Writing for the Web

The perfect message lives or dies by it’s organization.

When it comes to any page, from a Department Page to a Program Page, the user experience should always be at the top of your mind. The page exists for them—to help them find the information they need and to make that process as easy as possible. 

• When you’re first brainstorming your pages you need to take a second to understand who your audience is. Are they prospective or current students? Alumni or members from the community? Or is your page directed more toward faculty and staff?

There will be some pages out there that can hold all of these different audiences at the same time—and that’s great. But, more than likely, you’ll have one or maybe two groups that will be your primary audience. 

Here’s a few things to keep in mind about pages on Cascade: 

• A page on Cascade is like a drawer for silverware. (Hear me out). You don’t have a single drawer for forks and one for knives. Instead, you put all of your silverware together in a silverware organizer or tray, and put the tray inside the drawer.
  
  Everything’s logically in its own place and you (the user) get to decide what exactly it is you need. A page on Cascade works in a similar way. For example, an “About” page can include relevant history, events, faculty, and related programs—no need to create separate pages for each.
• Pages should have a logical flow from beginning to end. At the start of a page, the user knows very little about the page’s subject. By the end, they should know a lot more. This may sound like a no-brainer, but it should be stated none-the-less.
  
  If you keep in mind how the modules and headers can work together, you’ll realize that Cascade is built to help you create this flow. 
• Each page should have a purpose. There are some pages that may simply exist for informational purposes, to inform students about times and locations, to let researchers know about the exciting work our faculty is doing.
  
  You may realize that your page also has an “Ask” or a Call to Action (CTA). Examples of this include the “Apply Now” button on our program page, or the “Make a Reservation” link for Lenoir Dining.
  
  Make sure you know exactly who your page is for and why it exists. You may find that the page isn’t needed at all, or that there’s a better way to get information to your audience, like through in-person meetings, a shared box folder, or a newsletter. 

A diverse audience requires agile story telling. 

A university website faces a challenge – it needs to cater to a wide range of users with very different needs. You’ll face any number of moments in which you need to figure out who exactly is going to view your page. 

Here's a breakdown of the typical audience segments for a university website:

• Prospective students. This is a primary audience, further segmented by program (undergrad, graduate, transfer, international), interests, and level of decision-making (high schoolers vs. working adults). More than likely, they're looking for info on programs, admissions, campus life, and financial aid--the brass tacks that will help them apply to Ole Miss.
• Current students. Another prime audience, possibly segmented by year, major, or even interests (athletes, international students). They need info on academics (course registration, grades), student life (clubs, events), and campus resources (health center, career center). This is where departments and school sites carry a lot of the weight.
• Parents. A secondary audience who influence prospective students. They care about academics, safety, campus life, and cost (tuition, fees, housing).
• Alumni. A valuable group for donations and engagement. They might be interested in news about the university, career opportunities, and alumni events.
• Faculty and staff. Internal audience needing access to university resources (policies, benefits, online tools), department information, and professional development opportunities.
• General public. This could include researchers, journalists, or community members. They might be looking for information about research projects, public events, or facilities available for rent.

Build pages with the user experience in mind.

• When building a page you need to have the user at the front of your mind at all times. You should always be asking yourself, “Is this the best way to present this information?” 

Here are some best practices to keep in mind when trying to organize your pages.

Structure with the inverted pyramid

A good way to think about web copy is to imagine an upside-down pyramid, resting on its point. Your web page starts at the widest part which contains the most general, attention-grabbing information.

This is where you hook the user and introduce your topic and or the purpose of the page. Each level below narrows down to increasingly specific details that build upon the foundation laid above.

• Start broad. Use the opening paragraphs (e.g., the handshake/HTML) to introduce the topic in clear, concise language. Avoid jargon and technical terms at this point. You want to grab attention and let the user know they’re in the right place. 
• Introduce key points. Briefly mention the main points you'll cover to give users a roadmap of what to expect before they dive in. This may seem a bit clunky to the artists out there, but for the user it can be super helpful. 

Progressive disclosure

Not everyone needs the same level of detail. Your page may have multiple audiences--the top of your page should keep that in mind. Don’t start talking to one audience group while leaving the other out.

• Start with the basics. Focus on presenting the core concepts in a clear and understandable way (see below on headings and subheadings)
• Offer deep dives. For those who want to delve deeper, provide additional resources like links to more detailed articles or downloadable white papers.

Chunking and scanning

Let’s be real. People tend to scan web pages rather than read every word. Don’t fight it. Just go with the flow. You can do that by chunking information and creating scannable text.

Here’s how:

• Keep paragraphs short and sentences and words simple. Aim for 3-4 sentences per paragraph for easier digestion. You should also strive for a 6th-7th grade reading level (according to Web Content Accessibility Guidelines). You read that correctly. Write for the general audience, that way, you don’t leave anyone out and everyone wins. 
• Bullet points and lists. Break down complex information into easy-to-read lists for better scannability. This doesn’t mean that you should simply slap a bulleted list down and call it a day. Introductions and contexts matter and can make the reading experience easier. Check out Axios News and Smart Brevity for some great examples. 
• Bold important text. Bold keywords or phrases to highlight key points for those who are quickly scanning. Be careful here. If you don’t pay attention, you might realize your page has started to look a bit like a dalmatian. Use bold sparingly and you’ll do just fine.

A Call to Action (CTA) on a webpage is like a persuasive tour guide, nudging visitors towards taking a specific action. It tells them exactly what you want them to do next, whether it's subscribing to a newsletter, applying to a program, making a donation, or something else entirely. 

Here's how CTAs work and how to craft effective ones:

• Grab attention. A strong CTA stands out visually and sparks interest. It should be clear, concise, and use action verbs.
• Communicate value. The CTA should clearly communicate the benefit the user gets from taking the action. Why should they click that button?
• Reduce friction. Make it easy for users to take action. The CTA button should be functional and lead to the intended destination.

Best practices for effective CTAs

Not all CTAs are the same, but here are a few best practices that will help you create perfect CTAs that engage users. 

• Specificity is key. Instead of a generic "Click Here," use action verbs like "Download Now," "Subscribe Today," or "Learn More."
• Positive framing. Focus on the positive outcomes users will gain by taking action.
  Benefit-driven text. Clearly communicate the benefit the user receives by clicking the CTA.
• Scarcity and urgency. Limited-time offers or limited quantities can create a sense of urgency and encourage clicks. However, use this tactic strategically to avoid seeming gimmicky.

Make sure you format your buttons correctly. A Call to Action usually requires a link or a button. If using a button, make sure you format it correctly. Learn about formatting buttons correctly.