Checklist for writing good web content

Why are you writing this text?

Readers are task-oriented. Always think about: What do I want to achieve with this text?

• What are users going to do on this web page?
• What task do they want solved?
• Will they find the answer in your text?

Title and lead text

The title and lead text should be meaningful and shed light on the subject. Remember that the title and lead text are decisive when a user searches for content and has to navigate a list of search results. Try to keep the title and lead text as short as possible.

Example:

Title: The researcher who went to the movies.

Lead: Kjersti Fløttum has taken research communication to a new level through the film “When We Talk About Climate.”

Structure

When the reader encounters the text, it’s important to give a quick overview of what the piece is about. Structure the text into paragraphs, with subheadings if needed, so it’s easier for the reader to navigate. Use the fact box to highlight important information, such as contact info, registration info, and similar. Bullet lists give a good overview and are reader-friendly. It’s also a good tool for you as a writer to help you keep things brief.

Links

• Links should be understandable, visible, and action-generating. This means: The link text must clearly describe where the link leads.
• Links should be easy to find on the page.
• Be clear when linking to external websites. Example: Provisions on insurance in connection with fieldwork and expeditions can be found in the Guidelines for Fieldwork in the Civil Service (lovdata.no)
• The link text should signal that the user can perform an action here (read, open, find)
• The links must work! Remember that it’s your responsibility to make sure links aren’t broken.
• Links should be written in active language. Write “Fill out the form,” not “Form about…”
• Links must be clearly marked if they lead to anything other than HTML documents. Example: Download the entire communication platform (pdf)

Images, illustrations, and videos

Images, illustrations, and videos can help make the content more accessible and interesting, and can make it easier for users to navigate and get an overview. Use images taken at UiB first and foremost, including to illustrate general themes. The main image on the page should be in landscape format.

For accessibility reasons, all images must be added with alternative text in the publishing tool. The caption should state who holds the rights to the image, and put the image into context.

All types of illustrations, such as videos, infographics, and diagrams, must be published in a quality and format that makes them accessible on all devices and to all users. Information contained in illustrations should also be possible to find in another way, for example as a lead text, a caption, or a table.

Write clearly

• Avoid long and complicated sentences. Keep it brief and use full stops.
• Use examples to make the text more reader-friendly and difficult concepts easier to understand.
• Say who does what. Feel free to use active language. Example: Training funds can be applied for through the HR department. New: You can contact the HR department to apply for training funds.
• Avoid unnecessary noun phrases that often make sentences longer and heavier. Example: A strengthening of students’ rights has been carried out. New: Students’ rights have been strengthened.
• Explain difficult words, expressions, and abbreviations.
• Avoid technical jargon, insider language, and legal terms.

Use good and relevant terms

For the page you create to rank high in search results, it’s important to use relevant terms. The title and lead text matter. Will the reader find the content using their search terms? Remember that users often use different words than the official terminology. We need to make it easy for them to find what they’re looking for.

Example:

Relevant documents

Content on uib.no is often based on official documents, such as circulars, university board matters, consultations, and similar. Many users will be interested in going directly to the source. So remember to link to relevant documents.

Read the text aloud and test it on others

It’s always a good principle to have several people read through content. Send the text to a colleague before it’s published.

Revision

The recommendation is to review published content twice a year for any updates and revisions.

• Is the content still relevant?
• Can any outdated or old content be deleted?
• Is contact info for individuals up to date?
• Do all the links on the page work?
• Are all documents attached to the page up to date and correct?
• Does any new content need to be created?