Write to Your Audience

Focus your department's web page content to your audience.  Make sure they feel like you are speaking to them but not at them or a general group.  Make the conversation feel inclusive by using "you" and "your." This will keep users involved and let them know how they can benefit from your department's services.

Keep It Simple

Your department's content is very important, but keep the total word count fairly low.  There is not set rule for the maximum allowable number of words per page as each situation is different, but keep in mind that the longer the page the less likely the content at the bottom will be read.  Make the pages easy to read by using shorter paragraphs and separating ideas with headings to catch a user's attention. 

Keep Valuable Information at the Top

All content you wish to include on a web page should be important, but not all content has equal value.  Keep the most important information at the top for easy accessibility.  Readers typically scan web page content and rarely make it to the bottom of a long page.

Use Clear and Plain Language

Avoid the use of overwhelming technical and field-specific terms without proper explanation, links to simple background information, or easy-to-understand documentation.  Ensure that your content is accessible and readable by even the most casual of users. Web best practices say to try and write your content at an 8th grade reading level.

Stay Organized

Make sure your content flows naturally for the user.  Avoid jumping from one topic to another and then back to the original topic again.

Embed Links in Your Text

Avoid using URLs, "Click Here", "Link Here", and similar anchor text for internal or external links.  Embed the links in your text and use descriptive anchor text to keep the natural flow of your content.

Separate Ideas and Topics with Headings

Headings are very important for allowing users to skim your department's web pages for content that is important to them.

Keep Your Information Fresh

Stagnant and outdated information simply confuses users.  Review your department's web pages on a regular basis to ensure that only the most up-to-date and accurate information represents your department.

Avoid Duplication

It is very easy to duplicate information within your department's web pages.  You should avoid this practice.  Duplicating content only adds to your workload and introduces a greater risk of errors in your department's web content.  If you need to mention important information that exists on another page, simply provide a descriptive link to the page.

Questions

The Media and Communications Office is here to help. If at any point you need assistance with the content of your pages, feel free to contact Goldin Doles at (253) 573-2506 or via email.