Content Development

Content development is the process of planning, drafting, reviewing, and maintaining webpage content so users can quickly understand what a page is about and what to do next. Good content starts with the intended audience and the purpose of the page, then turns those decisions into clear headings, useful body copy, meaningful links, and a primary call to action. Clear, concise language, short paragraphs, expanded acronyms, and active voice improve accessibility and usability.     

 

Before you write

Before drafting content, answer these questions:

  • Who is the main audience for this page?

  • What problem is the user trying to solve?

  • What should the user know, do, or find before leaving the page?

  • What is the primary call to action?

  • Who owns this content and will keep it current?

 

Start with one primary audience and one primary purpose. Put the main answer or task near the top of the page, identify the source of truth for dates and requirements, and remove content that does not help the user complete the task. Short, direct, user-focused content is easier to scan and easier to keep current.   

 

Write for the web

Write the way people read on the web: answer first, keep paragraphs short, use meaningful headings, and turn long blocks of text into lists when that improves scanning. Use simple language that fits the audience, expand acronyms on first use, and keep the tone respectful and direct. Active voice and present tense usually make content easier to understand.   

 

Example

Instead of:

 

The Office of Student Affairs is pleased to announce that a broad range of support services are available for currently enrolled students.

 

Use:

 

Student Affairs can help current students with housing, registration, wellness, and campus support services.

 

Instead of:

 

For additional information regarding residency application requirements, click here.

 

Use:

 

Review residency application requirements.

 

Common mistakes when drafting or revising content

Common content problems usually come from writing for the department instead of the user. Avoid opening with internal background when the user needs an answer, burying deadlines or contact information, using undefined acronyms, repeating the same content on multiple pages, publishing important instructions only in a PDF or flyer, or using vague links such as “click here” and “read more.” Descriptive links matter because some users navigate by link text alone.   

 

Also avoid turning body content into an image or flyer when the same information can be published as text. If the content is important enough to publish, it should usually be searchable, readable, and linkable as real text.   

 

Before publishing

Use this quick review before requesting a page update:

  • The intended audience is clear.

  • The page purpose is clear in the opening content.

  • The main action or next step appears near the top.

  • Headings reflect the content that follows.

  • Acronyms are spelled out on first use.

  • Links are descriptive.

  • Important dates, contacts, and requirements have been verified.

  • Files and media are used only when they add value.

  • The content has an identified owner for future updates.

 

Related guidance: Identify Intended Audience, Define the Purpose of Page, Links, Calls-to-Action, Tables, Image Files, Office Files, and Media Files.