Content Guide
You can also view the full presentation: 10 Ways to Improve Your Web Content.
1. Know your users.
Provide useful information based on your users’ goals.
Why do people visit your pages?
- Information: What they’re hoping to learn
- Transactions: What they’re hoping to do
2. Be concise.
What can I absorb in about 3 seconds?
- Make it skimmable
- Provide simple, clear labels
- Avoid jargon
- Get to the point quickly
- Avoid filler and formality
3. Organize intuitively.
- Group content sections together into logical categories.
- Prioritize content based on your audiences’ goals.
- Primary content: gets most of front-and-center real estate.
- Related information: displayed prominently, usually to the right.
- Other information: the footbar, other right-hand widgets (usually news, your calendar, articles of interest, etc.
4. Emphasize keywords.
Click here to apply.
vs.
Find out how to apply.
BU welcomes international students from some 139 countries around the globe. Whether you’re interested in graduate or undergraduate study, our 16 schools and colleges have a variety of programs available. Click here for information on how to apply, or visit http://www.bu.edu/academics/degree-programs for details.
BU welcomes international students from some 139 countries around the globe. Whether you’re interested in graduate or undergraduate study, our 16 schools and colleges have a variety of programs available. Find out how to apply, or browse our programs for more details.
5. Format like a designer.
- Add structure: Use headings h1–h3.
- Use bulleted and numbered lists.
- Apply tables where appropriate.
- Allow for extra space. (This gives the eyes a rest and helps them skim more effectively.)
6. Build on substance.
Don’t just say you’re great; prove it.
7. Write with style.
- Be conversational. (Use BU’s brand voice.)
- Use an active tone and actionable words.
- Use the correct terminology.
- When in doubt, check BU’s editorial style guide or the Chicago Manual of Style.
8. Use meaningful visuals.
Users pay close attention to relevant photos and images. They ignore photos merely included as decorative artwork.
9. Embrace scrolling.
- Don’t write to the fold. It’s ok to scroll a few times to get to the end of a page.
- Combine short pages to make a longer, content-rich page.
- Prominently place:
- Page title
- Navigation to main sections
- A search field
- The value proposition (the Bulletin is another example)
10. Keep it up.
- Don’t let news or events feeds go stale.
- Any social media destinations should be active.
- Avoid language that will appear dated almost instantly.
- Evaluate, and re-evaluate:
- Is it useful information?
- Is it easy to skim?
- Is it pleasant to read?
Additional Resources:
- BU's editorial style guide for accurate terminology and consistent branding
- For topics the guide doesn't cover, the Chicago Manual of Style
- To explore user empathy in your writing, Mail Chimp's voice and tone site
A few BU examples:
- ENG's Aerospace Engineering page
- Networking + Interviews on the Center for Career Development's site
- The Admissions website—especially the BU Basics page for clean formatting and skimmable content
