Kilian, exercises 4 and 5

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I put forth some effort when I orginially completed these exercises, so I've posted them word-for-word.  First, are two revised writings from exercise four, followed by exercise 5, the review of three corporate websites.

Revising for the Web


1. If you go into the work force without a university degree, you’ll lose money.  You’ll be making only $1 million dollars over your working life. And you’ll be stuck in a boring, insecure job. 

However, if you do pursue a degree, you’ll have more job options, more rewarding experiences and millions more dollars over your lifetime. The bottom line is: the more education you have the more choices you have.

After graduation high school, you have several ways to earn a degree.  First, you need attend post-secondary courses at a university or community college. After a year or two, you can then:

·         Take  more university classes

·         Switch to a career program

·         Enter the workforce



Your initial years of study will improve your chances of getting accepted into a career program or getting a job.  Today, some career programs offer degrees as well.

Also, if you decide to transfer from a community college to a university, your courses will easily shift.  This option is also smart because most community colleges have lower tuitions than universities.  So, you’ll save money in your first years of education.

Today, most employers accommodate students.  Students can work and study part-time, and after graduation they can be sent back to school by employers for special job certification.

We can’t always get what we want.  But in this case you have the power to improve your future.  So do it!

Word count: 233 Readability: 8.2


2.  Although a website can act as an archive for printed work, most Web surfers aren’t looking for long documents, and don’t bother to read them.

            Web readers prefer to scan a screen of text for keywords and links.  They avoid scrolling.  To adapt to these styles, web writers use “chunks” of text.  A “chunk” is enough text to fill a screen and is no more than one hundred words.

            To make “chunks” from printed text you need to half the original text.  Then you should divide this text into two or three chunks.  Each chunk should be two or three short paragraphs, making your text easier to read through a computer screen.


Web writers also have three main jobs:

·         Orient readers

·         Supply information

·         Promote action

If Web writers fail in these tasks, readers will be driven away from their sites.  However, if they keep these principles in mind, they’ll create a site worth visiting and revisiting.

 Word count:156 Readability: 5.4


Analyzing Corporate Websites

On the web links page of the CD, you’ll find a number of corporate sites: companies, government agencies, charities, school districts, and universities. Select two or three comparable sites and write a brief review of each, using the criteria set out at the end of Chapter 3. Assume you are doing this on behalf of one of the organizations; your purpose is to identify the strengths and weaknesses of your own site in comparison with the sites run by your competitors.

     1.     Website:  FedEx          

Review:   The appearance is initially eye-catching; the graphics help convey a theme for the site.  Organization is clear and extensive, with tool bars along the top and bottom.  These also help explain the site’s purpose, because each heading on the tool bars is for a different action the audience can take. The site is also easily assessable and loads quickly.  However, the content of the site is a little confusing.  Although graphics were helpful on opening pages, the inner pages’ content seems to be in competition with graphs and boxes.  Also, the font-size is set smaller than needed.                                                                                                        

         2.     Website:  EcoScribeCommunications                                                              Review:   Here, the purpose of the site is very clear. That is, to gain business and cliental.  The sense of audience is pretty clear as well; the company is directing itself towards potentially clients in the business world, and makes good use of directly speaking to the audience and encouraging action from them by contacting them directly, as well as visiting sites on the blog to improve their internet marketing tactics. The graphics are simpler than the FedEx page and help divide content-related text from advertising text along the right side.  However, the pictures and designs didn’t seem to serve much of a purpose.  Organization is simple and clear, but the blog’s placement on a long, scrolling page seems to invite some kind of break. The contact information listed at the bottom helps convey a sense of orientation in connection with the content information listed at the top of the page.                                    

        3.     Website:                                                                 Review:   The purpose of this site is initially unclear because it lacks any title other than the name of the page, but its purpose can be deduced from the list of articles that comprises the site’s content.  However, the site is very obviously directed at an audience of Mercedes Benz enthusiasts.  The organization of the site exemplifies the idea of chunking in its headline, photo, text, link pattern.  However, this pattern extends into a very long scrolling page, which kind of defeats the purpose and effectiveness of the chunks.  Other organizational tactics, like the links to the right side of the page are very helpful and clear.  And although the list of articles extends very far down the page, the headlines for each do help break up the length.                                                                                                           


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