Make mine to go: How to write for mobile

It’s not easy to get the word out on a 3.5-x-6.5-inch screen. In fact, reading your webpage on an iPhone can feel like reading War and Peace through a keyhole.

And no wonder:

  • Reading on a mobile device cuts comprehension by 48 percent, according to University of Alberta research.
  • Visitors read 30-milliseconds-a-word slower on smartphones, says usability expert Jakob Nielsen.
  • But although mobile reading takes longer, people spend half the time on mobile sites as they do on desktops, according to a study by the Nielsen Norman Group.

In this environment, how do we reach readers online? Best practices for web and mobile copywriting can help. In fact, just 3 simple tweaks have been proven in the lab to boost usability more than 124 percent. In this workshop, you’ll learn to write webpages that draw mobile and desktop visitors to your site; help them read faster, remember more, understand better, find what they’re looking for and enjoy the experience enough to come back.

In this session, you’ll:

  • Pass the 1-2-3-4 test. Make sure mobile visitors can get your key messages from just four key elements on your webpage.
  • Cut the type of material that makes mobile visitors “visibly angry.”
  • Stop publishing a common story form that’s virtually unusable on a smartphone.
  • Get mobile visitors past the first screen.

TrackMarketing and Brand
FormatTraditional
Career level: Strategic Adviser

Presenter / Ann Wylie / U.S. runs a writing, consulting and training firm called Wylie Communications. There, she travels from Hollywood to Helsinki, helping communicators in organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work. She serves as PRSA’s “national writing coach,” and IABC has named her an All Star Speaker. Her work has earned more than 60 communication awards, including two IABC Gold Quill Awards—the Pulitzer Prizes of business communication.

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