Digital Style Guide
Walla Walla Community College’s website content is maintained by the Marketing and Communications Office.
How to Use Headers and Subheadings Effectively
Headers and subheadings play a crucial role in creating content that’s easy to read and understand. They help search engines and readers quickly identify the main ideas on a page. Including keywords in headers and subheadings can improve how well your page ranks in search engine results.
When writing long articles, break up the text with subheadings every 200–300 words, or wherever it feels natural. These subheadings should give a clear idea of what the next section is about. This helps readers find the information they need quickly, especially since many people scan online content rather than reading every word.
Using headers and subheadings is also essential for accessibility. People with visual impairments often use screen readers, which rely on header tags (like H1, H2, and H3) to navigate a page. Screen readers give priority to these tags, so they’re more effective than bold or italicized text for highlighting key points.
Keep in mind that the importance of a header decreases as the number increases. For example, an H2 header should cover a more important topic than an H3 header. Using this hierarchy makes your content easier to follow for everyone.
By using headers and subheadings well, you make your content more accessible, engaging, and easy to navigate.
Header 2
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Header 3
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Adding Links and Keywords to Your Content
When mentioning a page or document in your writing, always include a link to it. Key links should appear naturally within the content and, when appropriate, also be included in areas like the “Additional Resources” section on the side of the page.
Make sure your hyperlinks are embedded in meaningful keywords rather than generic phrases like “click here.” For instance, “Learn more about the bachelor’s program” is more engaging and informative than “Click here to learn more.”
Using both internal links (to other pages on the WWCC website) and external links (to trusted websites outside the college) can also boost the college’s search engine rankings.
When writing your content, think about the words people might type into a search engine to find the page. These keywords should be included naturally within your text to make it easier for search engines and users to understand your content. Avoid trying to “trick” search engines by adding a list of unrelated search terms—this approach is ineffective and can hurt your credibility.
By adding thoughtful links and carefully chosen keywords, you make your content more useful, engaging, and searchable.
Use Alt Tags for All Images
Including “alternate text” or alt tags for images is essential for accessibility and maintaining compliance with the Americans with Disabilities Act (ADA). Alt tags provide descriptions of images for people using screen readers and also display when an image doesn’t load properly.
Alt tags should clearly describe the image’s content. For example, instead of simply labeling an image as “Warrior Mascot,” use a more descriptive alt tag like “A portrait of the WWCC Warrior mascot with students.” This ensures everyone understands the image’s purpose, even if they can’t see it.
Be mindful when using images that contain text. Text within images can be hard to read and may decrease ADA compliance. If you must use an image with text, include a detailed alt tag to explain the text.
Avoid using charts, tables, or other complex visuals as images without providing additional context. Instead, present this information in an accessible format alongside the image.
For emails and social media, never rely solely on text within images to convey important information. While you can post a flyer, make sure to include the critical details in the email or post’s text as well.
By using descriptive alt tags and designing content with accessibility in mind, you create a more inclusive experience for all users.
Use Descriptive Metadata
Metadata is the unseen text that search engines use to determine what your page is about. While it isn’t as important as headers, including good metadata can still make your page more effective in search results. Our team will ensure your page includes the right metadata, but here’s how it works:
Meta Headline: This is the main headline that appears in search results. It should be less than 70 characters and include easy-to-search-for keywords. Using “WWCC” in the meta headline is perfectly fine and can improve visibility.
Meta Description: This is the text that appears under the headline in a search result. It should clearly explain what the page is about so users can decide if it meets their needs. Keep it under 150 characters and include strong keywords.
Keywords: These are additional words or phrases related to your page that help search engines categorize it. Keywords should be separated by commas and include terms like “Walla Walla Community College,” “WWCC,” program names, faculty, degree types, and common abbreviations.
By using descriptive metadata with strong keywords, you make it easier for search engines and users to find and understand your content.