Writing Great Web Content

Introduction

Web Content Essentials

You do not have to be technically inclined to create high-quality web pages. Most of the principles in the section are likely things you already practice instinctively: clear organization, concise language, and writing with your audience in mind.

This page presents those fundamentals in a structured, consistent way so that every page across the site meets a shared baseline for clarity, accessibility, and quality. Think of this page as a practical checklist to help organize writing and ensure content works well for both users and search engines.

Search Engine Optimization (SEO) Minimum Requirements

Meeting SEO standards helps web pages increase visibility on search engines. Every page must include a core set of elements:

• A clearly defined focus key phrase.
• Key phrase in the first paragraph.
• Key phrase in at least one subheading (H2 or H3).
• Clean, readable URL slug.
• A meta description.

Focus Keyphrase Standards

The key phrase should:

• Appear naturally throughout the content.
• Appear in the title.
• Appear in the slug.
• In longer content (1,000+ words), the key phrase should appear naturally several times (roughly four to six times).

Avoid keyword stuffing or forced repetition, as this will hurt the search visibility of the page. Minor variations can be used, but do not stray too far from the original phrase. Of all these components, the key phrase appearing naturally is the most important. A meta description should describe key content components. Do not restate the title or copy on-page content.

Write for People Who Scan 

Research consistently shows that most web visitors scan before they read. 

Help them find information quickly by: 

• Starting with the most important information 
• Using Headings with descriptive text 
• Keeping paragraphs to 2–4 sentences 
• Using bulleted lists where appropriate 
• Highlighting key actions 

A visitor should understand the purpose of your page within a few seconds. 

Structure for Readability

Because visitors scan before they read, structure your content to follow this behavior. Using Headings (in the upper left corner of the Text component) makes the point of the page clear immediately.  

• Use one Heading 1 per page. (Good news: CU HyperLynx handles this for you!)
• Use Heading 2 approximately every 300 words.
  • The heading 2 above is “Write for People Who Scan.” That declares a new page section.
• Use Heading 3, Heading 4, etc., for subsections when needed.
  • The heading 3 above is “Structure for Readability.” That is the subsection.
• Keep paragraphs between 2–5 sentences.
• Use bullet points where appropriate.

Avoid large blocks of uninterrupted text. Long-winded content tends to get skipped entirely by users and ranked poorly by search engines (including AI search).

Write Clearly and Concisely

• Limit passive voice (less than 10% of written content).
• Avoid excessive jargon and acronyms.
• Keep long sentences under 25% of total written content.

Ask yourself, “does this sound overly academic or bureaucratic?”. If so, revise for clarity. For more details, please visit CU Denver’s Editorial Style Guide.

Answer Questions Directly 

Search engines, AI-powered search tools, and assistive technologies all perform better when pages answer questions clearly. 

• Instead of writing “Application Information” consider writing  “How to Apply.” 
• Instead of “Parking” consider “Where Can I Park?” 

Question-focused headings reflect how people search and make content easier for both humans and technology to understand.

Linking Standards

Internal Links

• An internal link is a link to another page within the ucdenver.edu domain.
• Approximately one internal link per 300 words.
• Use descriptive anchor text.
• Link only when contextually relevant.

Avoid excessive or redundant linking, as this can negatively affect user experience.

External Links

• An external link is a link to a page outside the ucdenver.edu domain.
• Limit to five or fewer per page.
• Link only to credible, authoritative sources.
• If the external link opens in a new tab, alert the user before clicking.
• Avoid linking to direct competitors.

Digital Accessibility Benefits Everyone

Creating and maintaining digitally accessible content serves CU Denver’s mission to make education work for all. Additionally, web accessibility practices are required by law to ensure that all web users have access to web content. 

Help make your content accessible by: 

• Using descriptive headings with proper hierarchy
• Writing meaningful link text 
• Organizing content logically 
• Using lists where appropriate 
• Keeping paragraphs concise 
• Providing alternative text for informative images
• Avoiding placing essential information inside images
• Avoiding unnecessary jargon 

These practices improve readability for everyone, not just people using assistive technology. For more information on digital accessibility, please visit the Foundational Five – Digital Accessibility Easy Wins page.

TLDR – Web Content Essentials

Below is the TLDR (“Too Long; Didn’t Read”) summary of the Web Content Essentials section of this page. Use the bullets below as a simple “best practices” list, and refer to the above details for specific guidance.

• Messaging and strategy aligned
• Focus keyphrase chosen
• Keyphrase in first paragraph
• SEO-focused title
• Meta description written
• Slug optimized
• Proper heading structure used
• Internal links added
• Images include alt text

Contact Us

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