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Web Writing Tips


Office of Communications

2 East South Street

Galesburg, IL 61401-4999



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Consider Your Audience

Each of our audiences has different needs and expectations. Put yourself in their shoes as your organize and produce content. Visitors want answers quickly, but likely will not read long prose (particularly younger visitors) unless you can get them interested.

Good Content Is:

  • Clear
  • Relevant
  • Short
  • Easy to skim
  • Authentic
  • Specific and informative

Writing Style Guide

Our online communications represent Knox College to the rest of the world, so written style and graphic standards are a vital part of our image. Knox has developed a Writing Style Guide to maintain consistency and correspondence in all text for and about Knox College. This guide focuses on the words and terms associated with the campus, region, and higher education.

Search Engine Optimization (SEO)

SEO is the process of making your content and images visible in search engines, such as Google or Bing. The earlier a page appears in search results, the better, because the majority of Knox web visitors get to our site through search engines.

Many components go into making our content SEO "friendly." Some are already built into our CMS, but others you have control over. Here are a few best practices:

  • Keywords -- Think about which words people will use to find your content. Make sure those keywords are included on your page -- preferably in the first few paragraphs.
  • Abstract -- Always complete the Abstract field on your CMS page. Provide a brief description and use keywords.
  • Links -- Link with purpose. For example, if you want to reference Knox's ranking in Washington Monthly, make sure to link to the Washington Monthly page that mentions Knox. In addition, you'll want your link text to be specific, as shown, rather than generic link text (ex: click here). This same rule applies to any internal or external link. The more relevant our internal and external cross-links are, the more credible our page appears to Google. Of course, it always helps when external sites are also linking to our Knox web pages!
  • Images -- Use keywords in the Image Description field in the CMS. Images are just as searchable as text.
Knox College

Printed on Tuesday, October 23, 2018