Text elements

Headline. It is an “advertising” of a document. A reader decides if to read a text or not to read it, by a headline. It is read in 5 times more, than a text itself. It should work. Absence of a headline is nonsense! Not clear or banal headline is a miscalculation! Type of headlines like «Dear clients», “Ladies and gentlemen”, we “Invite”, “Press release” “Announcement” is an empty place. In the end of a headline do not put a dot.

Subtitle. It is very useful to long texts.

Headlines in a text. They considerably facilitate reading.

The signature under a photo. It attracts a reader’s attention.

A text itself. Its length depends on a subject. It is desirable, that a text reflects all selling moments, but without “water”. Maximum of information with minimum of words!

The firm name. The name of the firm is placed below. Together with the address. Do not write «contact phone number» – there are no not contact phone numbers.

Slogan. If there is no good slogan, do without it.

Quotations. They often explain a thought figuratively and economically.

Inserts. Place a facilitative material in them, quotes etc.

Tables and graphics. They can visually represent a numerical material. Use rationally!

The plan

Do not hurry up to write a text. Start with the plan. Include selling moments to it. Adhere to a correct arrangement.

Arrangement

Almost any document, that is long enough, should have three parts: introduction, the basic part and the conclusion

Introduction begins with a general statement and converges to the basic thesis (headline) of the document. The basic part contains the developed reasoning. The conclusion begins with a thesis and comes to the end with generalisation. It reminds the turned introduction.

Texts high-tech. They often have two readers: a manager-nonspecialist and his/her advisor. Explain new technologies.

Paragraphs

Divide the text into paragraphs. Each paragraph contains a finished statement. The length of paragraphs is various. Paragraphs are incorporated with transition words and phrases: “hence”, “therefore” etc., the structure of paragraphs reminds the document structure: introduction, the basic part and the conclusion.

Sentences

Alternate long sentences with short sentences. Co-ordinate a sentence with the previous one. The strongest place of a sentence is its end, therefore in the end put the newest or the most important information.

Words

Language and vocabulary of a document should be corresponded to its appointment and audience. Do not abuse terms, abbreviations and a cliche. Use more verbs, and less adjectives.

Style

Choose a style that is close to the target audience. Avoid a Passive Voice. Check the text – it should “sound”.
Do not try to be original!

Formatting

It is a choice of characteristics of types, lines, backgrounds etc. Its task is to facilitate mastering.

Backgrounds. The text is better perceived in black and white or to a pastel homogeneous background, therefore use backgrounds cautiously.

Lines. The most readable length of lines is to 45 signs – use some columns of the text.

Types. Serif types (like Times), of the size 10-12 are most readable.

Currently the Internet technologies have become very popular. The Internet network is not only a place to entertain but also a platform to earn money. In spite of the reason, to be presented in the Internet one needs a site. And this is when the question how to plan a website arises. Those who are searching for details on how to build a website, are advised to refer to the Internet itself. It is full of tutorials on how to plan a website and related topics.

In any way, it wouldn’t be smart not to take advantage of this opportunity given to us by modern technologies. Google and other search engines, social networks and forums, blogs – all of them could help to find information on “website strategic plan” and similar topics.