Web Content Standards

UND has specific writing standards for the web vs. print. Unless otherwise noted, UND follows Associated Press (AP) style.

WRITING GUIDE

Common Web Writing Mistakes

• Email addresses do not need "Email:" in front of the email address.
• Do not link names to email addresses. Write out the email address. Linked names go to their Directory profile.
• Addresses and phone numbers should always be complete. Do not assume the reader knows UND is located in Grand Forks or that our area code is 701.
• Links to an UND.edu site or email links should capitalize UND in the link.
• Abbreviate time as a.m. and p.m.
• Spell out abbreviations upon first reference.
• Official UND offices use an ampersand (&) in their names.
  • Incorrect: College of Nursing and Professional Disciplines
  • Correct: College of Nursing & Professional Disciplines

Most UND websites are hosted in Omni (Modern Campus) and blogs in WordPress. Both have standard templates that adhere to brand standards.

All websites and blogs must strictly follow the UND brand messaging, design, photos and video standards. A unified campus with a consistent brand strengthens the University.

BRAND Guidelines

• Start every page with an <h1> for the main title, then use <h2>, <h3>, etc., for subsections.
• All web pages in our templates automatically apply the <h1> to your page title which must be the only <h1> on your page.
• Do not skip heading levels. For example, don’t jump from an <h1> to an <h3>. You can’t have a <h3> on your page if you don’t have a <h2> above it.
• Make sure the <h1> and <h2> are unique. Duplicate headings can confuse search engines and users by diluting content hierarchy and duplicating information.
• Do not use paragraph format and then stylize it (e.g. bold, italics) to make it look like a heading.
• Do not use headings to stylize text. Use them to provide an outline and structure to your page.
• Do not using a heading as intro text. There is a special intro text format (larger green font) you can use to stylize text. Keep intro text to three lines or less on desktop or it will take up an entire screen on a mobile phone.

Correct Heading Structure

• <h1>Page Title</h1>
  • <h2>Section Title</h2>
    • <h3>Subsection Title</h3>

• Headings are prime real estate for keywords that your audience is searching for. Keep headings descriptive and meaningful, reflecting the content of the section.
• Avoid vague headings.
  • Incorrect: Resources
  • Correct: Financial Aid Resources for Students
• Write concise yet descriptive headings. Cut unnecessary words.
• Do not include a colon after a heading.
• Write headings in title case.

• Use the paragraph format for all page copy that isn't a heading.
• Left-justify all content with no indentation.
• Use one space between sentences.

The title and page heading are edited in the multi-edit screen. The title will not be seen on your webpage but is displayed as the title in search results. The page heading is the H1 on your page and is not seen in search results.

• Each page must have a unique title that reflects its content.
• Titles should be around 40-60 characters, although that is flexible. Just know that longer titles will be cut off in search results.
• Include relevant keywords in your title to improve SEO.
• Every page in the CMS automatically applies University of North Dakota to the title, so there is no need to include it twice.
• Include the department, unit, or subsection in the title, separated by a |. However, omit it from the page heading and breadcrumb. Keep the breadcrumb brief yet descriptive. For example:
  • Title: On-Campus Housing Options | Housing & Residence Life
  • Page Heading: Housing Options
  • Breadcrumb: Options

Meta descriptions are short summaries that appear in search results after the title. A good meta description can make the difference between getting a click or being overlooked.

• Meta descriptions should be full proper sentences 110-160 characters long and include keywords you are targeting.
• Use an action verb to encourage clicks.
• Avoid using quotation marks.
• All meta descriptions should be unique.

• Think like your audience: Consider the words and phrases people are likely to search for when looking for your content. For example, if you're writing about UND's "Essential Studies," think of what terms students might use, like "General Education" or "required courses."
• Check Google Search Suggestions: Start typing a related topic into Google, and look at the auto-suggestions. These are popular searches and can provide insight into the terms people are using.
• Look at competitor websites: See how other universities or organizations describe similar services. This can help you identify common terms that resonate with a broader audience.
• Incorporate important keywords naturally into your page copy: This improves your page’s ranking for those search terms, in addition to using them in the page title, heading and meta description.

Search engines like Google view links to your website as a sign of relevance. Think of it like building a spider web. The more links you can build (a.k.a. the web), the more credible Google will view your website.

1. Navigate to the folder your page or site will eventually be live in.
2. In content view, click the blue +New button.
3. Select the _do-not-display Testing Folder.
4. Click Create.
5. Once your folder is setup, you can move pages into the folder or create new test pages in that folder.

1. If you are a user in the standard level of service, pages in this folder will not go through the approver account and you will be able to publish and make edits to your page without waiting for approver publish. When you are ready for your page to go live, please contact Aimee Halstenson to ensure the transition goes smoothly.
2. URLs in the _do-not-display folder will be sharable and reviewable by anyone on campus or logged into UND’s VPN. This will allow for group review/approval before sites go live.
3. The _do-not-display folder can be created in any folder in Omni CMS.
4. This folder is not intended to be a storage area for outdated content or pages that should be deleted. This content should be recycled and can be found in the recycle bin.