Web Content Best Practices

In the digital world, content is paramount. While a visually appealing design is important, the writing and imagery within it hold equal value. Effective web writing shares similarities with general writing but also requires adhering to specific rules and best practices for maximum impact.

Web Writing Best Practices

Lead with the Essentials

Web users are often distracted and impatient. They want immediate access to the information they seek. Therefore, each piece of content must quickly convey its purpose and prioritize user needs, allowing for quick scanning. After a brief introduction to set the context, dive straight into the content. If there's a requirement to feature certain content for political or strategic reasons, ensure it doesn't overshadow more relevant material.
Landing pages with minimal content should use stories and eye-catching elements to spark curiosity and encourage exploration.

Craft Relevant, Well-Written, and Well-Structured Content

Content that resonates with users improves both their experience and search engine rankings.

• Relevance: Ensure content addresses the user's query or task.
• Quality: Write clearly, with proper grammar, easy readability, and compelling prose.
• Structure: Maintain a logical flow with content matching the user's expectations, and code aligned with browser standards.

Understand Your Audience

Effective content strategy requires understanding your users' needs. Your audience typically falls into three categories:

• Explorers: Users without a specific goal, eager to discover more about your site. Pages for explorers should promote discovery, encouraging users to navigate non-linearly through your content.
• Information Seekers: These users have specific questions in mind. Content for them should be direct, concise, and helpful. Use clear headings, lists, and links to guide their search.
• Doers: Users with a specific task to accomplish. Content should be task-focused, with minimal distractions. Ensure forms are easy to complete, and actions are straightforward.

Proper Header Hierarchy

Adhering to the correct header tag order is essential for both user experience and SEO. Headers provide a visual hierarchy, making content more scannable. They also assist screen readers for accessibility. Use header tags correctly:
 
* H1
    * H2
    * H2
        * H3
* H1
 
*Note: Avoid skipping header levels and consider combining headings when necessary to maintain logical flow.

Use Lists Instead of Long Sentences

Use bulleted or numbered lists to break up dense blocks of text. Lists allow users to scan content, making it easier for users to absorb key points.

Leverage Quality Media

High-quality images and videos are integral to web content. Use professional, high-resolution images for key areas of the site, while smaller, less polished images can be used in secondary content. When selecting media, ensure it aligns with your site's message.

Write Compelling Titles

The title is often the first impression of your content. A compelling title can drive higher engagement.

• Creative: Make your titles intriguing and relevant.
• Engaging: Spark curiosity to encourage users to click through.
• Clear: Ensure titles are straightforward and contain relevant keywords for both users and search engines.

Maintain Consistent Voice and Tone

Your site’s voice and tone should reflect your brand personality. Consistency is key to developing a recognizable online presence. Yale’s Voice & Tone Guidelines include:

Helpful
Collaborative
Inspiring
Clever
Enthusiastic
Confident

Adapt these to suit the content’s purpose and audience.

Remember Your Audience

Web writing is ultimately for people, not just search engines. Always prioritize user understanding before optimizing for design or SEO.

Imagery and Media

Understand Your Visual Identity

Images and videos are pivotal to your website’s content. Choose media that resonates with your brand’s Look & Feel keywords (e.g., Innovative, Scholarly, Connected, Approachable). Use a mix of wide-angle shots and close-ups, prioritizing authentic moments and diversity.

Photography Guidelines

* Capture a variety of shots, from wide angles to close-ups.
* Focus on genuine, human interactions and emotions.
* Avoid overly staged photos, embracing creativity and risk-taking.
* Highlight diversity and contemporary relevance.

Search Engine Optimization (SEO)

SEO enhances your site’s visibility, helping it rank higher in search engine results. Good SEO starts with writing high-quality content that answers users’ questions.

SEO Tips

• Use keywords strategically: Incorporate primary and secondary keywords naturally into the title and content.
• Focus on the introductory paragraph: The first paragraph should summarize the content using relevant keywords.
• Check your SERPs: Ensure your page titles and meta descriptions reflect the content clearly, as search engines use these elements to display results.

Optimize Image and Document File Names

Use descriptive filenames for images and documents to enhance SEO. Apply consistent naming conventions to maintain clarity across a large website.

How to Improve SEO

• Create quality, well-structured content.
• Link relevant content together for easy navigation.
• Update regularly to keep content fresh and relevant.

Web Accessibility

Why Web Accessibility Matters

Web accessibility ensures that users with disabilities can perceive, understand, navigate, and interact with the web. It benefits everyone, not just those with disabilities, by improving usability.

Making Your Site Accessible

Follow the Web Content Accessibility Guidelines (WCAG) for a compliant site. These guidelines cover four principles: Perceivable, Operable, Understandable, and Robust, with testable success criteria for each.

Commit to Accessibility

Demonstrate your commitment to accessibility by maintaining an accessibility page. This page should include information on how your website addresses accessibility, resources available for users, and points of contact for those needing assistance.

Creating Accessible Content

• Transcribe videos and media.
• Use descriptive titles, captions, and alt text for images.
• Maintain proper header structure for screen readers.
• * Avoid acronyms unless clarified.

By adhering to these guidelines, you'll create a more inclusive, engaging, and SEO-friendly web experience for all users.