Communications and Marketing

Writing for the Web

Follow University style

Binghamton University has its own style, based on Associated Press (AP) style and the Chicago Manual of Style, but with some customization. When writing for Binghamton's website, it’s important to follow University style because it helps reinforce the University’s brand and professionalism. 

Explore the Binghamton University Style Guide, and for guidance on how University style dictates use of a large group of commonly used words, visit the Preferred Words List.

Guidelines for good web writing

Use the active voice

  • “Passive sentences are some of my challenges” is not as powerful as “Passive sentences challenge me.”

Focus on the reader

  • Your content should be about the reader.
  • Write as though you are writing to one person, not a group of 80,000.
  • Focus on the benefits to the readers.

Keep it simple and self-­explanatory

  • Put the most important information first.
  • Use subheads that summarize key information and break up text.
  • Use bullets, highlighting and boldface to draw attention to key messages.
  • Use short headlines, sentences and paragraphs.

Eliminate unnecessary words

  • Avoid complex words or jargon.
  • Focus on one key topic per page.
  • Use contractions.

 Don’t welcome readers to the page

  • You don’t open a phone book and read “Welcome to the phone book.”

Be clear first, then catchy

  • Top stories, breaking news work well as subject headers.

A good picture can be worth 1,000 words

  • Use good photos and videos to stand in for text if appropriate.

Make your pages quickly scannable

  • Break text up with heads, subheads, bullet points, callouts, as appropriate.

Provide useful information

  • Include a call to action of where the reader can/should go next, if appropriate.
  • Include links to additional, relevant information.

 

Last Updated: 3/1/17