Having accurate, up-to-date information on your NIU webpages is an important way to build trust with your audience. If a user comes to your site and finds outdated content or broken links, they’re likely to leave quickly – and turn to other sources for reliable information in the future. Search engines like Google are also less inclined to promote pages with unreliable content in search results.
Keep your audience informed and engaged by updating your webpages this summer, before the whirlwind of the fall semester arrives. Here’s how!
Start with the Basics
First, create a spreadsheet or list of the pages you’ll be reviewing, so you’ll have a central place to track progress and make notes. Then, scan each page for old or inaccurate content. Keep an eye out for:
- Broken links
- Outdated event information
- Name changes (positions, programs, degrees, etc.)
Look for chances to use “evergreen” content, or content that remains accurate as time passes and other factors change. For example, instead of, “We offer 15 courses on topic A and 12 on topic B,” try, “We offer a range of courses on topics A and B.”
Optimize Content for the Web
The key to writing effective web content is to separate it into brief, clearly defined sections. This allows users to quickly locate desired information. Look for opportunities to:
- Add headings or revise current headings to be brief and informative.
- Shorten long sentences. Use bulleted and numbered lists to simplify complex information.
In general, aim for:
- Sentences of no more than 20 words
- Paragraphs of no more than three to five sentences
- Sections of no more than three paragraphs
Use NIU Brand Voice
NIU’s brand voice is personalized, inviting and charged. One way you can achieve this tone is by using active voice. Active voice is when the subject of the sentence performs the indicated action. It’s direct and clear, as opposed to passive voice, which can be lengthy and confusing:
- Passive voice: The book was read by the professor.
- Active voice: The professor read the book.
Another way to achieve brand voice is to use second-person pronouns (you, your, yours). This helps create simpler content that’s easier to read:
- Third person: If a student meets the requirements, they can take the next course in the sequence.
- Second person: If you meet the requirements, you can take the next course in the sequence.
Rewrite Jargon and Acronyms
By rewriting content to avoid jargon and acronyms, you enable your webpages to appeal to the widest possible audience. It’s especially helpful for people who are new to higher education or those whose first language isn’t English.
Making the Updates
Once you’ve identified desired updates, follow the web update procedure for your area. This could involve sending the updates to your designated web contact or submitting updates to the web team using Freshdesk.
If you have any questions or would like more guidance on updating your webpages, please contact us at webcommunications@niu.edu.
