Users tend to scan content on webpages rather than read every word. strath.ac.uk also has viewers of different ages, reading levels, learning abilities and languages. That's why it's really important that we write our content in simple, conversational language that's accessible to all users, regardless of age or ability.
Context
Before creating your page, make sure you have a clear idea of:
- who the page is for
- why the page is necessary
- what the page is going to say
You should assume anyone who visits your page knows nothing about the subject of your page, and write your content based on that assumption.
Paragraphs
Limit your paragraphs to one idea each, and keep your sentences short. This will help the user easily scan through your content.
You should also structure your paragraphs from the most important information at the top of the page, to the less important as your content progresses down the page:
- what does the user absolutely need to know?
- what's nice to know?
Language
As we've already mentioned, our users come from many different backgrounds, different countries, speak different languages and have different levels of reading ability. This is why it's so important to use simple language and without jargon. We must make our content accessible to everyone who accesses it.
Tone
Keep written content conversational in tone, with a focus on our expertise and professionalism. A good rule of thumb is to write as you'd speak, and read your content out loud back to yourself - if it's a struggle to read out loud, it should be simplified further.
Picture our audience – everyone from school pupils, to funders, to other academics – and write as though you're talking to them with the authority of someone who can actively help.
All of our audience groups should understand our content. Remember that we have a global audience. Use language that is easy to understand and jargon-free.
Contractions
Use contractions. We use them when we speak and they make text easier to scan. So, for example, use 'we're' instead of 'we are', or 'they're' instead of 'they are'.
Acronyms
Here at Strathclyde, we love an acronym - you know we do! However, most of our users don't know what they mean. So, always ensure you refer to an acronym or abbreviated title in full before introducing them:
- Electronic & Electrical Engineering (EEE)
It helps content to be ranked higher in search engines such as Google. If you put in acronyms such as RUK, PGR, PGT, UG, SBS, HASS, MIM then Google may not recognise their meaning.
A few exceptions are where acronyms or abbreviations are well known, for example, UK, MSP, VAT.
Don’t use an acronym if you’re not going to use it later in the text.
Hemingway App
Hemingway App is our FAVOURITE helper when it comes to writing content. It analyses your sentences, highlights lengthy sentences, lets you know if they're too complex, points out errors, and suggests alternatives for where something could be made simpler.
It's a fun challenge, and a great help to make your content simple, clear, and concise.
Grammarly
Grammarly is a free writing assistant you can add to Google Chrome. It's an extra step to help keep your sentences in check.
Headings
Headings are a great way to break up a page. They help a user easily scan your content and bring clarity to the structure.
Your headings should follow a hierarchy too:
H1
This is your page heading, usually found within your image.
H2
This is the first heading you'll use on your page. Use an H2 every time you use a heading to introduce a new subject.
H3
You'll use an H3 as another heading underneath an H2, when still talking about the same subject.
H4
You'll use an H4 as another heading underneath an H3, when still talking about the same subject.
H5
You'll use an H5 as another heading underneath an H4, when still talking about the same subject.
Accessibility
We have both an ethical and a legal responsibility to ensure there are no barriers for anyone to access content on our website.
So, here are a few things to remember:
- don’t use italics - they can be hard to read for some users
- don’t start a link with directional text, for example 'click here for more information'
- the link must inform the user of the purpose of the link without requiring the surrounding text to provide context
- correct link text: Search for undergraduate courses
- incorrect: To find undergraduate courses click here
Read our top tips for making content accessible.
Layout
The layout of your page is just as important as the language of your content. As mentioned, it should be structured with the most important information at the very top of the page, with the rest of your content arranged from most to least important as the page progresses.
Things to remember:
- don’t paste content into T4 straight in from Word - it can add extra HTML code that changes things like the font style, size or colour. Paste your content into Notepad first, then paste it from Notepad into T4
- use paragraphs - users scan for information. Breaking up text into paragraphs helps people to find the content they want
- use headings in order of importance - headings are another great way to break up content
- break your page up using different content types and text formats, for example block grid items and breakout-box or standout-text
- news and events items should be a heading and a sentence linking to a larger article. It shouldn't have multiple links within the headline and sentence
Images
Images are what brings your content to life. They should be relevant to your content, and you must have permission (via license or consent form) to use them.
Images must be cropped and resized before adding them to your webpages - all the sizes for each template are detailed on our content type guides.
Top tips:
- follow our guide on editing images for use on web
- when adding an image to the T4 media library, include image dimensions in name and keyword fields. Also include a description
- also, choose 'image' in the 'media type' field – not Image and Thumbnail