WRITING FOR WEB
Keep in mind that web users are task-oriented, and scan content to identify what they’re looking for rather than reading word-for-word.
- Craft page titles and subheadings that reflect the information they introduce.
- Use the inverted pyramid style of writing, displaying vital information at the top
- Break up text into easy-to-read chunks that are scannable.
- Clearly label headlines, buttons and links to make it easier for visitors to find what they are looking for.
- Keep sentences and paragraphs short, on-message and to the point.
- Create bulleted lists to keep information simple and parallel.
We have an organic personality; conveying it effectively is as important to our identity as our academics and our campus.
WPU is not:
- Excessively Competitive
- Ivory Tower
VOICE & TONE
When multiple authors are managing pages on a website, maintaining consistency can be a challenge. Following these guidelines will help ensure WPU’s voice is consistent throughout all pages of the site.
- Always try to anticipate and use the words our visitors would use, even if it’s different from our internal names.
- Involve the intended audience in the copy by using words like “you” and “your.”
- Craft content with prospective students in mind, consistently reinforcing why they should choose Peace.
- Remember that our website is primarily a tool for prospective students, so make sure to name or explain things in such a way to put them in context for new visitors.
- Be clear and to the point when writing about important topics.
- Ensure content is written in an encouraging and upbeat tone.
- Speak in conversational, involving language.
- Use of 1st and 2nd person voice as often as possible.
- Does it answer the questions a prospective student would have?
- Does it get to the point, or is the key message buried?
- Does it sound like something a person with our brand’s personality traits would say?
- When you read it out loud, does it sound even better?
- Is this appropriate for the intended audience, and does it convey the relevant aspects of our personality?
- Is this “on brand”?
- Does it create a positive impression of WPU to someone who might be unfamiliar with us?
- Do the headlines convey our voice and capturing interest, or are they simply labeling the content?
- Does it move beyond the functional and leave an impression that’s based on something emotional?