Web Writing Best Practices

Content Structure

Content on a web page should be easy for a reader to scan in order to find specific information he or she is looking for.

Headings

Headings serve as guideposts for the reader. Use them liberally to help the reader navigate the page’s information.
- Every header should have text underneath it. There must be at least one sentence under an H1 before an H2 is used.
Headings must be used in order. For example, do not skip from an H1 to an H3.

Content and Links

Keep paragraphs short—they should not extend more than 4-5 lines when viewed on a desktop computer.
Keep sentences short. Complicated sentences and flowery text don’t serve the user. Be as clear and direct as possible.
Keep in mind your users for whom English is not their first language. See http://thecontentwrangler.com/2016/02/02/how-global-is-your-english-8-ways-to-keep-it-simple-and-save-big/ for more.
Every page of content should include metadata: unique title, unique descriptions, and 3-5 primary, relevant keywords.
Incorporate links within the body of your text.
- Avoid linking words like “click here.”
- Instead, use: “The LBJ School offers a number of portfolio programs through the Graduate School.”

Voice and Tone

The LBJ School’s voice is authentic, human, and approachable. Our priority is communicating information about what makes the school different and positioning it as a forward-thinking and agile center of thought and learning.

The LBJ voice is:

Approachable, but not informal
Authoritative, but not condescending
Aspirational, but not lofty
Academic, but not ivory-tower—we’re thinkers AND doers

The particular tone any communication takes is dependent upon its specific audience and situation. For example, the tone of a communication meant for prospective students will be different than that meant for an alumnus/alumna or donor.

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