Quotes

Quotes can help add credibility, highlight a key statement, or preserve exact wording when the original phrasing matters. On most webpages, quotes should be used sparingly. A quote should support the content, not replace the content. In many cases, it is better to summarize information in plain language and use a quote only when the exact words are important.

 

Use quotes when they add value

A quote is most helpful when it does one of these things:

• shares an official statement

• highlights a meaningful comment from a leader, expert, or participant

• preserves wording that should stay exact

• supports a story, announcement, or feature page

 

If the quote does not add something useful, it may be better to rewrite the information in regular page text.

 

Keep quotes purposeful

Do not add a quote just to fill space or make a page feel more formal. Quotes work best when they have a clear reason to be there.

 

For example, a quote may make sense on:

• a news story

• a feature article

• an announcement

• a leadership message

• a testimonial page when appropriate

 

A quote is usually less helpful on pages that are mainly focused on instructions, process steps, forms, or task-based content.

 

Use short quotes when possible

Short quotes are usually easier to read and easier to place into the page naturally. If only part of a sentence matters, quote only that part instead of copying a large block of text.

 

Less effective

 

A full paragraph quoted when only one sentence matters

 

Better

 

A short sentence or phrase that captures the main point

 

This keeps the page easier to scan and helps the quote stand out for the right reason.

 

Use longer quotes carefully

Longer quotes can work when the full statement is important, but they should be used with care. If a quote takes up too much space, it can slow down the page and make the surrounding content harder to follow.

 

Before using a long quote, ask:

• does the full quote really need to be shown

• can part of it be summarized instead

• is the quote helping the page or taking it over

 

If the answer is no, shorten it or paraphrase it.

 

Introduce the quote clearly

Do not drop a quote onto the page without context. Lead into it so users understand who is speaking and why the quote matters.

 

Better

 

Dean Jane Smith said the new program will expand access for future students.

 

“ This program creates new opportunities for students in our region. ”

 

That works better than showing a quote alone with no explanation.

 

Always identify the speaker or source

If you use a quote, make it clear who said it or where it came from. This helps users understand the context and gives the quote more credibility.

 

Depending on the situation, you may include:

• the person’s name

• title or role

• office or department

• source publication or organization when relevant

 

Example

 

“ We are proud to support the next generation of health care leaders. ”

— Jane Smith, dean of student affairs

 

The goal is to make the source clear without overloading the page.

 

Quote accurately

Do not change the meaning of a quote. If you shorten it, make sure the remaining wording still reflects the original intent. Quotes should stay faithful to the source.

 

If you are not sure the wording is correct, verify it before publishing.

 

Do not overuse quotes

Too many quotes on one page can make the content feel cluttered or repetitive. In most cases, one strong quote is more effective than several weaker ones.

 

If you find yourself adding multiple quotes, ask whether:

• one quote could carry the message

• the rest could be summarized

• the page is starting to read like a transcript instead of a webpage

 

Link to the source when helpful

If the quote comes from a speech, article, report, or other public source, it may be helpful to link to the original source when that adds context for the reader.

 

This is especially useful when users may want to:

• read the full statement

• review the source material

• verify the quote in context

 

Only add the link if it genuinely helps the user.

 

Keep the page readable

Quotes should support the flow of the page, not interrupt it. Make sure the surrounding content still explains the topic clearly.

 

A good quote should feel connected to the page, not dropped in for decoration.

 

Before publishing

Use this quick review before adding or approving a quote:

• The quote adds something useful to the page.

• The quote is not longer than it needs to be.

• The speaker or source is clearly identified.

• The quote is introduced with enough context.

• The wording has been verified for accuracy.

• A source link was added when it helps users.

• The quote supports the page instead of taking it over.

 

Related guidance: Content Development, Links, Define the Purpose of Page, and Media Files.