These standards provide guidance for maintaining UNA's website as a mission-critical communication and recruitment tool. All content must meet foundational requirements for accessibility, user-centered design, and brand consistency.

Every page on UNA.edu must meet three foundational requirements:

1. Universally Accessible

Full compliance with WCAG 2.1 AA and Title II. Accessibility is both a federal requirement and a core institutional responsibility.

Requirements

• Plain language writing appropriate for the general public
• Accurate, descriptive alt text for all images
• Screen reader compatibility
• Proper, sequential heading hierarchy (H1→H2→H3)

2. User-Centered Design

Content must prioritize the needs of its primary audience. For student-facing pages, this means applying student-centered best practices.

Effective Student-First Content

• Anticipates common questions
• Uses direct, approachable language
• Makes key tasks easy (apply, visit, request info, explore costs)
• Provides clear next steps
• Supports program comparison and decision-making

3. Unified Brand Identity

All UNA web content must reflect a cohesive institutional identity through consistent voice, tone, structure, and layout.

Brand Consistency Requires

• Standardized templates and layouts
• Predictable, clearly labeled section headings
• Uniform program page structures
• Voice that is confident, warm, clear, and student-centered
• Tone that supports accessibility and trust