People don't read for pleasure on the website. They are looking for a specific piece
of information, and they don't want extraneous junk to get in their way.
People scan, rather than reading every word, so they need short paragraphs and good
headings. Headings are also good for Search Engine Optimization (SEO) because the
search engines scan pages for content with an emphasis on the headings.
Formal text is harder to read, so it's important to choose an eighth grade reading
age and friendly conversational tone. Visitors look for information-rich content and
lose interest quickly, so put the key facts up front.
People respect authoritative sources, so it's good to link out to other web content
when applicable. People look for supporting evidence, which means providing detailed
information, testimonials and useful images that help them make a decision.
Readers are wary of out of date content, so it's important to actively manage the
information you publish.
People scan - they don't read
Website audiences typically only read 20 percent of the content on an average page.
They are skimming for information they think is relevant to the problem they're trying
to solve. Web readers skim across most text and can miss information if it isn't apparent.
Start each paragraph with the key idea, using words that will tell the story for the
rest of the paragraph. These words are the ones that people's eyes rest on when they're
skimming, so they should really indicate what the rest of that paragraph is about.
If your paragraphs run on too long, or contain more than one concept, then readers
might completely miss the subsequent ideas that you've buried in the paragraph. The
best way to avoid this problem is to use short words, short sentences and short paragraphs.
Use the simplest, cleanest and shortest way to get your message across. Often the
best way to accomplish this is to convert part of your content into a list. Lists
are easier to scan, are written telegraphically, and break up text and help people
to quickly find the relevant information that is easy to digest.
Bulleted lists are used when the items have no set order. Use numbered lists only when the items have a determined order, like steps to enroll in classes.
Remove words that don't add to the story. Writers often use 10 words where one would
do, or use long, complicated words where a short, simple one would be better. When
you remove all the extra text, readers are much more likely to find the key concepts.
Remember, you're writing to get information across to our students or prospective
students as quickly and painlessly as possible by making use of their natural scanning
behavior.
For an example of how a DVC webpage should be written and formatted, see sample web styles.
Some graphics are updated by marketing/graphic staff
Communications and marketing office will provide image support as requested
Use frequent headings to break up long blocks of text whenever possible using the
"heading" pull- down menu. (See headings )
Do not use bold text to create a heading
It is best practice for all the information about a single topic is contained on a
single page
A jump menu to a new heading on the same page is preferred to opening to a new page
in a single topic. (Also easier for reader to print the page for future )
Page title and sub-headings are currently set, and can only be globally changed in
the style sheets
NO other color may be used for type unless there is an emergency message, in which
case red is used. (Changes in dates, hours and phone numbers are not considered and emergency)
Links to external websites (outside the DVC site) should open in a new window (target=
New Window)
Associated sites, including Insite, Portal, sister colleges, and district office,
are considered external websites
Links to a pdf always open in a new window
All links within the DVC website open in the same window (except pdfs)
Include links (within the DVC website) to content referenced on your pages as often
as possible to make it easier for the reader
Links outside the DVC website should be used only when appropriate and must be maintained
The text used for a link must be descriptive of where the link refers. Never use "click
here" for a link.(ADA and SEO)
Links should be created purposefully. The text for the link should be understandable
within the context of the topic. Never use an actual URL as the link text. Never use 'Click here', 'Learn more', or 'More' as these are ambiguous phrases.
An example of a bad link is: For more information about our products, click here.
A better link would be: Read information about our products.
Banner images are created by the graphic designer. Please contact them for updates
or requests.
Image placement depends on the text. When placing images of people the general rule
is to have the subject looking towards the center of the page or area. You want to
draw the eye in towards the text not what is on the photo
Screen readers cannot read images, so images cannot contain text unless that text
is clearly described in the image description. A flier image cannot be used in the
place of the text. All flier content needs to be repeated below the flier.
Add a left or right margin to the spacing around the image. 10px is a good margin.
This is added under the 'Appearance' tab in the 'Style' box when inserting an image
Use 'margin-left: 10px;' to add space on the left side of the
Use 'margin-right: 10px;' to add space on the right side of the
Please ask for assistance/training before inserting any images
The link words must describe where the web visitor will go when they click that link
The same link text cannot be used for multiple links on the same page but go to different
destinations
Links with the same descriptive words, must always go to the same place.
The following are examples of typical non-descriptive and non-distinguishable links:
Read more…
Click here
For more information…
Screen readers cannot read images, so images cannot contain text unless that text
is clearly described in the image description. A flier image cannot be used in the
place of the text. All flier content needs to be repeated below the flier.
This guide is an ongoing work in progress and is updated as questions arise and decisions
are made.
For questions, clarifications, or style guide additions, please contact the communications
and marketing Office at: DVCWebWorkGroup@dvc.edu
If a page is checked out or in workflow for more than 48 hours (two days), the Marketing
Office will check in the page if needed. If the page was in workflow, the communications
and marketing Office will publish and notify the approver.
