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Creating a web page is easy. Creating one that people can quickly understand, navigate and use takes a little more thought.<\/p>\n\n\n\n
When you create content for the UTC website, remember that most visitors arrive with a task in mind. They may be looking for a deadline, trying to apply for a program, finding a form, checking requirements or figuring out who to contact. Your job as a content editor is to help them get there as quickly as possible.<\/p>\n\n\n\n
Here are some practices that make a big difference.<\/p>\n\n\n\n
Before creating a page, ask a simple question:<\/p>\n\n\n\n
What should someone be able to do after visiting this page?<\/strong><\/p>\n\n\n\n Build the page around that answer. Important information and actions should appear early rather than being buried beneath introductions, history or organizational descriptions.<\/p>\n\n\n\n Instead of beginning with:<\/p>\n\n\n\n Welcome to the Department of…<\/p>\n<\/blockquote>\n\n\n\n Consider starting with what your audience came to find: programs, services, deadlines, requirements or next steps.<\/p>\n\n\n\n People rarely read a web page from beginning to end. They scan.<\/p>\n\n\n\n Make that easy by using:<\/p>\n\n\n\n A visitor should be able to glance at your headings and understand what the page contains.<\/p>\n\n\n\n Avoid links such as Click Here<\/strong>, Learn More<\/strong> or Read More<\/strong> when you can describe the destination instead.<\/p>\n\n\n\n Instead of:<\/p>\n\n\n\n To view the academic calendar, click here.<\/strong><\/p>\n\n\n\n Use:<\/p>\n\n\n\n View the Academic Calendar.<\/strong><\/p>\n\n\n\n Descriptive links are easier to scan, more accessible to people using assistive technology and give visitors confidence about where a link will take them.<\/p>\n\n\n\n Headings organize information. They aren’t simply a way to make text bigger.<\/p>\n\n\n\n Your page title is the primary heading. Sections underneath it should use heading levels in a logical order. Don’t choose a heading level because you like its size or appearance\u2014the website’s design should handle that for you.<\/p>\n\n\n\n Good structure benefits everyone and is especially important for visitors using screen readers.<\/p>\n\n\n\n Have a flyer? A Word document? A PDF?<\/p>\n\n\n\n Before uploading it, ask whether the information would work better as a web page.<\/p>\n\n\n\n Web content is generally easier to use on phones, easier to search, easier to update and easier to make accessible. Documents still have their place\u2014especially when something needs to be downloaded, printed or retained\u2014but they shouldn’t automatically be the first choice.<\/p>\n\n\n\n If the information is meant to be read online, make it web content whenever possible.<\/strong><\/p>\n\n\n\n Higher education loves acronyms, department names and terminology. Your visitors may not.<\/p>\n\n\n\n Write for the person who knows the least about UTC, not the person sitting in the office next to you.<\/p>\n\n\n\n Spell out unfamiliar acronyms the first time you use them, explain specialized terminology when necessary and use the words your audience is likely to search for.<\/p>\n\n\n\n If there is something you want visitors to do, tell them.<\/p>\n\n\n\n Apply for Admission.<\/strong> Don’t make visitors read three paragraphs to discover their next step.<\/p>\n\n\n\n Accessibility isn’t something that gets added to a page later. Editors contribute to accessibility every time they create content.<\/p>\n\n\n\n That means:<\/p>\n\n\n\n Accessible content usually turns out to be better content for everyone.<\/p>\n\n\n\n Copying the same information onto several pages may seem convenient\u2014until something changes.<\/p>\n\n\n\n Then someone has to remember everywhere it was copied.<\/p>\n\n\n\n Whenever possible, maintain information in one authoritative location and link to it from other pages. This reduces outdated or contradictory information and makes maintaining the website much easier.<\/p>\n\n\n\n Publishing shouldn’t be the last time you look at a page.<\/p>\n\n\n\n Before publishing, check:<\/p>\n\n\n\n\n
Write for Scanning, Not Reading<\/h2>\n\n\n\n
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Make Your Link Text Mean Something<\/h2>\n\n\n\n
Use Headings for Structure, Not Decoration<\/h2>\n\n\n\n
Keep Important Information on the Web<\/h2>\n\n\n\n
Don’t Make Visitors Decode University Language<\/h2>\n\n\n\n
Make Calls to Action Obvious<\/h2>\n\n\n\n
Request Information.<\/strong>
Schedule an Appointment.<\/strong>
View Degree Requirements.<\/strong>
Contact the Department.<\/strong><\/p>\n\n\n\nRemember Accessibility Is Part of Content Creation<\/h2>\n\n\n\n
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Don’t Duplicate Content Unless You Have To<\/h2>\n\n\n\n
Review Before You Publish\u2014and After<\/h2>\n\n\n\n