trying to sell a product or service.

  避免“講市場”。 使用者将不信任顯然試圖銷售産品或服務的語言。

• Use mixed case. Do not use UPPERCASE for more than a few words on a page. Multiple instances of uppercase text used in extended prose drastically reduces readability.

  使用混合大小寫。 在頁面上使用多個單詞時，請勿使用大寫字母。 擴充散文中使用的大寫文本的多個執行個體大大降低了可讀性。

• Write as if you have only six exclamation points to use in your entire life.

  寫下自己一生中隻有六個感歎号。

• Place a “call to action” in the text. Inspire the user to respond to the piece: fill out a poll, place an order, comment on an article, etc. Do not abuse this: too many requests to “Add me on Facebook!” may make your work appear craven.

  在文本中放置一個“号召性用語” 。 激發使用者對文章的回應：填寫民意調查，下訂單，在文章上發表評論等。請勿濫用：過多的要求“在Facebook上添加我！” 可能會使您的工作顯得無足輕重。

Finally, keep the text on the page updated. If information changes, alter the body copy. Displaying relevant, up-to-date information will instill a sense of trust and gain greater value in search engine listings: remember to include an indication of when the page was last changed.

最後， 使頁面上的文本保持更新 。 如果資訊發生變化，請更改正文。 顯示相關的最新資訊将給人一種信任感，并在搜尋引擎清單中獲得更大的價值：切記要包括最後一次更改頁面的訓示。

資源資源 (Resources)

Start with the classics: read The Elements of Style by Strunk and White.

從經典開始：閱讀Strunk and White 的《風格元素》 。

翻譯自: https://thenewcode.com/531/How-To-Write-For-The-Web-Murder-Your-Darlings

英文寫作:寫人常用詞彙