Get tips on how to write clear, engaging content that’s easy for your audience to read and scan.
Keep content short and to the point
Include only one idea per paragraph
Lead with the most important information
What someone needs to know should be written first.
Use plain language
Use everyday words, like ‘help’ instead of ‘assist’.
Avoid jargon
Write in an active voice
Say “we offer business and leadership programs” instead of “business and leadership programs are offered”.
Be conversational
Write like you’re talking to someone.
Include keywords naturally
Think about what users would search to find this content online.
How to write content for the web
Headings help both readers and search engines quickly understand your page content.
- Write headings that describe exactly what information follows it.
- Keep them short (one to five words is ideal).
- Use sentence case (only the first word is capitalized).
- Frame the header as an action when appropriate.
Examples
How to apply
Application Information for All Applicants
Font styles are set automatically within the CMS. At times, you can add formatting to body content to aid in scannability.
Bold
- Use to highlight important words or phrases only
- You don’t need to bold a heading—this is automatically done in the CMS
Italics
- Use for proper titles of books, periodicals, newspapers, journals and magazines, plays, movies, long musical works, songs, albums, television and radio shows, works of visual art, and names of ships and aircraft.
- Foreign words that are not part of the English language should also be in italics.
- “The scientific name for the rainbow trout is Oncorhynchus mykiss.”
- Exception: alma mater.
Underline
- Never use underline unless it’s a link. Link text will automatically be underlined in the CMS.
Use numbered lists when the order matters (for example, steps to complete an application).
Use bulleted lists for all other instances.
Columns, when used properly, can make information easier to scan.
When to use columns
- You have short, related chunks of content.
When to avoid columns
- Your text is long or complex.
- You have step-by-step instructions or important details that must be read in order.
- Your content won’t fit nicely into balanced sections (one column ends up much longer than the other).
Best practices for columns
- Keep them balanced.
- Use short, scannable text.
- Always preview on mobile—check that your content still reads well when stacked on smaller screens.
If you have more than 3-4 sentences of text per column, consider sticking to a single column layout instead.
When linking to another webpage, follow these rules:
Dos
- When referring to another page on the site, the copy should link to that page.
- Always open documents and external links in a new tab.
- Check external links regularly to ensure they are still relevant and working.
- Use lowercase for web addresses unless capitalization is part of the proper address.
- Link emails, but include the address written out as well.
- For example, "For more information, contact site.feedback@sait.ca"
Don'ts
- Never use the words “click here.”
- Don’t link entire sentences; link the copy describing the link location.
- For example, “SAIT offers many dining options.”
- Do not include punctuation marks in linked text.
- Do not include http:// or www. within the copy.
- For example, sait.ca NOT www.sait.ca.
- Never link a heading or subheading.
Apply SEO basics to your content
Search engine optimization (SEO) helps your content get found by people looking for it online. Follow these simple steps when adding or editing content:
- Include keywords naturally—use words and phrases your audience is likely to search for. Don’t overstuff them.
- Use keywords in headings and page titles.
- Include only one H1 per page—this should match the page title. Use H2s, H3s, H4s, and so on for subheadings within your body content. Do not skip heading levels and ensure proper h tags are used (h1, h2, h3, and so on).
- Write descriptive links—link text should explain where it goes (never use vague text like “click here”).
- Add alt text for images.
- Add a short and clear meta description—one to two sentences summarizing the page content (max ~160 characters).
Writing style guide
All content contributors should be familiar with the SAIT Writing Style Guide. The guide outlines how to write in SAIT’s institutional voice, commonly used names, words and phrases, correct punctuation, capitalization, dates, times, addresses, phone numbers and more.
Brand standards
Contributors should also be familiar with SAIT's Brand Standards, including the appropriate use of our logo and colours.
Contact Digital Experience and Strategy
Get help with content updates, creating new pages and sections, reporting, UX best practices and more.
Oki, Âba wathtech, Danit'ada, Tawnshi, Hello.
SAIT is located on the traditional territories of the Niitsitapi (Blackfoot) and the people of Treaty 7 which includes the Siksika, the Piikani, the Kainai, the Tsuut’ina and the Îyârhe Nakoda of Bearspaw, Chiniki and Goodstoney.
We are situated in an area the Blackfoot tribes traditionally called Moh’kinsstis, where the Bow River meets the Elbow River. We now call it the city of Calgary, which is also home to the Métis Nation of Alberta.