Georgina has more than fifteen years' experience writing and editing for web, print and voice. With a background in marketing and a passion for words, the time Georgina spent with companies like Sausage Software and cemented her lasting interest in the media, persuasion, and communications culture.

Georgina's articles

  1. Web Standards for Writers

    Remember the bad old days of all those “writing for the web” articles? Now, people writing for the web don’t just have other writers to rely on for advice—they have real, live standards to follow! Hooray! Here, I’ve pulled together some of those standards, and explained why they’re useful, and for what kinds of web […]

  2. How to Make Your Video Reach More People

    Marketers love online video. But few realize how a simple transcript can help their cause. Last week I won over a marketer who wanted to present her swanky, shiny, high-end company video on its own—without a transcript—using three little words: “Expand your audience.” From a brand perspective, she argued, she wanted the words to be […]

  3. 3 Ways to Show, Not Tell, with Text

    Showing people your product, rather than telling them about it, is a great way to engage potential users or customers. Last week we looked at some of the ways we can use rich media to do that. But today I wanted to look at how we can show people your product using text. Why use […]

  4. How to Show Your Product, Rather than Tell It

    “Show, don’t tell!” This, one of the more popular catch-cries of web marketers, is often used to justify the application of gratuitous multimedia to landing pages. The web sure does make it easy to show stuff through video and animation, and it’s true that well-placed, carefully used multimedia can do much to help communicate complex […]

  5. 5 Steps to More Scannable Lists

    It’s a golden rule of web writing: use lists to make your content more scannable. The problem is that using a list—ordered or unordered—in and of itself does little to make things much more scannable. As you can see in the screenshot below, a lot goes into making key pieces of text content literally catch […]

  6. What Are We Saying?! Reviewing Content in Context

    We all know the standard model for developing sites—and content: take a brief, consider possible solutions (you can call this “ideation” if you like), mock them up (layout, design, copy), test, refine, test, build. Along the way, there are points at which our stakeholders—clients, or our boss or CEO—will approve things, which helps us ensure […]

  7. Generic, Cliched Messaging … and How to Avoid It

    There are plenty of landing page cliches out there. And Land-book puts them all in one place for you to see. Flick through the site, and you’ll see more than a few design trends that startups are, clearly, adopting ad nauseam. Beyond that, though, you’ll see a few messaging trends, too. If you want to […]

  8. Make a Good Video Script Great in 5 Steps

    With YouTube receiving 1 billion unique visitors each month, it’s no wonder businesses are going crazy over video. A good video usually beats a written product demo hands-down, but there are all kinds of reasons you’d use a video on your site, from telling your brand’s story to pitching your business to potential investors who […]

  9. Formal or Casual? Getting the Language Right

    We all know our interfaces should talk in the language of our users. But what if that language doesn’t serve your business goals? This happens more often than you might think. And every time it does, the business needs to make some tough calls. But often they’re not sure how to make the right decisions, […]

  10. Link Text: Best Practices for Desktop and Mobile

    Last week’s discussion of text usage in flat UI design sparked some interesting comments, including this one, from Stew: “I think the lack of underlining on links is a widespread problem already – designers not wishing to spoil their typography work at the cost of an easily navigable page – so a good shout out […]