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Apply User-Centered Web Writing Best Practices
Great web content is more than good writing. It combines content strategy, accessibility, usability, and information architecture to help users find, understand, and act on information quickly and confidently. By focusing on audience needs, search intent, and task completion, we create content that works for everyone.
This guide will help you to write for people first. When content answers user questions, uses clear language, and connects related information, it becomes easier for users, search engines, and AI-powered search tools to understand and surface the right information at the right time.
Web Writing Best Practices
Accessibility Is Good Usability.
Accessible content makes it easier for everyone to find, understand, and use information. Practices such as descriptive headings, meaningful links, plain language, alt text, keyboard navigation, sufficient color contrast and captions remove barriers for people with disabilities while improving the experience for all users, including those on mobile devices, with temporary limitations, or in challenging situations. Good accessibility is simply good usability.
Keep Copy Short and Scannable.
People read websites with a tendency to scan and skim. Copy should be written in short sentences and short paragraphs that help users accomplish a task. Copy should be chunked and easy to scan with the most important information first.
Use:
- Headings
- Lists (bullet or numbered)
- Short paragraphs
- Plain language
- Chunking information
- Bolded text/words (not full sentences)
One user need, one page.
When adding pages to the MSU website, remember: one user need, one page. Keep content focused on helping users accomplish a specific user goal or task. If a page starts covering multiple topics, audiences or tasks, consider separating the content into related pages.
Avoid creating unnecessary pages that force users to click through a long chain of content to complete a single task. Related information that supports the same user goal should stay together and be organized with clear headings, lists and content chunking.
For example: An undergraduate admissions requirement page should include all information students need to determine whether they are eligible to apply. However, detailed information about how to apply, application deadlines and next steps after submitting an application should live on separate pages because they support a different user task. The pages should be clearly linked so students can easily move through the process.
It depends on the type of page, but a basic rule of thumb is to aim for 300-800 words per page.
User Questions, Search Intent and Related Topics.
Before writing web content, consider what your audience is trying to accomplish and use evidence-based content decisions. Review common user questions, site search data, analytics, support requests, feedback and any user research to help guide content decisions.
Submit a website content update ticket for the web team to pull quantitative analytics using university tools.
Organize content around user questions, search intent and related topics that help users understand the subject. Use audience centered words (not internal higher education words), answer common questions directly and connect users to related information.
When appropriate, link to related content that helps users continue their journey and supports a single source of truth for information.
Examples of user questions:
- How much does college cost?
- What are the admission requirements?
- When should I apply?
- What can I do with this degree?
- How do I get help with math or writing?
Conversational Writing and Active Voice.
Write in conversational, yet professional, language that your audience would use. Your copy will be clearer and help users accomplish their task. SEO opportunities will also increase because your copy will align with how your audience is searching.
Try using questions, pronouns (“you” and “we”) and active verb tense (“the board passed legislation” vs. “the legislation was passed by the board”) to ensure your copy is clear and concise.
If you have a call to action on the page (request info, contact us, apply now) make sure your copy includes descriptive links to complete the action along with prominent buttons that users can easily see and click.
Don’t bury the call to action at the bottom of the page.
Writing for Students
Write from the Student’s Perspective.
The user’s perspective is central to content design. Students don’t absorb information like higher educational professionals do, so keep them first as you’re writing. Think of what they want to see, questions they have and what fast facts or headlines you want them to take away at a glance.
Welcome them in and help them walk away with the high points.
Think Mobile First.
Students are likely looking at MSU’s website from a phone. Think about this as you’re writing content. Students don’t want to scroll through long pages and paragraphs. Keep paragraphs and sentences short. Write in concise chunks and blocks. Make links and buttons easy to click from a phone.
Focus on Outcomes.
Focus on the information users need to make decisions. Highlight outcomes, value, opportunities and benefits that demonstrate the value of an MSU education and show that they belong here.
Use data, stories, supporting evidence to answer questions regarding:
- Student success
- Quality education with high-impact experiences
- Academic support and overall well-being support
- Career preparation and pathways (what can I do with this degree?)
- What is college life at MSU like?
Think Visually.
Students want to envision themselves on campus. So, pair high-quality, brand aligned visuals with your web copy occasionally. In your language, be descriptive and provide examples of class experiences, campus life and student groups. Using relevant testimonials and pull quotes, that will not become outdated quickly, will help give life to these pages and add credibility from the student’s point of view.
Share Useful Guides and Tools.
HTML bulleted or numbered checklists with clean headings are important to making processes and deadlines simple – after all, this might be a student’s (or family’s) first experience with college, and it can feel complicated.
Reading Level.
In keeping with a student-first approach, avoid jargon and simplify your language. Use shorter words and avoid making the content too complex. Explain acronyms (or avoid them if possible). And write to an 6th- 8th grade reading level to ensure content is easily read by 80% of Americans.
Resources:
Calls to Action.
Keep users engaged with clear, action-oriented calls to action. Set expectations, explain the value and help users confidently take the next step.
Examples:
- Visit campus
- Schedule an appointment with your advisor
- Find campus resources
- Get academic support
- Update your grad plan
Resources:
University Marketing and Communications (MarCom) leads website governance and web content best practices. As a strategic partner, MarCom supports content planning, writing and optimization to help ensure a consistent, user-centered experience across the University website. In partnership with IT Solutions, the web team has developed HTML templates that support best practices and reviews all web content before publishing to help maintain quality, accessibility and user-focus.
Request web content writing assistance