Deck 24: Writing for the Web

Question 1

Web users spend

A) 20% of the time looking above the page fold, and 80% below the page fold.
B) 80% of the time looking above the page fold, 20% below the page fold.
C) 20% of the time looking above the page fold, 28% below the page fold.
D) 28% of the time looking above the page fold, 20% below the page fold.

Answer 1

B

Question 2

The key to engaging with an online audience is to understand who they are and how best to meet their needs and expectations.

Answer 2

True

Question 3

Effective writing online benefits an organisation because it

A) demonstrates the organisation understands who its audiences are, and their needs.
B) is easier to read than paper-based communication.
C) keeps the focus on the content of the message rather than style.
D) uses animations and graphics.

Answer 3

A

Question 4

At which stage of a story would you expect to read the conclusion?

A) The beginning
B) The middle
C) The end
D) Distributed throughout

Question 5

Chunking information when writing for the web is effective because

A) it divides writing into long sections.
B) it limits paragraphs to several main ideas.
C) it allows the reader to scan quickly through each point.
D) it allows the writer to incorporate technical terms.

Question 6

Using inverted pyramid writing style, the most important information

A) is located at the beginning/front of a page.
B) goes below the page fold in the middle of the story.
C) goes below the page fold at the end of the story.
D) is located on the last page.

Question 7

When writing for the web, sentences should

A) use adjectives, adverbs and phrases to make a point more clearly.
B) be limited to one idea and 15 to 20 words.
C) use technical terms and jargon to target the expert reader.
D) use colloquial language to appeal to the lay reader.

Question 8

Design of a website for a global organisation would need to consider the colour scheme carefully.

Question 9

Avoid using language that is discriminatory when writing for the web because

A) it may be illegal.
B) it may alienate members of your audience.
C) it may create ill-will towards the organisation.
D) All of the above

Question 10

Three considerations when developing a site are

A) colour symbolism, optimisation for mobile devices and accessibility.
B) background images, detailed content and colourful design.
C) accessibility, colourful design and background images.
D) optimisation for mobile devices, keywords and audio voice-overs.

Question 11

'Inclusive language' refers to

A) language that is easy to read by all readers.
B) language that is accessible by all readers.
C) language that is unbiased.
D) language that includes descriptive identifications based on personal characteristics.

Question 12

Features of scannable text include

A) short words and sentences.
B) a structured layout.
C) lots of headings.
D) few headings.

Question 13

Readers of web pages like to take time to read detail and explore content.

Question 14

The purpose of a 'callout' is to

A) be as minimal as possible and remain in the background.
B) supplement and clarify the meaning of an image.
C) focus the writer and improve the look of the page.
D) add visual impact to a page.

Question 15

Characteristics of a scannable website include

A) few headings and sub-headings.
B) bullet-points and consistent text alignment.
C) block layout.
D) callout design.

Question 16

Narrative writing is inappropriate for web writing because

A) readers expect to read informational rather than narrative driven text.
B) this type of writing is too brief to effectively engage the reader.
C) readers are typically looking for general information on a range of topics.
D) it typically uses long sentences and is verbose.

Question 17

The inverted pyramid places the most important information at the end of an article.

Question 18

Material initially viewable on the screen is known as 'above the page fold'.

Question 19

Web readers scan whole pages rather than line by line.

Question 20

Keywords are important in website development because

A) they make it clear to an audience what the site is about.
B) they facilitate searching and content sharing.
C) they create references to particular links.
D) they make it easier to bookmark.

Question 21

Link rot refers to

A) links that are old and not of interest to the user.
B) links that are available but not particularly useful.
C) links that are broken because the original link has been removed.
D) links that have not been reviewed for a long time.

Question 22

The key difference between the first generation of the Internet and Web 2.0 is

A) Web 2.0 is more interactive.
B) Web 2.0 is easier to use.
C) Web 2.0 is more mobile.
D) Web 2.0 is faster.

Question 23

Print formats don't work well on the web because

A) readers prefer to scan information and move between pages when reviewing web-based information.
B) readers don't like to scroll through text-based pages.
C) readers prefer to get an overview of information.
D) readers prefer formats which incorporate colourful graphics.

Question 24

An effective website navigation system

A) is designed with organisational requirements in mind.
B) has been considered at the planning stage, is consistent and has links close together.
C) leads users to all areas of the site easily.
D) All of the above

Question 25

An audience that helps an organisation achieve its objective is its primary audience.

Question 26

Good web writers think about their message from the perspective of a specific reader from a particular background.

Question 27

Search engines identify and classify pages on the web primarily by using the first words of a piece of web content.

Question 28

Good site navigation is dependent on the use of links and tags.

Question 29

Modern websites need to facilitate two-way communication to be effective.

Question 30

Design and content should be considered together when creating web-based documents.

Question 31

Social bookmarking refers to

A) the creation of a site dedicated to listing links to relevant sites within a network.
B) a group of friends sharing links with one another.
C) creating tags and links that can be searched by keywords.
D) creating links to interesting online books.

Question 32

A simple layout is most useful in websites because

A) it is content-focused.
B) it is user-focused.
C) it enhances usability.
D) it enhances visibility.

Question 33

Good web writers consider the purpose and content of the site before considering whether a two-way conversation with an audience would be appropriate.

Question 34

Which of the following would be required on a website page?

A) Title, author, keyword, date of publication, text
B) Heading, author, date of publication, text, contact details
C) Heading, meta-title, author, date of publication, text, contact details
D) Title, meta-title, meta-description, author, date of publication, category, summary, main text

Question 35

Settling for something we know may not be the best possible choice but that meets our needs is known as 'satisficing'.

Question 36

Search engine optimisation refers to

A) identifying the most appropriate keywords and phrases that increase the site's search engine ranking.
B) finding ways to increase the number of visitors to a site.
C) marketing a site so that it is more prominent to an audience.
D) All of the above

Question 37

Good web writing uses at least double the word count of conventional writing.

Question 38

Content creators drive the reading experience when reviewing web-based documents.

Question 39

Web content is usually presented in a linear form.

Question 40

Websites designed using the mosaic form are

A) nonlinear, easily scannable and with multiple hyperlinks.
B) linear, easily scannable and with multiple hyperlinks.
C) nonlinear and static.
D) linear and static.

Question 41

Web content refers to linked documents in electronic format containing text, graphics, videos or other elements that enable users to move to and retrieve specific information through links and anchors.

Question 42

Trackback refers to

A) putting a link on a blogroll.
B) informing your manager that you've cited them in your blog.
C) reviewing your work to ensure your product lists are updated.
D) evaluating your competitors' blogs.

Question 43

A credible site is one that includes contact information and an organisational profile.

Question 44

Contact details are important for promoting the credibility of a website because

A) they reinforce the identity of an organisation, and that the organisation is 'real'.
B) they identify who is who in the organisation.
C) they are legally required.
D) they highlight the creator of the website.

Question 45

Guidelines for successful blogging include knowing

A) why you're blogging, your readers' interests and the culture of your organisation.
B) who you are, how you are and where your readers are.
C) your readers, your website and your product.
D) your competitor and your manager's interests.

Question 46

An application, or app, is

A) a program that enables users to browse online when mobile.
B) scannable web content.
C) an interactive program for mobile devices.
D) a small specialised program downloadable onto mobile devices.

Question 47

Widgets are a feature of high-traffic websites that direct visitors to social bookmarking sites.

Question 48

A photo that is linked to another site is not an example of hypertext.

Question 49

Successful websites are planned and developed around target audience needs.

Question 50

Web development is usually centralised across an organisation.

Question 51

The unique structure of keywords developed by a community of users is known as a 'folksonomy'.

Question 52

Having a standard web style allows a web writer to focus on content, such as keywords.

Question 53

Visually impaired web users benefit from the use of 'alt text' associated with images.

Question 54

The credibility of a website is not a major concern for most web users.

Question 55

Information needs to be accessible to everyone.

Question 56

Standards for Australian Government websites require which of the following information?

A) Home, About, Contact Us, Search, Privacy Statement, Copyright Notice, Disclaimer, Accessibility Notice
B) Home, About Us, Contact, Copyright, Organisational Profile
C) Home, About Us, Contact, Privacy Statement, Organisational Profile
D) Home, About Us, Contact, Copyright, Policies, Privacy Statement

Question 57

A blog would be effective for managing a crisis because

A) RSS feeds could alert users to updates in the status.
B) reputation issues could be managed proactively and reactively.
C) it could engage community members who can provide 'on-the-ground' feedback.
D) All of the above

Question 58

What is the role of blogs in business?

A) To interact predominantly with an internal audience
B) To interact predominantly with an online audience
C) To deliver information about strategic goals
D) To deliver messages about competitors

Question 59

Social bookmarking is useful because it promotes links within an organisation.

Question 60

Adding tags and creating bookmarks for a blog is most useful because

A) it highlights how well-connected the blogger might be.
B) it makes it easier for the search engine to find the blog.
C) it builds credibility.
D) All of the above

Question 61

The main advantage of creating a link, rather than reproducing the information on your own blog, is that it

A) improves your site credibility and avoids plagiarism.
B) minimises the need to keep your site up to date.
C) demonstrates your ability to network effectively.
D) removes any liability for error.

Question 62

Making contact with the web manager or other contact person before linking to a site is a form of netiquette.

Question 63

What is the most effective way of making your blog searchable?

A) Use of appropriate keywords
B) Use of an SEO
C) Use of an RSS feed
D) Use of Web 2.0

Question 64

Writers don't have to ask for permission to link to another blog.

Question 65

The role of an aggregator is to collate information as a summary that users can expand if they wish.

Question 66

A blog informing people on how to use a product would be created as

A) a legal activity.
B) a marketing activity.
C) a creative activity.
D) a business activity.

Question 67

Which of the following communicative functions of blogs involves informing potential employees about an organisation, including its vision, people and culture?

A) Community building
B) Customer support
C) Project management and team communication
D) Recruitment

Question 68

A blogroll is a list of links recommended by an author.

Question 69

Syndication builds up large audiences because

A) any new news is sent directly to an audience.
B) automatic updates encourage users to remain associated with your blog while you work to attract new users.
C) it is easy to use.
D) users don't have to work hard for their content.