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Write for Scanners, Not Readers

When it comes to web writing, the biggest rule is simple: people don’t read, they scan. Most users visit a page to find specific information quickly. Your goal is to help them do that with clear, concise, and purposeful content. On the web, less is truly more.

Know Your Audience

Every page should be written with your audience in mind. For most campus websites, that means prospective students—and they’re looking for answers, not internal details.

Other key audiences may include:

• Employers interested in hiring graduates
• Corporate partners looking to collaborate
• Donors seeking investment opportunities
• Current students exploring programs
• Parents gathering information
• Non-traditional students exploring evening or online classes

Always ask: How does this content serve my audience? If content is required for accreditation or compliance, you can link to it, but it doesn’t have to be featured prominently.

Get to the Point

Because web users skim, clarity and brevity are essential. Keep sentences short and paragraphs focused.

Use Compelling Images & Headlines

A strong visual paired with a clear headline can capture attention instantly. Use high-quality photos and concise headlines to guide users through your page.

• Avoid blinking or animated graphics—they distract and date your page
• Add relevant images to break up content
• Use thumbnail images to highlight key sections

Explore approved header images and photography options in the .

Write in Plain English

Clarity builds trust. Avoid jargon, clichés, and filler words. Use plain language and an active voice.

What Not to Do

Our office staff maintains records for all students who have been admitted to the college. We are committed to providing students, faculty and other employees with customer-oriented administrative support for registration, maintenance of student records and academic history, graduation, transcripts, academic standing and other related areas.

Better Version

The Office of the Registrar maintains all student records. We help students with:

• Academic history
• Graduation
• Transcripts
• Academic standing
• Other record requests

Remember: Georgia Southern’s voice is warm, clear, and student-centered.

Keep It Fresh

Outdated information signals neglect. Regular updates show your audience that your page—and your department—are active and engaged.

Web Maintenance Checklist

• Verify all information, dates, and times are current
• Rotate photos every few weeks
• Check for broken links (Siteimprove can help)
• Post short announcements or news items weekly
• Gather user feedback to guide improvements

Even small updates make a big difference in keeping your content relevant and trustworthy.