Content Best Practices

Web Writing Guidelines

• Web Writing Best Practices

  Quality content has a purpose. Clarity also leads to better rankings in search results. The more accurately the content is written, the easier it will be for search engines to make sense of it. 

  • Audience-Centered: Content should be relevant and appropriate for the intended audience.
  • Clarity: Content should make sense and not include “fluff” or unnecessary information.
  • Scannability: Page content should be organized so users can quickly scan.
  • Readability: Content should not exceed a 10th grade reading level.
  • Brevity: Content should fit within recommended guidelines for length.
  • Links: Content should be findable and include logical paths to additional content.
  • Calls to Action: Most content should offer a clear next step. If there is not a clear call to action for a page, at a minimum, every page should have a purpose.
  • Accessibility: Content should be accessible for all audiences.
  • SEO: Follow SEO guidelines to ensure content is findable.

• Readability & Plain Language

  The information on our site should be easy to understand without our audience having to exert too much effort.

  • Use a 10th grade reading level as the gauge for readability – yes, even for a college website!
  • Write in plain, conversational language. Readability is key. Ex: "You'll learn" vs. "You will learn."
  • Long sentences and advanced vocabulary slow readers down. Plain language communicates information more efficiently.
  • Avoid internal jargon and acronyms that may not be familiar to all audiences. When unavoidable, define unfamiliar terminology.

• Length Guidelines

  When writing for the DeSales website, please follow these commonly accepted length guidelines:

  • Sentence: Should be no more than 15-20 words.
  • Paragraph: Can be as little as 1 sentence, but should be no more than five. Shorter paragraphs are easier to read, usually around 40-70 words.
  • Page: Should contain a word count of 300-700. Ideal maximum length: 500 words.
  • Headings: Should not exceed 8-10 words. 200 character max with spaces.

  Exceptions: Pages where the user requires informational content. This might be organized in tabs or expandable content components.

• SEO Guidelines

  Optimizing the website for search and accessibility guidelines ensures better search engine performance as well as ensuring users of all abilities have access to content and resources.

  Follow SEO Best Practices

  • Use proper meta titles and descriptions
  • Include alternative text on images
  • Make sure link titles are helpful
  • Use proper HTML structure — use heading tags properly and sparingly