There are several steps between an idea and a published web text. Sometimes you’ll go through all of them; other times just a few.

Define your purpose, audience and message

Before you start writing, it’s important to clearly define your text’s purpose. You’re writing from the UvA with a specific goal in mind. Do you want to inform the reader, persuade them, or help them complete a task?

Try to summarise the core message of your text in a single sentence: what is the main thing the reader should know after reading it? This will help you separate the main points from the details and structure your story logically.

Your readers also come to a website with a specific goal. And they want to find the answer as quickly as possible. That’s why it’s important to understand who they are and what they need: who are you writing for? What does the reader already know? What do they want to do or find out?

Make the text scannable and digestible

Research shows that the less text on a web page, the more of it gets read. So don’t try to say everything—focus on the core message.

Use the inverted pyramid principle: put the most important information at the top. As content expert Gerry McGovern puts it: ‘A website is not a murder mystery. Tell them who did it in the first sentence.’

Online, visitors often don’t read—they scan. So make sure your text includes strong anchor points such as headings, subheadings, a concise introduction, bullet points and links. These elements should collectively reflect the core content. This helps the reader find their way around the text.

Got a lot to say? Break your content into short sections with headings. Each paragraph should focus on one topic only.

Text structure in brief:

• The title conveys the core message
• The introduction (max. 50 words) summarises the key point
• The first paragraphs contain the most important information
• Any additional details go at the end
• Each paragraph covers one topic and has a clear subheading

Apply the UvA writing style and spelling conventions

Once the foundation is in place, you can begin writing. Use the UvA’s writing style and make sure to apply the correct spelling and phrasing as agreed upon within the university.

Do an SEO check

Most online visits start with a search engine like Google. The good news: search engines favour well-written, structured, current content—just like users do. Following the steps for writing good web content benefits both your readers and your search visibility.

Use keywords logically in the title, headings, summary (meta description) and URL—these are weighted more heavily by search engines. Don’t overdo it: one or two mentions in subheadings is enough. The term should also appear naturally a few times in the body text.

Where possible, also use synonyms for your key terms. For example, use study results as a synonym for grades.

Choose appropriate visuals

If you’re including images or videos, select them carefully. They should add value for the reader and not interfere with the information.

Be aware of the difference between decorative and informative visuals. An informative image conveys content—for example, an infographic, organisational chart or campus map. A decorative image does not convey essential information. Whether or not the reader sees it doesn’t affect their understanding of the text. However, it can make a page feel more lively.

Ensure that your use of visuals complies with accessibility guidelines and copyright and portrait rights. See the internal guidelines on image use (for staff).

Avoid outdated content

As a content editor, your aim is to help visitors as effectively as possible. It may be tempting to communicate about things that are not your responsibility, but in practice this isn’t wise. Such information is difficult to keep up to date. So stick to content you’re responsible for and where you are in direct contact with the subject matter expert (also called: information owner).

Refer to external sources when necessary.

• Don’t: We are easily accessible by train. The train from Amsterdam Central Station departs every hour at 15, 35 and 55 minutes past the hour.
• Do: We are easily accessible by train. View current departure times at ns.nl.

Write in a way that doesn’t quickly become outdated. Use objective time references.

• Don’t: Last year, the UvA ranked second.
• Do: In 2021, the UvA ranked second.

Check accessibility

By complying with accessibility guidelines, our websites are usable for everyone—including people with visual impairments who use screen readers. These guidelines are also a legal requirement.

Are you presenting essential information through an image, video or infographic? Then include a written version of the content as well, so it can be read by screen readers.

Make sure link texts are meaningful out of context. Screen readers jump from link to link and read only the link text aloud. A link such as ‘Read more’ or ‘Click here’ doesn’t convey enough information. Clearer examples are: ‘Read the UvA’s purchasing terms’ or ‘Visit the Intree website’.

Determine whether an English translation is required

The UvA is an international university, so much of our web content is also available in English. Check whether an English translation (on the staff website) of your content is required or advisable. If so, ensure the translation is done by a native speaker and that it complies with the UvA guidelines for English texts. The UvA uses British English.