Web, UX and Accessibility

Accordions can help reduce page length and clutter, improve scanability and minimize scrolling; however, they can reduce visibility and require additional interaction. They should be used primarily for lower-priority information.

Avoid using accordions for:

• Essential information
• Critical calls-to-action
• Small bits of information, such as a single sentence or link.

Due to accessibility concerns, accordions should never be nested inside other accordions.

The Web team will use the approved UD color palette and comply with the UD Color Accessibility Chart and WCAG contrast requirements.

Colors outside the approved palette may be added through imagery and photography. Requests for custom colors may be approved depending on need (e.g., culturally-significant colors).

Color must not be used as the sole means of conveying information.

The Web team will avoid the use of stock photography and prioritize authenic, UD imagery.

Images containing text should be avoided. If no suitable alternative exists, the text will be provided within the page's body copy to ensure accessibility.

In certain cases, a shortened URL may be appropriate, such as:

• Promotional items with small imprint areas
• Digital signage
• Print materials

The Web team will request official "udel.edu" friendly URLs through the Office of Communications and Marketing (OCM) on a limited basis.

Friendly URL requests are reviewed and approved by OCM through twice-monthly deployments, on the second and fourth Monday of each month. Please plan accordingly.

Full list of Student Life friendly URLs

Link text should be meaningful for accessibility compliance. Do not use “click here" or "read more."

Don’t use a url as link text. (e.g. https://www.udel.edu/apply/undergraduate-admissions/)

Avoid repetitive links on a single page—especially within the same section.

The link text for email addresses should be the email address, not a name (e.g., Contact johndoe@udel.edu for information).

The Web team encourages limiting the number of top-level navigation options on each department’s website to a maximum of 10 items. Seven or eight items is ideal.

Menus can have no more than two sub-levels. This is a web platform restriction and usability best practice.

Navigation Label Tips:

• Create navigation labels that are concise, familiar and comprehensive.

• Don't use internal or branded terms as navigation labels. Instead, use broader language to describe the service offered.

• Avoid vague labels such as “learn,” “explore” and “discover.”

• Front load navigation labels with the most important words first.

PDFs are intended primarily for print distribution and are not optimized for web or mobile use. They are also not inherently accessible. Whenever possible, avoid using PDFs on websites or in email communications.

Avoid linking to a Google Doc or Google Sheet from a website, as they are not inherently accessible and may become unavailable if permissions change.

The Web team will determine the most appropriate format for all documents. In most cases, content should published as a web page or HTML content on an existing page.

Acceptable Use of PDFs

A PDF may be used only when the cotent:

• Cannot be effectively presented as web content

• Must be printable

• Functions as a fillable form or worksheet 

Accessibility Requirements

All PDFs and documents must comply with WCAG 2.1 Level A and AA standards. Staff must use the PDF Accessibility Checker in Adobe Acrobat to identify and correct issues. The Web team will perform final accessibility review and remediation before publication.

Revisions and Archiving

When updating an existing PDF, include the revision date within the document (e.g. footer). Do not use filenames to indicate revision dates.

The Web team does not maintain archives of departmental documents. Old versions will be deleted when new versions are uploaded.

Requests for new web pages will be reviewed by the Web team. In some cases, a full page may not be necessary. We will consult with your team to identify the best solution for presenting the content.

Pages should have a clear, cohesive theme and one primary call to action.

Keep page content concise and user-friendly. Excess text can reduce readability, especially on mobile where content appears more compressed.

If content is low volume (under 250 words) or closely related to an existing page, it may be better added to that page instead of creating a new one.

More pages mean more clicks. Minimizing clicks improves user experience.

Anchors can be used to link directly to sections without creating separate pages.

Event Pages

The Web team does not create standalone pages for one-off events. These should be promoted through the UD Events and Student Central calendars, social media and the Blue Hen Life newsletter.

Exceptions include:

• Signature event series spanning a full semester (e.g., Perkins Live, Trabant Now)

• Multi-day signature programs with multiple events (e.g., UD Welcome Days, Parents and Family Weekend, Geek Week)

• Full day conferences with multiple sessions (e.g., Student Success Summit)

SL Comm will review and edit submitted copy to meet branding, AP style, accessibility and readability guidelines. We are happy to share insight into the changes and aim for consensus, but please be aware SL Comms is the final authority on web deliverables.

Guidelines for Web Copy

1. Follow AP style guidelines
   
2. Kill the welcome mat: Users don't read, they scan. Don’t waste word count on generic "welcome" or "thank you" messages.
3. Use simple, clear language: Avoid jargon. Aim for a 8–9 grade reading level. Use the Hemingway App to check and improve the readability of your text.
   • EXAMPLE: Use simple language.
   • NOT: "Utilize a mode of expression characterized by lexical simplicity."
4. Make text scannable: Break content into small, meaningful pieces.
   • Use descriptive subheadings to organize content.
   • Break complex information into bulleted or numbered lists.
5. Be brief: Cut the word count in half, then cut it in half again.
   • Keep sentences short (20 words or fewer).
   • Avoid redundancy. Cut words, phrases or sentences that repeat the same idea.
   • Trim modifiers that are unnecessary for comprehension.
6. Use active voice:
   • EXAMPLE: Students should complete the form.
   • NOT: The form should be completed by students.
7. Use a conversational, informal tone: Don't use slang, but write in the same way you would speak to students, parents and other University stakeholders. Use contractions and express excitement when appropriate.
   • EXAMPLE: "We're so excited to welcome you back for another amazing school year!"
   • NOT: "We are pleased to oversee the students' return to campus for a consecutive academic year."
8. Use Point of View (POV) consistently:
   • Use second person POV (you) when students are the sole audience for a page.
   • Use third person POV when a page has multiple audiences (e.g., students and families).
9. Leverage bulleted lists:
   • Use parallel sentence construction for all list items.
   • Write list items to have similar line lengths.
   • Avoid repeating the same word(s) at the beginning of each list item.
10. Avoid repeating hyperlinked phrases: Link the first instance only, or add a CTA at the top of the page.
11. Keep content evergreen: The bulk of web copy should be evergreen information, with limited specific details being added in as necessary.
12. Use the inverted pyramid: Present the most important information (or conclusion) first.
    

Text Formatting

• Avoid using ALL CAPS.
• Use bold if you need to emphasize text.
• Limit the use of italics. One possible use case is for footnotes.
• Don't use underlines, as the text may be confused for a link.