第1篇 面向网络受众撰写文案
第1章 线上文案的写作...................................................................................................... 2
本章要点 .............................................................................................................................2
针对在线阅读修饰文字 .....................................................................................................2
抓住重点 .............................................................................................................................4
让文本易于浏览 .................................................................................................................6
为全世界而写作 .................................................................................................................8
协助用户进行信息导航 ...................................................................................................10
例子：为网络读者重写内容 ...........................................................................................12
第2章 确定网站的受众.................................................................................................... 15
本章要点 ...........................................................................................................................15
用户研究 ...........................................................................................................................16
创建用户概况 ...................................................................................................................18
查看竞争对手 ...................................................................................................................20
练习：受众研究 ...............................................................................................................21
第3章 确立你的基调........................................................................................................ 24
本章要点 ...........................................................................................................................24
为你的网站添加个性 .......................................................................................................24
考虑背景 ...........................................................................................................................25
建立你的独特基调 ...........................................................................................................28
用文字表达你的基调 .......................................................................................................33
练习：图表化你的基调特征 ...........................................................................................40
例子：根据基调修改文案 ...............................................................................................43
第4章 创建清晰明了、令人信服的文本........................................................................... 46
本章要点 ...........................................................................................................................46
标题 ..................................................................................................................................47
句子 ..................................................................................................................................57
段落 ..................................................................................................................................61
项目列表 ...........................................................................................................................62
练习：用引人注意的主标题吸引读者 ...........................................................................67
第2篇 面向全体受众
第5章 撰写包容性强、适用范围广的文案....................................................................... 72
本章要点 ...........................................................................................................................72
避免偏见 ...........................................................................................................................72
撰写中性化的内容 ...........................................................................................................74
撰写国际化受众能读懂的内容 .......................................................................................78
例子：面向全世界的访客 ...............................................................................................97
第6章 让所有人都可以访问你的网站......................................................................... 102
本章要点 .........................................................................................................................102
为更多的访问者提供辅助 .............................................................................................102
了解残疾人如何使用互联网 .........................................................................................105
评估网站的辅助性能 .....................................................................................................106
清单：你的网站能被访问吗 ......................................................................................... 112
第3篇 撰写有效的用户界面文字、电子邮件，以及适合移动产品的内容
第7章 创作清晰的用户界面文案................................................................................ 116
本章要点 ......................................................................................................................... 116
用户界面文案创作基础 ................................................................................................. 117
页面标题 ......................................................................................................................... 118
文本链接 .........................................................................................................................121
按钮和其他UI元件 .........................................................................................................127
替代文本和图片注释 .....................................................................................................130
反馈信息和错误提示 .....................................................................................................133
帮助和FAQ ......................................................................................................................136
用户指令技巧 .................................................................................................................142
例子：向访问者提供良好的向导 .................................................................................148
第8章 撰写有吸引力的邮件与定期通信...................................................................... 156
本章要点 .........................................................................................................................156
将电子邮件作为沟通渠道 .............................................................................................156
撰写优质的电子邮件 .....................................................................................................159
创建各类用户沟通文档 .................................................................................................170
例子：抓住邮件的重点 .................................................................................................175
第9章 为移动设备优化文案........................................................................................... 182
本章要点 .........................................................................................................................182
为小屏幕撰写文案 .........................................................................................................182
考虑移动设备的特殊版式 .............................................................................................183
撰写精简、适度的短信息 .............................................................................................184
第4篇 管理细节
第10章 娴熟使用英文标点符号..................................................................................... 190
本章要点 .........................................................................................................................190
撇号（’） ........................................................................................................................191
冒号（:） ........................................................................................................................196
逗号（,） ........................................................................................................................198
折号（-和—） ...............................................................................................................207
省略号（...） ..................................................................................................................209
叹号（!） ........................................................................................................................210
连词符（-） .................................................................................................................... 211
句点（.） ........................................................................................................................217
问号（?） ........................................................................................................................219
引号（“ ”） .....................................................................................................................220
分号（;） ........................................................................................................................226
练习：使用标点，传达语义 .........................................................................................227
第11章 缩写、大小写及标题的处理规范....................................................................... 229
本章要点 .........................................................................................................................229
简称与缩写 .....................................................................................................................230
大小写 .............................................................................................................................235
企业与产品名称 .............................................................................................................238
电子邮件地址和输入域 .................................................................................................241
地名 ................................................................................................................................242
头衔 ................................................................................................................................246
作品名称 .........................................................................................................................247
网站名称和网址 .............................................................................................................251
练习：缩写、大小写和引用 .........................................................................................255
第12章 数字的写作规范................................................................................................ 257
本章要点 .........................................................................................................................257
基本原则 .........................................................................................................................257
年龄 ................................................................................................................................261
日期 ................................................................................................................................262
时间 ................................................................................................................................266
分数与十进制 .................................................................................................................268
度量单位 .........................................................................................................................270
金额与货币 .....................................................................................................................276
数字区间 .........................................................................................................................278
百分比 .............................................................................................................................279
电话号码 .........................................................................................................................280
练习：驾驭数字 .............................................................................................................281
第5篇 优化文案
第13章 句子的精简与优化............................................................................................. 284
本章要点 .........................................................................................................................284
移除赘言 .........................................................................................................................285
强有力的开头 .................................................................................................................291
切忌花哨 .........................................................................................................................294
避免陈词滥调 .................................................................................................................303
处理术语 .........................................................................................................................308
练习：移除赘言 .............................................................................................................310
例子：避免陈词滥调 ..................................................................................................... 311
第14章 避免词汇选择、语法及拼写方面的错误....................................................... 315
本章要点 .........................................................................................................................315
常被误用的单词 .............................................................................................................315
常被拼错的单词 .............................................................................................................330
常见语法错误 .................................................................................................................331
不再适用的老规则 .........................................................................................................348
练习：深入细节 .............................................................................................................351
第15章 发布前的校对和测试......................................................................................... 352
本章要点 .........................................................................................................................352
确保良好的用户体验 .....................................................................................................353
至少将文案检查两次 .....................................................................................................355
了解在网页和邮件里需要检查的内容 .........................................................................355
学习校对技巧 .................................................................................................................363
练习：在发布前优化你的文案 .....................................................................................365
第6篇 资源
第16章 熟悉基础的网页编程......................................................................................... 370
本章要点 .........................................................................................................................370
HTML和XHTML ............................................................................................................370
粗体字和斜体字 .............................................................................................................381
特殊符号 .........................................................................................................................385
练习：破解代码 .............................................................................................................388
第17章 网站搜索引擎优化............................................................................................. 391
本章要点 .........................................................................................................................391
SEO基础知识 ..................................................................................................................392
SEO文案写作 ..................................................................................................................395
图片和视频 .....................................................................................................................412
例子：SEO关键词种子副本 ..........................................................................................414
第18章 了解基本的美国互联网法............................................................................. 419
本章要点 .........................................................................................................................419
网络内容创造者与法律 .................................................................................................420
毁誉 ................................................................................................................................420
版权 ................................................................................................................................421
商标 ................................................................................................................................423
形象权 .............................................................................................................................427
商业机密 .........................................................................................................................428
清单：你正处于风险中吗 .............................................................................................428
第19章 记录一份词汇表................................................................................................ 430
本章要点 .........................................................................................................................430
为什么要编辑一份词汇表 .............................................................................................431
词汇表里需要添加哪些内容 .........................................................................................432
如何维护词汇表 .............................................................................................................435
致谢................................................................................................................................ 438
参考文献.......................................................................................................................... 440
扩展阅读.......................................................................................................................... 444
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