Web

A website is the cornerstone of any modern marketing and communications strategy and it is a powerful tool to for delivering current, reliable information. Below you will find some best practices for creating content for your website.

For information on how to build a site on the UCSC WordPress platform, policies and support go to websites.ucsc.edu

Best practices for creating effective web content

In academia we serve many different audiences: Prospective students, current students, local community, public officials, alumni, and the greater campus community. A strong website structure, combined with regularly updated content, ensures your audiences gets the information want and will help you meet your goals.

Updates should be posted promptly, with priority information—like registration changes, tuition updates, or event details—prominently displayed. Integrating features like calendars, FAQs, and announcement banners can further streamline access to critical info. When visitors trust that a site is current and credible, they’re more likely to return regularly, freeing up staff time and creating greater effeciency.

1. Write for your audience: Understand who you’re trying to reach and tailor your language, tone, and content to meet their needs and expectations. Avoid jargon unless it’s common for your audience.
2. Use clear, concise language: Web readers scan more than they read, so make your point quickly. Break up dense text into short paragraphs, bullet points, and subheadings.
3. Lead with key information: Use the “inverted pyramid” style—put the most important facts and messages at the top, with supporting details following.
4. Incorporate strong calls to action (CTAs): Whether it’s “Learn more,” “Get involved,” or “Contact us,” guide users toward meaningful next steps.
5. Optimize for search (SEO): Use relevant keywords naturally in headlines, subheadings, and body text. Include descriptive alt text for images and metadata for pages.
6. Make it scannable: Use formatting—headlines, bold text, and white space—to help users quickly locate what they need. If it’s too dense many people will move on.
7. Keep content updated: Outdated content damages credibility. Regular reviews ensure accuracy and relevance. Create and track places on your site that need tending too more often than others so you don’t have to go through your whole site. Plan for an annual review of content that is more evergreen.
8. Be accessible: Follow accessibility guidelines (like WCAG) to ensure your content is usable by people with disabilities. This includes readable fonts, proper contrast, and descriptive links.
9. Use multimedia wisely: Videos, images, and infographics can increase engagement but should support (not distract from) your main message.
10. Don’t decorate your pages: There is no need to fill every part of a webpage. White space provides relief to the readers. Photos are most appropriate when they compliment the content so a heavily technical page (these pages are often deeper in the site) don’t require pretty pictures.