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Web Communication

Enrollment Management and Marketing

Before you Publish a Page

checklist - before you publish

Every site editor in the CMS wants the pages they create to be their best. 

Here are some things to consider when creating and publishing your site pages.

Do visitors know what to do when they visit the page?

  • Are your menus/navigation in place and make sense?
  • Do they have access to links, files, and the intended information?
  • Have you answered their questions before they ask them?
  • Is there a call to action on the page so your visitors know what to do next?
Call to action link

What is a Call to Action?

A Call to Action (CTA) is an instruction to the visitor to encourage them to take some kind of action. A CTA might be simple text or buttons, such as "call us now", "request information", "register", "subscribe to our newsletter", "schedule an appointment", "apply now", etc.

Motivate your visitors to engage!

If I posted a PDF, does it have my logo and a date? 

  • Your departmental logo should appear on ALL documents you post to your site.  If you need an updated logo, please contact Amanda Toups at amanda.toups@lamar.edu and (409) 880-8965Department Logo - Web Communication
  • We also recommend adding a date on each document so the visitor knows how current the information is.

Is this page user friendly? 

  • It is clean and inviting?
  • Is your content in sections, making it easier to scan and find?
  • Are you excluding anyone? (example: international students, people with disabilities, those who may not have certain software for downloads, users on mobile devices, etc.)
  • Are you using friendly, positive verbiage?

Positive Language

Positive phrasing and language have the following qualities:

  1. Tells the visitor what can be done
  2. Suggests alternatives and choices
  3. Sounds helpful and encouraging
  4. Stresses positive actions and positive consequences that can be anticipated.

Not so Positive:

We regret to inform you that we cannot process your application for admission, since you have neglected to provide sufficient information.

Positive:

°ä´Ç²Ô²µ°ù²¹³Ù³Ü±ô²¹³Ù¾±´Ç²Ô²õÌýon your decision to apply. To ensure a timely turn around, please return the attached form with highlighted areas filled in.

Positive Thinking and Writing

STAY POSITIVE!

Using positive language tends to reduce conflict, improve communication, reduce defensiveness in others and helps portray the site owner as credible and respectable.

Are my images small for download? 

  • The CMS has a limit of 300kb images for a reason.  The smaller the size, the faster the download.
  • Small does not mean blurry, grainy, or distorted.  If you need help optimizing your images, please ask for assistance.

Learn more about images

Are all my links correct?

  • Broken links are BAD NEWS!  Having broken links on your site will earn you a bad reputation with Google and other search engines. That reputation could start to downgrade your rankings.  Search engines strive to create a better web experience for everyone. In doing that, they’re trying very hard to not direct people to websites that have broken links.  
  • Each month you will recieve reports from Siteimprove.com showing you where broken links reside.  Please clear these up as quickly as possible.

Have I made my page easy to read?

Most web users only scan your pages for content. Make finding the information they need easy.

  • Did I use bulleted lists and chunk information instead of an overload of text?
  • Did I write short succinct text for scanning and not reading?
  • Did I provide clear and pleasing images that may get their attention, where and when it was appropriate?
  • Is it written using plain, easy to understand language?

    Use common everyday words. Know your audience and write to that person.  For Example, instead of "additional", try saying "more".  Instead of "numerous" use "many". 

    Eliminate excess words. Challenge every word--do you need it?  Use short paragraphs - four on average, and short sentences - 12 words on average.

    The simplest verb tense is the clearest and strongest. Use simple present whenever possible--
    Say, "We issue a newsletter every quarter," not "We will be issuing a newsletter every quarter."

Regardless of the target audience, web writing at an 8th grade level is a great goal. Keep your words simple and to the point.

Did I check spelling? 

  • This is a no-brainer! Bad spelling reflects poorly on any business or organization.  AN EDUCATIONAL institution... even more so.
  • Again, use the "check content and start workflow" link to CHECK SPELLING.  Put the CMS to work for you. It's worth every extra second!

Did I use "ÃÛÌÒÊÓƵ University" instead of "ÃÛÌÒÊÓƵ" where I could?Â