We encourage writing like a person. This can be difficult if your content is highly academic or technical. Follow these guidelines to make sure your site speaks to your audience, without losing important information or context.
Talk to the reader. For example, “you will,” “you can,” and “if you want more information.”
Use bulleted lists, headings, and short paragraphs to help readers digest the information.
Link to relevant sections using buttons or contextual links.
Avoid jargon and acronyms. Always spell it out, and avoid higher-ed speak at all costs.
You can optimize your site for search engines using keywords and page descriptions, and use proper labeling to make your site accessible to users with disabilities. We also have guidelines for punctuation, capitalization, numbers, and lists.