Web Communications

1. Focus on Content
Keep these pointers in mind when developing content for your site. Remember, great graphics or cool functions never make up for poor content.

Do:

• Present content in small, easily-scanned portions. Research shows that most Web visitors scan as opposed to read. [1]
• Statistics show the human eye can only pick up two to three words at a time when scanning, so only use bold for emphasis. If you overuse it, it will no longer emphasize!
• Use subheads effectively. People scan headings on the Web just as they (used to) do in print.
• Skip the welcome message and mission statements, and get right to the content. Visitors usually only spend 10-15 seconds on a page before leaving. Is what you're saying easy to see/find within 10 seconds?
• Make your links do double duty – use words that provide meaning; never use “Click here,” for linked text. When people using screen-reading software jump from link to link, it’s difficult to know where to click if all your links say, “Click here.” 
• Remember that photos in your site are content, and they convey a message just as words do. Are you choosing the proper photos?
• Use UC's Stylebook for consistency in your writing.
• Always proofread!

Don’t:

• Use abbreviations, acronyms or jargon that only an insider would understand.
• Use “clever” (mis)spellings that will make it difficult to search for your site.
• Take existing content from a print publication and throw it all into a Web site. Cut the content and write for the Web (see the “Do” list above!).

2. Call to Action.

What is the goal of your site? What do you want your visitors to do? Visit campus, request information, register for an event? Ensure your site makes it easy for visitors to take the action.

3. Consistency and Branding.

Keep navigation; font styles and colors; and location of graphic elements and the UC logo consistent from page to page.

Be sure to review and adhere to UC Branding Standards and Web Policy.

4. Ease of Use/Usability and Accessibility.

Usability: Can someone new to your site find what she needs quickly, easily and intuitively? If yes, you have a usable site. Test your site:

• Are the design and functionality of the site compatible across various platforms and browser combinations? Test your site before launching.
• If possible, conduct usability testing prior to launching your site.
• Does the site look good in various monitor resolutions?
• Are you using a descriptive name for the <title> tag? The title helps search engines find your site and creates a recognizable name when people bookmark your site.
• Do you provide a search function on your site? If yes, are you managing the search terms? UC offers Google search functionality. Contact WebCommunications@uc.edu for information.

Mobility: Can someone using a mobile device easily navigate your site as efficiently as when using a computer? Some 32% percent of Americans have logged onto the Internet using mobile device at least once, and almost 20% of Americans access the internet via a mobile device every day. [2] 

Accessibility: Would a person with a visual impairment and using a screen reader be able to navigate your site effectively? How about a person with limited mobility who’s not able to use a mouse? More than 15 percent of all U.S. citizens - 51.2 million Americans! - have some kind of disability. [3] The Americans with Disability Act (ADA) Web guidelines cover aspects including the look and feel of your page, alternate text for images and more. Ensure your pages meet the guidelines: http://www.access-board.gov/sec508/guide/1194.22.htm.

5. Design

Remember that design comes after content and functionality have been defined and developed. Keep these questions in mind when developing the graphic design for the site:

• Does the design get in the way of the message?
• Are the graphics/images/photographs relevant to the content?
• Is each design element, including photo elements, critical to the message of the site?

6. Audience Appropriateness.

What is the average age, education, socio-economic background of the intended audience? Do the graphics, writing style and overall design appeal to this audience? Collect all the information you can about user habits through feedback, statistics, usability studies, etc., and use it to improve your site.

7. Download Speed.

Only 55% of adult Americans have high-speed Internet access at home, [4] and the percentage is much lower in some areas of the world. Be cognizant of your audience and adjust content accordingly. And remember, very large file downloads can be annoying for everyone.

8. Contact Information.
Provide an easy way to ask questions - provide an e-mail link and phone number (preferably toll-free) on every page. Don't forget the area code! Proper format for addresses and phone numbers.

9. Current and Accurate Information.
Outdated or inaccurate information quickly degrades the credibility of a Web site and the institution it represents. Create a maintenance plan and stick to it! Know who will update the site and when. Always have a backup who can do updates and maintenance – and be sure the backup has access to the site or system to make changes.

10. Security and Privacy.
If the site is collecting sensitive data, are the transactions being conducted on a secure server? For information on Web security, contact infosec@uc.edu.