Skip to main content

Web Content Creation

Creating content for the web is different than creating content for print. These guidelines can help you create effective content appropriate for your website.  

Focus on Formatting

Your user is scanning your page for information. Make sure you are putting the information they need right in front of them in the ways they need. 

  • Divide your content into one topic per paragraph. 
  • Use a descriptive header (as well as eyebrows and sub-headers) to describe that content using keywords that are easy for the user to understand.  
  • Use numbered or bulleted lists to make your content easier to understand. 

Keep it Short

Write short paragraphs (and sentences) and omit all unnecessary words. Use dashes rather than semi-colons or even better, break those sentences into two.  

Write Simply and Clearly

Your audience is looking for information, so you need to easily provide it for them.  

  • Don’t use jargon or abbreviations 
  • Stay active, not passive
  • Simplify the technical  
  • Use words your users will use (which will also help with optimize your content for the search engines)  

Use Branded Messaging and Style

Remember that everything you put out represents Cal Poly. Remember our brand messaging, stay on voice and tone and use our style-guide to ensure that you are following our editorial standards.

Write in the First or Second Person

Using the first or second person keeps the content more approachable. Remember, you are speaking to the user (“you”) directly from Cal Poly (“we”).  

Use Your Links Well

If you mention something, link to it. Don’t make people search. Use part of your sentence or phrase as the link and avoid the infamous “click here” within your text.

Calls to Action 

Your calls to action should command attention. In order to ensure accessibility, avoid generic terms such as "learn more" or "click here." Short, actionable and descriptive text such as "read our newsletter" or "see learn by doing in action," are much more valuable to your user. (A good trick is to start with a verb and include key words.)

Put Important Information First

Start with your most important information at the top of the page and dig down into details later on – or better yet link out to that information on more lengthy pages deeper within your site. 

Use Visuals 

White space allows you to visually separate your information. Images, graphics or videos can do the same and can make complex ideas easier, but make sure they are relevant and on brand. Make sure that everything remains accessible and you optimize your images. 

Optimizing Images

Your images need to be sized correctly for your website. If you are downloading images directly from Photoshelter, you will need to resize your image to the correct aspect ratio (which will vary) and resolution (typically 72dpi). You also may choose to use an online image compressor to shrink images to the minimum possible size while retaining quality. When using graphics or images, make sure you are also entering alt text information.