Web Guide - Writing for the Web

OU Web site writing should follow The Associated Press Stylebook. Write for online, not for print. A wall of text is deadly for an interactive experience - not to mention tough on the eyes. To draw users into the text and to support scan-ability, use well-documented procedures:

• Subheads
• Highlighted keywords
• A simple writing style

• Bulleted lists
• Short paragraphs

The general rule for translating text from print to Web is to cut the text in half and then try to cut it in half again. Emphasize what your college or department offers and how you differ from competitors at other universities.

Avoid writing in “university-speak”. It leaves little impression on prospective students:

• Applicants who wish to matriculate from a two-year institution should contact the registrar and fill out a FAFSA …

Keep columns within reasonable pixel or percentage widths to maximize readability, especially for large monitors with high resolutions.

OU colleges and departments must review and update content regularly to maintain accuracy.

• Review contact and deadline information every semester.
• Check all site links at least quarterly; monthly is recommended.
• Immediately remove outdated pages and content.
• All pages must have a last revised date.

All Web content is expected to use accurate, standardized information on enrollment, research funding, number of faculty, number of buildings, acreage, finances, etc. This information is available from Institutional Research and Public Affairs.

• Institutional Research and Reporting: www.ou.edu/provost/ir
• Public Affairs – OU Facts: www.ou.edu/publicaffairs/home/main/ou_facts.html

PDF is great for printing and distributing manuals or other large documents. Reserve it for this purpose and convert any information that needs to be browsed or read on the screen into Web pages since they are more accessible.

Always open PDF and other non-Web documents in a new browser window. Warn users in advance that a new window will appear and provide a link to download the plug-in.