Writing for the web should fulfil a clear purpose, and address the unique requirements of the online medium.
There are thousands of pages on Macquarie's website. Before adding another, always ask yourself what you want your content to achieve, and whether a web page is actually the best way to do it. Tailor your content to your goal. You should have a clear idea of who will read it, why, and how it will shape their experience with Macquarie University.
Pinpoint what you want your audience to do as a result of viewing your content, then provide the information they’ll need to take that action. Cut all unnecessary detail and stay grounded in one subject per page.
The university’s website exists to communicate our brand values and attract great students, staff, researchers and external partners. If your content has a different core purpose, our website isn't the place for it.
Whether your content is aimed at first-year students or prospective corporate partners, it should connect with readers on their level. Don't use jargon or other language that may stop people from understanding you.
Web readers are already overwhelmed with material. Reach them with content that's simple and direct. Use a consistent tone of voice and a regular structure to strengthen Macquarie's brand across the whole site.
Lead with your most important point. Use an ‘inverted triangle’ structure, with core information at the top and additional detail below. This way, readers will understand your message even if they don’t read to the end. Make your lists stand out with numbers or dot points.
Use informative headings to signpost where key information is. Heading text should be short, and written in sentence case. Always use headings in the correct order (H2, H3, H4 and so on) to ensure accessibility. H1 is reserved for the page title. H2 is used at the top of the page content, with subsequent headings or card titles being H3.
Be concise. Get straight to the point with simple sentences and short paragraphs that readers can understand at a glance.
Use short sentences; they’re punchier and easier to read. Aim for 20 characters, and don’t exceed 32. Remember to vary your sentence lengths within these limits so that your writing flows naturally. Break up sentences that have many commas or are hard to read aloud.
Use the active voice. The subject of your sentence does something to the object. People should do things, rather than things being done by people.
Use positive language. Write about what is, not what isn't. If something is not cheap, just say it's expensive. If someone is not staying, say they're going. Definitely avoid double negatives.
Give web readers a consistent Macquarie personality to engage with. Our brand’s distinctive voice is not only authoritative but friendly and inviting, making our audiences feel included in the important information we share.
Chapters, glossaries and tables of contents help us locate information in books. Decimals and keywords help us find those books in libraries. In addition to useful headings and clear content, tools like metadata descriptions help readers find content in the vast library of the internet.
Images, cards, embedded videos and other components can make pages easier to navigate, as well as more visually appealing. Include these features if they are relevant to your content.
Engage with your whole audience when you write accessible content.
Use words people would put in a Google search when you create page titles and headings. Fill out the meta description for your page (this is its Google summary) and write alt text for all images so search engines know what they're about.
The text of your link should tell the reader what they'll find if they click through. It should be descriptive enough to make sense out of context. This makes your user's journey clearer, and is important for writing accessible web content.
We are not accepting applications.
Many people don’t get enough exercise.
Aim to have only one point per sentence, and keep your sentences short. When the average sentence length is 14 words, people understand more than 90% of what they're reading.
We are not accepting applications at this point in time. A large proportion of people don’t get enough exercise.
Sentences over 25 words are difficult to read. Over 29 words, they become very difficult. With 43-word sentences, only 10% of your readers will understand your content.
Our academics' reputation for research quality is growing thanks to their:
Make it easy for people to scan your content by breaking it up with relevant headings, bullets and numbered lists.
Academics in the Faculty of Arts are developing their reputation for research quality in terms of producing high impact publications, gaining a range of competitive research grants and awards, working with government and industry and supervising higher degree research students.
It is recommended that paragraphs are no more than 150 words in three to eight sentences.
If you have any questions, please phone.
Write as if you’re talking to the reader face to face, whether they’re a new student, a researcher, or a staff member.
If there are any points on which you require explanation or further particulars we shall be glad to furnish such additional details as may be required by telephone.
Long sentences and fancy language are harder for readers to understand, and can actually make text seem less authoritative.
Use active rather than passive verbs, and specify the subject of the sentence. The active voice is more concise and direct. 'You can do it' is more engaging than 'It can be done'.
The passive voice is wordier than the active voice. It makes writing harder to understand, as the subject of a passive sentence is the person or thing being acted upon, rather than the actor.
Put the most newsworthy information first – who, what, when, where, why, and how. Follow up with other key details, then general background.
Don’t hide the key words and most pertinent details words at the end of a sentence, especially when most readers scan pages looking for them.
Use positive language to make your statements clearer and more concise. Avoid words like no, not and didn't where possible.
Don't write negative sentences if you can avoid it. They're longer, and it takes more work for readers to understand what they're saying – just think of how confusing double negatives are.