So, you want to create some online content for your website on UL.ie using the Basic Page content type.

Once you have analysed whether the content is needed, what the main goal of publishing it online is, where it is going to exist on your site, and gathered it together, it's time to create the page.

(If you haven't got that far, maybe go back a few steps. This guide on evergreen content might help you out.)

For a webpage to exist on UL.ie, the Web Team has determined that it must meet these six criteria. Think of it as a checklist — the final once-over before you hit 'publish'.

This guide is inspired by the University of Wisconsin-Eau Claire, which uses a similar list to ensure their web content is accurate, relevant and necessary. 

1. Title

Name your page appropriately so users can find it and know they're in the right place. A great page title is: 

  • Descriptive: Does it accurately describe what the page is about?
  • Concise: Does it get to the point in less than 60 characters?
  • Unique: Are you repeating the title of another page on your website or another UL.ie one?

2. Headings

 Headings are crucial for SEO performance and accessibility - but they also make your page more visually appealing and readable. 

Make sure your headings are:

  • Meaningful: Separate your content into chunks that make sense. 
  • Skimmable: At a glance, does it accurately describe the content provided below it?
  • The correct format and hierarchy: Use H1, then H2 for subheadings below that, then H3 and H4 in descending order. 

Never use bold, italics or underline instead of this format.

 3. Readability

There's no point in creating a page that instantly puts users off, so here are some tips:

  • Break up large chunks of text: Use headings or lists to make the content easier to read. Use a combination of different section types to add visual interest and add images.
     
  • Write in plain English: Use an online readability checker to make sure the reading level is appropriate.

4. Call to action (CTA)

Your pages need a clear goal, whether that's filling out a form, sending users to another resource or watching a video. This goal should be identified before the page is built, and the layout of the page should be centred around it. 

Make sure the CTA is clear and in the right spot on the page. Users shouldn't have to click any more than three links to find what they are looking for, so make sure your page isn't adding an unnecessary step to this process. 

Avoid saying 'click here', it's too vague and it's inaccessible. Check out our guide on using hyperlinks to ensure you're sending users where you want them to go in an accessible manner.

5. Findability

Make sure users can find your content by linking it to a main menu item (Log a call with us to request this) or by linking to it from another page.  

Ensure your page is associated with its parent group and the URL makes sense, making note of where on your site the information should be so breadcrumbs will help users navigate through your site. 

6. Brand

Ensure all chosen imagery is relevant and up-to-date, and avoid stock imagery. 

The voice and tone should be aligned with the UL style guide, and it can change depending on the audience. For example, how you speak to students should be different to how you would speak when outlining a staff policy. Finally don't forget to do one last spell check just in case.  

As always if you have any questions on content writing or anything else web-related please feel free to contact The Web Team on TopDesk