Web Best Practices

Writing for the Web

People absorb information differently online than in print. Keep your writing straightforward, human, and focused on our unique community.

• Follow CC Style: We use the AP Stylebook as our foundation. Use the Oxford comma in a series. Remember to capitalize "Block Plan" and "Half Block," and refer to new students as "first-year students" rather than "freshmen". Use an ampersand (&) in academic department titles (e.g., Department of Theatre & Dance).
• Embrace the CC voice: Focus on the why over the what. Showcase the benefits of the Block Plan and use expressive language that highlights what makes Colorado College unique. Additionally, avoid defaulting to internal jargon or acronyms without introducing them first.
• Be concise: Keep your word counts low. Most basic informational pages should be no longer than 400-500 words, and top-level homepages should aim for 150-300 words.
• Use plain language and a conversational tone: Use concrete, common words, active voice, and contractions (it's, we're, you'll). Write like a human talking to humans, and don't be afraid to use "we" and "our" to convey our tight-knit community.
• Break up text: Heavy blocks of text are hard to read on a screen. Use bulleted lists and meaningful subheadings for every 125 words to help readers scan your content.

Structuring Your Site (Information Architecture)

Your site’s navigation should intuitively guide visitors to the information they need.

• Keep navigation lists under control: Sub-page navigation lists should ideally be 6-8 links long, and no more than 8-10 links maximum.
• Organize by user needs, not org charts: Your navigation should present information in a way that people with no special knowledge of your office's internal structure can easily follow. Link titles should represent general categories of information.
• Do I really need a new page? Before creating a new page, ask yourself if the content actually belongs elsewhere. For news, use the campus news content type along with the news listing dynamic content block; and for events, use Momentus (CC's event management platform) along with the event listing dynamic content block. If the information is maintained by another office, simply link to their primary source page to avoid duplication.
• Let it go: Routinely check your site for dated material. If it is no longer relevant, delete it or move it to a clearly marked archive.

Web Accessibility

Accessibility is a core aspect of CC’s commitment to diversity, equity, and inclusion. Ensure your content is usable by everyone, including those utilizing screen readers.

• Use proper heading structure: Headings (H1, H2, H3) chunk out content and are critical for screen readers. Do not skip heading levels, and never use headings simply to make regular paragraph text larger or bolder.
• Write meaningful link text: Never use "click here," "read more," or raw URLs as hyperlink text. Use descriptive text that clearly tells the user the destination of the link (e.g., "Learn more about the Summer in Spain program").
• Always include Image Alt Text: You must provide an "Image Description" (Alt Text) for your photos. Write a description that conveys both the basic structure of the image and its contextual significance to the story. Do not just use the image's file name.
• Don't rely solely on color: Do not use color alone to make a distinction or convey meaning, as this creates barriers for visually impaired or colorblind users.
• Monitor your site with Silktide: Silktide is a tool that monitors and analyzes CC website data to help you prioritize page improvements. You can use it to easily locate accessibility issues, broken links, and misspellings to ensure your site is user-friendly for everyone. If you do not already have an account, you can fill out the Silktide request form to get access.

Working in Cascade CMS

When building pages in our web platform, Cascade CMS, follow these specific content management rules to keep our system clean and functional.

• File Management is critical: Do not upload files randomly across your site folders. Put all PDFs in your "_documents" folder and all JPEGs/PNGs in your "_images" folder. Use lowercase letters and hyphens for file names (no spaces or special characters).
• Resize images before uploading: Large image files break pages and slow down load times. Even though you may have set the photo to display at a smaller size, the page will still load the original file size. Resize your photos to be smaller than 800px wide (or 1720px by 720px for banners) before uploading them to Cascade.
• Use Clive for forms: Avoid using personal Google or Microsoft forms. Use Clive, our integrated form builder, to create intelligent, branded forms that your whole team can manage.
• Use the Intro field strategically: Write a concise, audience-focused summary that clearly explains the purpose and key content of the page. Because the Intro appears prominently at the top of the page and helps support SEO and generative engine optimization (GEO), include important keywords and plain-language descriptions users are likely to search for.
• Leverage CC Content Types:
  • Content Type Library: Use the pre-designed content types to help break up, emphasize, and organize content in a more engaging manner.
  • Reusable Content Blocks: If you need the same sidebar or text block on multiple pages, create a Reusable Content Block in your “_sharedcontent” folder. Updating this one block will automatically update it across your entire site.
  • Profile Listings: For faculty and staff directories, consider using the Profile Listing content type to ensure consistent, clean bio layouts.
  • Video: Never upload an MP4 or MOV file directly to Cascade. Upload your videos to a hosting site like YouTube or Vimeo, and use the "Video" content type or embed code to place it on your page.