Writing for the Web
Domain name and URLs
Preferred scu.edu.au NOT http://www.scu.edu.au or www.scu.edu.au
email - not e-mail
internet - not Internet
While the SCU preferred style for SCU urls is to omit the www DO NOT omit the www from the urls of external sites. Some will 'pop' without the www and others will not. Always test that your urls work in your browser before putting them in any publication.
Web page titles
Titles are important as they are used in search engine results, bookmarks, history, tabs and social media as the link to the web page.
Write concise titles using keywords to identify the purpose of the page.
- Make sure the title for every page is unique
- Ensure that non-html content e.g. PDF, Word, Excel and PowerPoint document properties include an appropriate title.
Headings
Organise your content structure by grouping information paragraphs under headings using the appropriate level tag. H1 tag is reserved for page title. Major headings on a page will be a H2, with H3 as sub headings. H4 can be used (or set up) if a third level is needed.
Make sure your headings are meaningful by pointing out paragraph content. Include keywords in the beginning of your headings.
Content
Use keywords early in your page content. When users recognise keywords used in their search, they are more likely to stick around.
You may need to conduct some keyword research and compare with competition to select the right keywords to describe your subject.
Write concise, one topic paragraphs with the main topic in the first sentence.
Highlight important information using lists.
Keep sentences brief - 20 words or less.
Try for somewhere between formal and informal, avoiding jargon, using active voice.
Refer to our organisation as 'we' and 'our' and users as 'you' and 'your'.
Metadata
Remember to include title, description and keyword metadata properties in your web page and non-html documents including PDF, Word, Excel and PowerPoint documents if you want people to find them (see example screen shot).
Search engines display the description below the title link with searched keywords in bold. Users decide whether to visit your page based on the title and description. Keywords help the search function within our website locate content for visitors.
Updated: 15 April 2013