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Web Writing Tips
Web Writing Tips
Web writing isn't print writing. They require different approaches. Use these tips to organize your content more effectively and keep visitors coming back.
Style Guide
Style Guide
Use bold only for headings or minimal emphasis. Too much bold makes text harder to read
Use italics sparingly. Italics are difficult to read online use them for book titles or proper grammar styles
Never underline text unless it’s a link. Underlining non-links confuses users
Avoid all caps. Text in all capital letters is harder to read and looks unprofessional
Don’t overemphasize. Clear headings, short paragraphs, and bullet points provide enough emphasis
Skip exclamation points. Let your content stand out without extra punctuation
Content Structure
Content Structure
Use short paragraphs and bulleted lists. Large blocks of text overwhelm users
Make your first paragraph brief and clear
Start with the most important information (inverted pyramid style); put extra details further down
Add subheadings to clarify each section. Headings help users skim and scan for key information
Skip welcome messages. Get straight to the main content. Users want the information, not a greeting
Edit, edit and edit. Cut your text until only the essentials remain
Name pages clearly. Make page titles and navigation labels match and describe the page’s purpose (“Communications Office,” not “Welcome to Communications!”)
Place important links and information directly on the page. Don’t tell users to “use the links on the left"
Helpful Tips on Links
Helpful Tips on Links
Link directly to relevant information (programs, emails, faculty bios) so users don’t have to search
Use descriptive, contextual links, never “Click here.” Aim for links that are 4–8 words and part of the main sentence
Don’t use: For commencement information for graduating students click here.
Do use: Commencement information for graduating students is now available.
Avoid anchor (jump) links except on very long pages like FAQs. Most users prefer scrolling if the content is useful and easy to scan
Keep your content up to date. Outdated pages damage user trust and the college’s reputation. Set reminders to review and update information regularly
Use of Images
Use of Images
Choose a header image that matches the subject of the page
Use photos of people interacting, not just buildings. Images of empty exteriors don’t connect with most users, especially those new to campus
Ask the communications office for help placing images neatly in your content
Always check copyright permissions before using any image. When in doubt, contact communications@hampshire.edu
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