Web writing guide

Updating web content in WordPress provides an opportunity to enhance the way we communicate with our audiences and engage with them using effective and relevant language. All content creators should be familiar with NAU’s Brand Book and Writing Style Guide.

This guide highlights our university brand, including core values, voice, core messages, power words, and web writing tips.

The NAU brand

Branding goes beyond just a logo. It shapes the way the world perceives us.

Our brand:

sets us apart from the competition
provides motivation, focus, and direction for content creators
represents our promise to our audience and emotionally connects us
creates trust and recognition

Excellence in Education – Offer a rigorous, high-quality education to all students
Student Success – Place learner needs at the center of our academic and service planning, policies, and programs
Educational Access – Provide all qualified students with access to higher education
Diversity – Achieve multicultural understanding as a priority of educational and civic life
Integrity – Operate with fairness, honesty, and the highest ethical standards to sustain a community of trust
Civility – Support a civil, engaging, and respectful campus climate

We should consistently express NAU’s brand with a personal, authentic voice.

Think of audience first. What key message will resonate with them?
Use the first person: we, our, us; and the second person: you, your.
Use active voice.
Use accessible, clear, and inclusive language to avoid alienating readers.
Use contractions when appropriate to the target audience and the medium.
Be concise.

Core messages describe the brand and brand values. They are not intended to be used word for word but rather should be invoked through the copy we write.

Opportunity in every direction
From mentorship to partnership, we’ll be with you every step of the way
Run to the challenge
A better world won’t wait
For every way you envision success

Each college has additional specific key messages that cover focal points of distinction and related brand messaging. See Brand Book for more detailed information.

These words are used to convey our brand personality. Use them to help express the distinct traits that shout “NAU”:

Adventurous

Authoritative

Authentic

Breakthrough

Capable

Choice

Distinctive

Driven

Engaging

Entrepreneurial

Exciting

Growing

Inclusive

Individual

Independent

Innovative

Integrated

Opportunity

Passionate

Personal

Playful

Rugged

Sense of place

Unique

Welcoming

Web writing tips

Web audiences differ from print readers. Rather than “read,” they scan for the information to help them accomplish tasks and move on.

We have between 5 and 20 seconds to grab readers’ attention. To hook a reader, make sure to:

Write active: Use active voice and verbs as much as possible.
Use “we” and “you”: Engage with the reader.
Think like a reader: Anticipate and address our audience’s goals.
Omit needless words: The leaner, the better.
Avoid jargon and obscure acronyms: Write so that anyone can understand the message. We are writing for a general audience, not specialists.
Write effective headers: Create concise, informative page titles with purposeful headings and subheads.
Front-load content: Place key information at the beginning to keep readers engaged and prompt them to action.
Craft with purpose: State the clear purpose for each page and section, placing audience needs first.
Anticipate the next step: Think about the reader’s journey and provide clear “calls to action” (CTAs) to help them progress (for example, request a brochure, apply for admission, engage on social media, etc.).
Review your work: Proofread and double check to ensure all facts are correct and links are working.
Keep it short: Length guidelines for different types of web content:
- Headers: 4–8 words
- Subheads: 1–5 words
- Sentences: 1–20 words
- Paragraphs: 1–7 sentences
- Documents: 300–500 words
Use “sentence case” in headers: Write the header like a sentence. Capitalize only the first word and proper nouns, and don’t include a period.