Writing for the web is different from writing a report, email or putting together a PowerPoint presentation. You should expect to devote some time to make your content web-friendly and be flexible in altering it for different media.
Web readers want information right now, so they:
- Speed through text at a few seconds per page
- Scan pages for quick information
- Are reluctant to scroll down
UC San Diego websites deliver information fast by:
- Talking directly to the reader (second person)
- Writing clear, concise, scannable pages
- Placing key information at the top of the page
- Linking to more detailed pages
Tone: Blink and TritonLink communicate in a friendly, conversational tone. We write directly to the reader, use contractions, and read your writing aloud to make sure it sounds like something you'd say.
Voice: Voice represents the "person" who is speaking to the reader. Step into the correct persona when you write for Blink and TritonLink:
- Blink's voice is a knowledgeable colleague, a staff member who can clearly explain business processes.
TritonLink's voice is an advisor, a trusted representative of UCSD, someone who sits on the same side of the desk as the student to explain academic, financial, or other essential information.
Style: Style guarantees consistency in capitalization, punctuation, and spelling. Is it "a.m." or "A.M."? "Mail Code" or "mailcode"? UC San Diego sites use a common style guide to keep their content consistent.