Copywriting Guidelines

Accessibility in Practice

All digital copy must comply with WCAG 2.1 AA ensuring it is readable, scannable, and fully inclusive.

Key Requirements

• Use short, clear paragraphs (3-4 sentences maximum)
• Define jargon and spell out acronyms on first reference
• Avoid long or dense blocks of text
• Write meaningful alt text conveying purpose of each image
• Use descriptive, action-oriented link text (not "Click here")
• Follow proper heading hierarchy (H1 → H2 → H3)

User-Centered Structure

Pages must be organized for clear, intuitive experience and strong search performance.

Effective Structure Includes

• Clearly labeled sections matching user expectations
• Outcome-focused statements highlighting value and benefits
• Bulleted lists making key information easy to scan
• Short, skimmable content blocks for mobile and desktop
• Schema-ready formatting using consistent labels
• Keyword-aligned headings improving SEO and AI interpretation

Brand-Aligned Voice & Tone

Voice: Clear, Helpful, Inclusive
Tone: Confident, Approachable, Student-focused
Structure: University-approved templates with standardized section headings

Writing for Students

• Use "you" (not "students" or third-person)
• Front-load benefits before requirements
• Be specific about outcomes ("Graduate ready for X")
• Avoid academic jargon
• Include clear action steps

Common Mistakes to Avoid

• Passive voice: "Applications are reviewed" → "We review applications"
• Vague claims: "World-class education" → Specific outcomes/rankings
• Inside language: "COE" → "College of Education"
• Dead links: "Click here" without context
• Wall of text: Paragraphs longer than 4 sentences