Reference this document as you develop content for your Hub or web pages. There are several sections, so keep scrolling.
Available To
Employees and content owners.
Getting Started
Use this template to draft your content. The template will walk you through important considerations for creating page structure and providing a good user experience.
Download Page Template for Web
Page Title
The title of your page is your Heading 1 (H1). There is only one H1 heading on a page.
H1 is the primary heading and title for the page. H2 is a subheading and supporting point. H3 is a subsection or list item under an H2. H4 is a subsection or list item under an H3.
Headings
Use headings to organize and "chunk" content, making your page easily digestible and skimmable.
- Maintain a hierarchical structure by nesting headings.
- Avoid using headings to emphasize text.
- Do not add bold or italics to headings.
- Use Title Case for headings. Do not write in all caps.
- Avoid placing headings directly next to each other.
Content
Display important information prominently, follow the example in the provided template.
To enhance readability, use simple, concise language, which is more effective than complex content. Aim to keep your text brief and straightforward, making it easy to scan.
To check readability, try the free Hemingway Editor tool. A Grade 9 reading level is ideal for most audiences. Learn more about readability best practices.
Voice and Tone
Audiences expect us to have a single voice and tone.
- Warmth: Keep the tone friendly and supportive.
- Pace: Maintain a brisk pace. Use active language.
- Formality: Use a conversational style to keep the language inviting.
- Person: Use the first (I/we) and second (you) person to connect with your audience.
Emphasizing
Use bold text for strong emphasis. Italics are a subtler way to emphasize text. They are useful for acronyms (e.g., CCE for Community and Corporate Education), books or article titles, and for a lighter emphasis than bold.
A Good rule of thumb is to start with italics. If that doesn't feel right--kick in the bold.
Do not use underlined text. Underline text is reserved for in-text links. Bold or italics for emphasis are preferred.
Do not CAPITALIZE phrases, nouns, or verbs. Use bold or italics to add emphasis. There is an occasional exception to this rule when using: and, or, not – often paired with bold. For example: Whatever you do, do NOT overuse capitalized text.
Ultimately, you want to minimize the use of emphasis in your writing. A common idiom in web content creation is, “If everything is important, then nothing is important.”
Lists
These practices make lists clearer and easier to follow.
- Bulleted (unordered) lists are preferred in most cases.
- Use numbered lists only when sequence matters.
- Keep list items uniform in length and style.
- Avoid nested lists; use sections with headings.
Images
All images require an alternative (alt) tag for accessibility. If using an image on your page, provide the URL or image file and include a description for the alt tag.
Calls-to-Action (CTA)
CTAs are crucial to your web content and are usually represented as buttons with some action text. They should take you to the next step, such as a form, an email, etc.
Ideally, there should only be one CTA per page.
Multiple buttons can be okay if they follow a theme and allow users to select an option. However, it is best to avoid having varied CTAs, like email an advisor, sign up for a campus visit, apply today, etc., all on one page.
To represent a CTA in your writing, have the action text appear in its own paragraph / line, bold the text, link it if you know the destination, and finally add double >>greater than to the end.
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Next Steps
If you've read this far, you are ready to create your page content.
- Use the page template provided to draft your content.
- Submit a Web Services Request form and attach your page-adapted template.
Not ready? Read more about Readability Best Practices.