All around best practices for digital

Best practices

User experience

SEO

Accessibility

Governance and compliance

Marketing best practice

Digital Writing

Identify your audience and their place in the funnel before beginning to write

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Titles are brief, topical and descriptive.

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Clear, simple, conversational language.

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Use descriptive subheads with searchable keywords.

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Conclusions first: Lead your page with your most important points. Never bury them. 

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Skimmable paragraphs: lead paragraphs with important points

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Use bullets instead of dense paragraphs.

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 White space helps digital readers absorb more information. Allow at least 30% or more.

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Provide cross-links to more reading on every page.  Never allow your page to be a “dead end.”

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Provide more reading on thank you pages. Visitors are interested.

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Digital content fields and functionality

Label all links with clear, descriptive text. Do not use “here,” or “click here.”

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Be sure your link copy matches the page title they will arrive at.

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Use descriptive alt tags on all images.

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Include transcripts on all videos.

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Include a descriptive meta description on each page.

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Content management and governance

Keep content fresh and updated. Evaluate all pages regularly (at least once a year)

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Expire and remove completed campaign pages.

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Name PDF files with clear, meaningful file names that include “SEI.”
(ex: SEI-gender-pay-report.pdf)

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Ask the content team to remove outdated PDFs from the Drupal

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Ensure the Properties fields are properly completed on all PDFs to reflect SEI

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Do not place non-retail PDFs into the Drupal file library

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