Identify Intended Audience
Every webpage should be written with a specific audience in mind. Before creating or updating a page, think about who the page is for and what that group needs. Content becomes harder to use when it tries to speak to everyone at once. A page usually works best when it is built around one main audience, even if others may also visit it.
Start with the main audience
Ask yourself who this page is mainly for. In many cases, the audience will fall into one of these groups:
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prospective students
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current students
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faculty
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staff
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patients
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visitors
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researchers
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internal departments
Choose the primary audience first. This helps shape the tone, level of detail, and what information should appear near the top of the page.
Write for what that audience needs
A good page focuses on what the audience came to find, not everything a department wants to say. Think about what the user is likely asking when they land on the page.
Examples:
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A prospective student may want admission requirements, deadlines, and next steps.
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A current student may want forms, contacts, or how to complete a task.
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A patient may want clinic location, appointment details, and what to expect.
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A staff member may want an internal process, request form, or policy.
When the audience is clear, it becomes easier to decide what belongs on the page and what does not.
Do not try to serve everyone on one page
Pages often become overloaded when they try to serve multiple groups equally. That usually leads to long introductions, mixed messaging, and too many links competing for attention.
If a page is trying to support very different audiences, consider:
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narrowing the page to one primary group
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creating separate pages for separate audiences
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using clear sections when one page must serve more than one group
The goal is not to include everything. The goal is to help the right people find the right information quickly.
Match the wording to the audience
Use language that fits the people reading the page. That does not mean making the content casual. It means making it clear.
Keep these points in mind:
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spell out acronyms the first time they appear
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avoid internal terms that outside users may not understand
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do not assume users already know your office structure
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explain steps in plain language
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put the most important information first
For example, a page for staff may be able to use terms familiar inside the institution. A page for public users should usually be more direct and less dependent on internal language.
Let the audience shape the page structure
Once the audience is clear, the page should reflect that in how it is organized.
Examples:
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pages for prospective students often need deadlines, requirements, and application steps near the top
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pages for patients often need contact details, location, hours, and appointment information easy to find
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pages for employees may need forms, procedures, and support contacts grouped clearly
The intended audience should influence the headings, links, and call to action on the page.
Before publishing
Use this quick review before requesting a page update:
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The page has one clear primary audience.
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The most important information for that audience appears near the top.
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The wording matches what that audience is likely to understand.
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Acronyms and internal terms are explained when needed.
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The page is not trying to do too much for too many groups at once.
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The links and next steps make sense for the audience.
Related guidance: Define the Purpose of Page, Content Development, and Links.
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