Top 10 Things to Consider in Web Content
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Be user-specific
The CPS.edu user audience first and foremost is parents


What do you want users to remember?
Break it down into:
  • Primary message: if they only take away one thing, what should it be?
  • Secondary message(s): key points that support the primary message
  • Details: additional information (but, ask yourself if people actually want to know or if you are just trying to be comprehensive)

Audience + Message = Topics
Make sure all content is tagged with a topic that will help your audience find it


There are five main types of information.
Decide which type yours is and stick with that tone: Persuade, Inform, Validate, Instruct, Entertain


You can’t always have all of what you want
Trim down to the essentials


Remember microcopy
Microcopy is the small 3-10 words that may serve as a teaser to longer text, as the content on a link or button. It is different than an article title and different than a opening sentence. When creating content, identify if any microcopy is needed and write accordingly

Remember where content will be on the page
Most readers will only see what’s up top. Don’t save your most important information for the bottom. Start with your primary message


Target reading level for web content is 5th grade


CPS has different platforms for different purposes
  • cps.edu - is for the parents
  • the Knowledge Center - is for staff - our intranet
  • HR4U is for HR related information
  • not everything is appropriate for cps.edu. A lot of information that defines who your department is and what your department does may be better for the knowledge center


Break up longer content
Use images or pop-out quotes. But, as a rule, content on the web these days should be short and sweet
*Several key points based on information from the book: Content Strategy for the Web by Kristina Halvorson and Melissa Rach*

Write relevant content

​Our parents come to cps.edu because it is the trusted source for information about CPS, its programs, policies and procedures.  That should be the focus of all content:“How can I help the parents and students better understand how my program/department can help prepare them for success in college, career and life?”

Format

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  • Use lists instead of paragraphs. Lists are easier to scan than paragraphs, especially if you keep them short.
  • Limit list items to 7 words. Studies have shown that people can only reliably remember 7-10 things at a time. By keeping your list items short, it helps your readers remember them.
  • Write short sentences.  Sentences should be as concise as you can make them. Use only the words you need to get the essential information across.
  • Include internal sub-headings.  Sub-headings make the text more scannable. Your readers will move to the section of the document that is most useful for them, and internal cues make it easier for them to do this.
  • Make your links part of the copy.  Links are another way Web readers scan pages. They stand out from normal text, and provide more cues as to what the page is about.

Put conclusions at the beginning ​

  • Think of an inverted pyramid when you write. Get to the point in the first paragraph, then expand upon it.
  • Write only one idea per paragraph.  There is no need to show off our intelligence, it is about writing to our parents, not writing an academic paper.
  • Aim for a 5th grade reading level
  • Your page needs to be concise and to-the-point. People don't read Web pages, they scan them, so having short, meaty paragraphs is better than long rambling ones.
  • Use action words. Tell your readers what to do. Avoid the passive voice. Keep the flow of your pages moving.

Always, always, always proofread

​Proofread your work. Typos and spelling errors will send people away from your pages. Make sure you proofread everythingyou before you put it into the Service Anywhere.  Published errors and content mis-information are your responsibility.