Last updated January 11, 2021
How to write and format content that everyone can use.
Content writing and editing goals
First, consider the goals of your content. Does it serve your strategic goals? What’s most important based on who the audience is, how they will use the content, and how it’s being communicated?
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Voice and tone
You have the same voice all the time, but your tone changes similar to the way the volume of your voice might change. You might use one tone when you’re out to dinner with your closest friends, and a different tone when you’re in a meeting with your boss.
Familiarize yourself with UW–Madison voice and tone.
Access and inclusion
You want your readers to understand what you’re saying, and be able to take action from your words. Writing with accessibility and inclusion in mind helps to achieve those goals. Make a commitment to inclusion by following guidelines for writing for the web and plain language and using clear calls-to-action.
Writing for the web
Expect that your users will scan content instead of thoroughly reading. This is why writing for the web is different from other forms of writing.
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Structuring your content
Lay out your content on a page for easier to access.
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Writing for inclusion
It’s important to write for, and about other people in a way that’s inclusive, empathetic, compassionate, and respectful. In general, be mindful to describe only relevant characteristics, and consider whether including the information is necessary to the copy. Be aware that terminology in this area is constantly evolving.
Recommended: Disability and Ableism Awareness Training. The training targets the following learning objectives and skills to help UW–Madison grow inclusion through its awareness of disability, ableism, and accessibility.
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Grammar and mechanics
Please refer to the University Communications editorial style guide.
An effective site relies on proper use of images and text and a thoughtful approach to web content. When writing for the web, remember university sites should conform to UW brand guidelines.
The preferred style references for UW–Madison:
- The Chicago Manual of Style (for non-news communications)
- The Associated Press Stylebook (for news communications and institutional websites)
- Merriam-Webster’s Collegiate Dictionary
Visual Style
If the scope of your project goes beyond UW–Madison and other visual elements are required, the best practice is to make sure you uniformly apply visual style elements (typography, color, icons, etc…) across your online properties, and that they meet accessibility standards.
In general, reflect to the look and feel of the UW brand guidelines to define the look and feel of online properties at UW–Madison.
Typography
The fonts Verlag and Vitesse are the key fonts used for online purposes. They were chosen for their readability accessibility as well as to create continuity across UW brands as noted in the UW Brand typography guidelines.
Color palettes
Colors used in UW–Madison’s web themes and templates are noted in the UW Brand color guidelines. Always use text and background color combinations that pass contrast ratios at 4.5:1.
Logos, Favicons, Icons
University Marketing provides guidance on official logos, generating a logo, and use of icons for the web in the UW Brand logo guidelines.