WEB EDITOR & AUTHOR GUIDE ZOOS VICTORIA

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Page 2Writing for our siteZoos Victoria brandpersonality and key themesThe Zoos Victoria brand personality sets out how we wantto be viewed by the public and our stakeholders. It should bekept in mind when drafting content or adding images to thewebsite to make sure that everything the public sees is in linewith the brand of Zoos Victoria, Werribee Open Range Zoo,Healesville Sanctuary or Melbourne Zoo.The Zoos Victoria brand personality is:Just – We treat animals with the dignity and respectstemming from a heartfelt kinship.Brave – We introduce ground breaking new thinking toprotect wildlife around the world.Inspiring – We make you feel connected to wildlifethrough close and interactive encounters.Optimistic – We inspire people to undertake boldconservation initiatives, big and small, that make a longlasting difference. This trait is shared with all three ZoosVictoria properties.Sociable – We create experiences that bring people closertogether. This trait is shared with all three Zoos Victoriaproperties.The Werribee Open Range Zoo brand personality is:Majestic – Here you’ll be surrounded by the magnificentanimals that live in the wild open ranges of the world.Adventurous – Come and enjoy the dramatic savannahlandscape in close proximity to your place.Free – We encourage giving yourself up to the exhilaratingpower of nature.The Melbourne Zoo brand personality is:Worldly – We help you get up close with the exotic wildlifethat live in some of the world’s most hidden habitats.Edgy – We are the beating heart of the wildlifeconservation movement right at the centre of Melbourne.Eclectic – We host and celebrate wildlife and cultures fromthe four corners of the world in one place.The Healesville Sanctuary brand personality is:Pure – We help you get up close with the shy creaturesthat live here in the wilds of Australia.Spiritual – We are a haven for wildlife immersed in thebreathtaking beauty of the Australian bush.Thrilling – We offer the thrill of serendipitous encountersrevealing the hidden secrets of the bush’s ecosystem.Key messages to emphasise when drafting and publishing webcontent are:xxWhat WE are doing to help fight extinction.xxWhat THEY can do to help or get involved with fightingextinction.
Page 3Writing for our site (continued)Basic web writing principlesWeb text should be short, simple and conversational. Visitorsto websites tend to scan pages for text and read only the firstfew words in a paragraph.Be clearxxWrite simple direct sentences.xxProvide one concept or idea per paragraph.xxPut the most important information first in a sentence andin the first sentence of a paragraph.xxUse carefully chosen keywords.xxAvoid clichés and jargon such as ‘WORZ’ or ‘learningexperiences’.xxAvoid use of capitals which increase the formality of thetext and interupt the flow of reading. Use capitals onlywhen required in the Zoos Victoria Editorial Style Guide.Be concisexxKeep sentences short (aim for 25 words or less).xxGroup content where possible into lists and dot points.xxUse descriptive headings and subheadings to break up text,make content scannable and help with getting contentfound by search engines.xxBreak text into small sections.Be correctxxUse correct grammar and spelling.xxSpell check all content in Australian English.xxCheck content using the Zoos Victoria Editorial Style Guide.xxProofread your work or ask someone else to edit it.xxCheck the accuracy of information – in particular times,dates, costs and phone numbersEditorial styleThe Zoos Victoria Editorial Style Guide sets out standard rulesfor preparing text. For issues not covered in the guide, usethe current edition of The Australian Government PublishingService Style Manual for Authors, Editors and Printers.Use the Zoos Victoria Editorial Style Guide for the correctformatting of dates, numbers, animal names and telephonenumbers as well as a range of other conventions.Variatons• Times – express times with a colon such as 9:00am. Manypages have booking tables and this helps to distinguishtimes from costs in these tables.Tips to keep in mind• When writing about animals: address why an animal is atthe Zoo in relation to species conservation. Think: wonder,cherish, conserve and tone down any suggestion of animalsas entertainment.• When writing about visits: the key themes are ‘connect,understand, act’ – each encounter and event should have aconservation message (to learn) and action attached.• Refer to individual animals as ‘they’ where possible (avoid‘it’) and to the zoo as ‘we’. Avoid using ‘that’ as a relativepronoun for individuals – using ‘who’ is more appropriatefor sentient creatures (like us!): e.g. ‘Jack is a lion who lovesto play with his brothers’.Be consistentxxUse a consistent style, approach and tone. Look at existingpages on the website as templates.Be coherentxxMake each page as self-contained as possible with logicallinks to other pages. The content on each page must standalone, as a web user can access pages out of context.xxTarget your information to the audience.xxImagine you are talking to the audience and read yourcontent out loud to test conversational tone.
Page 1: WEB EDITOR &AUTHOR GUIDEZOOS VICTOR
Page 5 and 6: Page 5Creating web pages (continute

WEB EDITOR & AUTHOR GUIDE ZOOS VICTORIA

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