RECAP: Writing for the Web – March 20, 2009 – The Hub, Cira Centre

MARCH 20, 2009 – Writing for the Web

A large group of IABC members and guests listened to our four expert panelists’ presentation that helped sharpen their writing skills. From Search Engine Optimization to writing for blogs, the group discussed the tools to apply to creating content for online communications.

• Writing for the web still requires good grammar and sentence structure, but with a difference. Do you know how writing online copy differs from other writing? Learn five tips for writing powerful copy. Consider changes between new-write and old-write – and determine which is right.

• As a communicator, you write to a purpose. How is writing for the web different from writing for print? Learn how to keep your writing marketing-focused, and why you shouldn’t simply post your brochures on your web site and consider it done. How has the relationship between the words and the visuals changed?

• Social media is the buzz word these days –– are you ready to dip your toe into the social waters? Before you do, ask yourself the following: Can I comprehensively write in 140-characters? Do I know the best practices for blog writing? Am I prepared to change how I write news releases? Do I know how to write with the unwritten rules of social media in mind?

• How does what you write affect how the web site functions? How do analytics work? How should I prepare my content for the web developer? Learn how to make your content improve search engine rankings, from domain name choices to key words.


Rick Alcantara is the award-winning founder and principal of Tara Communications LLC. Over the last 17 years, he has become one of the region’s leading experts in online communications. He has helped firms as diverse as the Federal Reserve Bank, American Airlines, Exelon, CIGNA, and the City of Woodbury, NJ, analyze, plan, design and develop their Internet and Intranet sites. His work has helped clients increase revenue, reduce costs, attract donors, engage customers and educate media. In addition to his Internet expertise, Rick advises clients on social media and employee, change and contingency communications.

Beth Harte is the Principal of Harte Marketing & Communications, a speaker and an adjunct professor at Immaculata University. Beth has nearly 15 years of experience in strategic planning, branding, public relations, analyst relations, product marketing, international marketing, business development, lead generation (direct mail, e-mail marketing), website management, SEO/SEM, and all things marketing and communications. Beth’s blog, The Harte of Marketing is featured in AdAge’s Power 150, a globally recognized ranking of top media and marketing blogs. Beth also blogs for MarketingProfs Daily Fix blog and Search Engine Guide.

Paul T. Johnson is President of Digital Extreme Technologies, LLC, a Philadelphia- based full-service website development firm that specializes in custom website development, graphic design, website hosting and Search Engine Optimization. Digital Extreme Technologies’ focus is on providing small businesses with affordable web solutions that achieve business results.

Susan Perloff is an award-winning free-lance writer, editor and writing coach. For 20 years she has taught adults to write. In group and private settings, she has trained doctors, lawyers and division chiefs; new hires, technical specialists and CEOs. Her byline has appeared more than 125 times in the Philadelphia Inquirer and in more than 100 other periodicals. Visit her at

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