This guide focuses on the unique requirements of creating and maintaining web content for Fort Lewis College. It covers layout, SEO, accessibility, and the specific elements on web pages.
Refer to our Communication Style Guide for brand voice and tone and inclusive language guidelines, and the Brand Style Guide for color and design guidance.
Web user behaviors | Mobile-friendliness | SEO essentials | Accessibility | Web elements | Content governance | Further resources
Web user behaviors and key principles
Web users skim rather than read deeply. Organize content with short paragraphs and clear subheads. Use bullet points when necessary to enhance clarity. Incorporate hyperlinks to connect to relevant FLC pages or external resources.
Mobile-friendliness and readability
Break text into digestible chunks with short paragraphs and ample whitespace. Ensure images and tables scale correctly on various devices to support responsive design.
SEO essentials
Each page should focus on a single topic. If necessary, break multiple topics into subpages or sections. Integrate relevant keywords naturally in headings, body copy, and metadata.
Titles and headings
Use an H1 for the page title, H2 for main sections, and H3 or lower for subsections.
Metadata
Title tags should be around 60 characters, with the most specific information first. Description tags should be around 156 characters, summarizing the page concisely.
URL best practices
Use short, lowercase URLs with hyphens between words. Avoid underscores or unnecessary words such as "the," "and," or "of." Example: fortlewis.edu/admission/apply
Accessibility (WCAG 2.1) and testing checklist
FLC is committed to WCAG 2.1 Level AA compliance.
Testing checklist
Ensure text is logical when read aloud by a screen reader. Test page functionality using keyboard navigation (Tab, Enter, Space). Check layout at 100%, 150%, and 200% zoom. Use WebAIM Contrast Checker to verify color contrast compliance. Avoid directional instructions such as “See the right sidebar.”
Automated testing tools
Use tools like WAVE and Lighthouse for accessibility and performance audits.
Web elements and best practices
Alt text
Alt text should be concise and descriptive, avoiding phrases like “image of…” If an image is decorative, leave the alt text empty (alt="").
Buttons
Button text should be action-oriented and in sentence case (e.g., “Apply now”).
Forms
Form titles should clearly describe the purpose. Request only necessary information and ensure accessibility.
Headings and subheadings
Use one H1 per page in title case. Subheadings (H2, H3, etc.) should be in sentence case.
Icons
Use Font Awesome "light" icons for consistency.
Links
Use descriptive text instead of “click here.” Avoid linking punctuation marks.
Lists
Use numbered lists for sequences and bulleted lists for grouped information.
Media (images and videos)
Optimize images for load speed at 72 dpi. Include captions and transcripts for videos. View our Image Optimization Guide for more details.
Metadata fields
Ensure all pages have well-crafted metadata to improve search engine visibility:
- Title tags: 50-60 characters, unique for each page
- Meta descriptions: 140-160 characters, including relevant keywords
- Open Graph tags: Enhance social media sharing with preview images and descriptions
Navigation
Use nouns in main navigation, such as “Majors & programs.”
Structured data best practices
Structured data, also known as Schema.org markup, helps search engines better understand and display web content. Use JSON-LD format and apply relevant schemas, such as:
- Article schema for blog posts or news updates
- Event schema for campus events
- FAQ schema for frequently asked questions
- Person schema for faculty or staff profiles
Refer to Schema.org for detailed implementation guidelines.
Tables
Use tables only for structured data, not layout.
Visual cues (color and contrast)
Use color as a secondary cue and ensure contrast compliance with a contrast checker tool.
Word docs and PDFs
Embed content in web pages rather than uploading PDFs. Ensure any uploaded documents are accessible. PDFs should follow digital accessibility standards.
Content governance
Ownership and review
All pages belong to FLC. Major changes require Web Management Team approval. For detailed governance policies, refer to the Web Governance Policy.
Content update frequency
Review and update content regularly to ensure accuracy and relevance. Critical pages should be audited at least once per semester.
User experience (UX) tools
Use comparative analyses, analytics, user testing, and iterative updates.
Further resources
Contact the Web Management Team for new pages, redesigns, or accessibility questions. The Marketing & Communications team offers copyediting and brand consultation.