Web Communications at UM-Flint
The Office of Marketing & Communications provides leadership in web communication and digital strategy to support the marketing and visibility of the University of Michigan-Flint. Our team manages the university’s primary website, oversees the web content management system, and ensures that digital content follows best practices in accessibility, usability, and brand consistency. Through these efforts, we help academic and administrative units share their stories, connect with audiences, and strengthen the UM-Flint brand online.
Contact Information
Jessica McPike
Website Administrator
mcpikej@umich.edu
On this page
Writing for the Web
When creating web content, always think like your audience. Ask yourself: If I were visiting this site, what would I need or expect to find immediately? Users skim and scan more than they read word-for-word, so clarity and structure are key.
Best Practices for Web Writing
- Front-load important information
Place the most critical details at the top of the page. Most users scan first, then decide if they’ll read more. - Use headings to organize content
Headings act as signposts, breaking content into clear sections and making it easy for readers to find what they need quickly. - Keep it concise with bullets and short paragraphs
Online readers prefer content that is easy to skim. Use bulleted lists with keywords upfront and break text into short, readable chunks. - Write descriptive link names
Links should explain their destination without relying on surrounding text. Avoid vague labels like “click here.” Instead, use links that describe what users will find. - Stick to familiar language
Use plain language and common terms your audience recognizes. Avoid jargon, acronyms, or insider phrases that may confuse users. - Provide context
Visitors may land on any page directly from a search engine, so each page should stand on its own. For example, don’t just link to a PDF, explain what the file contains and who it’s for. - Be consistent
Maintain consistent formatting, style, and tone across the site. Users value clarity over cleverness and expect a uniform experience.
The Inverted Pyramid of Five W’s
The Inverted Pyramid is a style of writing often associated with news stories. In this style, the first sentence is the most important, providing a summary of the entire article.
Writing for the web should be the same. The most important information should be at the top of the page, followed by supporting information, including the five Ws (Who, What, When, Where, Why). The supporting information should be in the middle of the page, and the least important information should be at the bottom of the page.
Do’s and Don’ts for Web Content
Links
Do use descriptive, meaningful link text:
- Links should make sense out of context.
- Instead of: Click here to learn more about our program requirements
- Use: Psychology program requirements are managed by the Behavioral Sciences department and updated yearly.
- Links should explain what they offer.
- Instead of: Photos of our past events are here, here, and here.
- Use: Photos of our past events: Alumni Day, 30-Minute Mentors, and Homecoming.
- Avoid verb phrases.
- Instead of: Learn more about student leadership events
- Use: Student leadership events
- Avoid pasting raw URLs.
- Instead of: https://umflint.edu/admissions/transfer
- Use: Transfer Admissions
Do link to existing UM-Flint content whenever possible. This ensures information stays accurate and eliminates duplicate updates.
Do open links in a new tab only if:
- They go to a file or
- They lead to an external website (outside of umflint.edu).
Do fix or remove broken links. They hurt the user experience and negatively impact Search Engine Optimization.
Don’t set UM-Flint internal links to open in new tabs.
Buttons and Calls to Action
Do use buttons sparingly.
Don’t overload a page with too many buttons or links. If everything is emphasized, nothing stands out.
Left Navigation
Do keep left navigation items to seven or fewer.
- If you have more than seven, reorganize into broader, audience-friendly categories.
Don’t overwhelm users with long navigation lists, they’ll struggle to find what they need.
Lists
Do use the Links Grid or lists to organize related content.
- This makes information concise, scannable, and easy to consume.
Images
Do compress images to under 1 MB.
- Use JPGs when possible, they’re smaller than PNGs.
- Use PNGs from items that need a transparent background such as a logo.
- Large files slow down page loading and hurt SEO rankings.
Don’t upload oversized images directly into WordPress. Compress them first with a graphics program before adding to the site.
Image sizes used on website
- General Photo Sizes
- Smaller Horizontal: 555×370
- Portrait and other images: 370×450- This is the size of portraits on the website
- How to save: In Photoshop > File > Export > Save for Web (Legacy) > Desktop
- File Type: jpg
- Quality: 63
- Level: High
- For anything larger than 1 MB please optimize the jpg file through TinyJPG
Style Guide Preferences
Do follow UM-Flint Style Guide:
- Phone numbers: 810-762-3000
- References: UM-Flint or University of Michigan-Flint
Don’t use these formats:
- U-M Flint
- U of M Flint
- UMFlint
- U of M-Flint.
Don’t use ALL CAPS for emphasis it’s harder to read online.
Headings
Do use headings to structure content, like an outline:
- Heading 1 (H1): Page title (used once per page)
- Heading 2 (H2): Major sections (like book chapters)
- Heading 3 (H3): Subtopics within a section
Do use headings in order (H1 → H2 → H3). This improves readability, accessibility, and SEO.
Don’t use headings to make text bigger or bold. Headings must follow the correct hierarchy.
In WordPress, headings and paragraph text size can be changed on the right side under Styles > Typography > Size
Related Resources
Do include Related Resources if relevant.
Don’t leave the element on a page if you aren’t using it; remove it for a cleaner design.
Frequently Asked Questions
How do I make changes to my webpage?
Individuals can use the Website Update Request or email mac-flint@umich.edu to submit feedback, issues, suggested changes, request a new page or comments.
What should be on your website?
Think about your audience, their goals, and your department’s priorities. Your website content should be designed to meet the information needs of the people you serve every day.
Ask yourself:
- What questions or information is my audience looking for? Your website should provide those answers.
- What services do we offer? Make sure your site makes them clear and accessible.
- What do we want our audience to learn? This is your chance to tell your story and highlight your department’s value.