Preparing Content for Your Website

Introduction

Define Strategy Before Writing

Before you write anything, clearly identify:

1. The primary goal of the page (informational, recruitment, conversion, authority-building, etc.).
2. The primary audience; who is your visitor?
3. The main topic of your page (key phrase). In other words, what will people search for to find this page. The more important it is that your page be found in web searches, the more effort you should put into determining a main search phrase.

Content should not be published without clarity on these three elements.

Start with Your Visitor 

Before writing a page, ask yourself: 

• What question is the visitor trying to answer? 
• What task are they trying to complete? 
• What should they do after reading this page? 

Good web content begins with the visitor’s needs. 

For example, instead of explaining everything your office does, consider organizing content around questions such as: 

• How do I apply? 
• Who is eligible? 
• What services are available? 
• When are the deadlines? 
• Who should I contact? 

This approach improves usability while also making pages easier for search engines, AI systems, and assistive technologies to understand. 

Organize Content from Overview to Detail

Not every page should contain every detail. 

As a general rule, overview pages should remain concise and help visitors choose their next step. Topic and task pages can provide progressively more detail when visitors need it. As visitors move deeper into the site, they expect increasingly detailed information.

Top-Level Pages

Think of these as overview pages. These pages should introduce the topic, explain why it matters, and help visitors decide where to go next, including links to your site’s second-level pages. 

Examples: 

• About CU Denver 
• Student Life 
• Student Finances 

Second-Level Pages 

These pages expand on the overview, answer common questions, and direct visitors toward more specialized information.  

Examples: 

• About CU Denver > Why CU Denver 
• Student Life > Student Organizations 
• Student Finances > Tuition & Fees

Third-Level and Deeper Pages 

Visitors intentionally seek these pages because they want detailed information. Longer content is appropriate here when it helps answer their questions completely. 

This layered approach keeps your website approachable while still providing the depth expected of a university.  

Examples: 

• About CU Denver > Why CU Denver > Our Campus and Community 
• Student Life > Student Organizations > Sororities & Fraternities 
• Student Finances > Tuition & Fees > Graduate Tuition and Fees

Length Guidelines 

There is no perfect word count. The best page is the one that answers a visitor’s question completely without including unnecessary information. 

The recommendations below are useful starting points. 

Focus on Content Before Layout and Design 

When planning a web page, content comes first. Design and layout should support your content rather than drive it. 

This CU HypeLynx Web Guide demonstrates the page types and components available in CU HyperLynx. These resources are helpful once you begin building your pages, but don’t let the available components determine what you write. 

Instead, start by identifying your visitors’ questions, the information they need, and the actions you want them to take. Write and organize your content around those goals first. Once your content is complete, selecting the appropriate page layout and components becomes much more straightforward. 

Strong content can be presented effectively in many different layouts. Well-organized content is what ultimately creates a successful web page. 

Use Images with Purpose 

One excellent image is often more effective than several average ones. 

Every image should have a job: 

• Explain a concept 
• Reinforce an important message 
• Show authentic campus experiences 
• Help visitors understand a place or service 

Avoid adding images simply to fill space. Extra images can distract from important information and increase page length without adding value. 

When multiple images are appropriate – such as photo galleries, facilities, or step-by-step instructions – ensure each image contributes something unique. 

Use Icons Thoughtfully 

The Grid and Statistics components in CU HyperLynx include a large library of icons that work well for: 

• Service highlights 
• Feature lists 
• Calls to action 
• Visual organization 

Icons should support your content, not replace text. Visitors should never have to interpret an icon without accompanying words. 

Content Preparation Checklist  

Before you start writing confirm that you can answer the following:  

• Confirm that you can answer the following questions: 
• Who is the primary audience 
• What question, decision, or task brought them to the page? 
• What is most important information they need? 
• What should they do next? 
• Does this information already exist elsewhere? 
• Who will own and update the page? 
• When should the content be reviewed? 

Contact Us

For additional information or questions, please contact daniel.ruzich@ucdenver.edu.