Resources for Web Content Managers

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Web Content Manager Training

  • Log in to mySeaport
  • Click SkillPort CBT
  • Click Browse the Library
  • Select UNCW Content Manager Training

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Web Publishing Protocols

File Names

  • HTML pages will end in .html (NOT .htm)
  • All lower case
  • No spaces, no underscores (if at all possible), no special characters
  • Short, descriptive file names.
It's simple: Keep it short and simple. (KISS)

1. Bad File Name: UNCWDivisionofAcademicAffairsOfficeofStudentConfusion.htm

(Note: All pages should have the extension .html rather than .htm)

Good File Name: studentconfusion.html

Best File Name: confusion.html

2. Bad File Name: UNCW_Division_of_Academic_Affairs.html

Good File Name: divisionofacademicaffairs.html

Best File Name: academicaffairs.hml

3. Bad File Name: UNCW Division of Academic Affairs Office of Student Confusion. html

which will end up looking like this: UNCW%20Division%20of %20Academic %20Affairs%20Office  etc.

Best File Name: confusion.html

The longer and more complex a file name is, the more frustrating it will be to the user who inevitably will mistype it. KISS!


Use headers in consecutive order. Structure is more important than design. Readers using assistive technologies as well as search engine robots will be reading the structure of the page only. Think in terms of a normal document outline.

  • Header One H1

  • Header Two H2

  • Header Three H3

and so on. Don't skip header order, and don't mix them up. H2 is always under an H1; H3 does not immediately follow an H1.

Title Protocol

All pages must have a title tag. The titles will go from specific (describing the current page) to general. Example:

Intramurals: Campus Recreation: Student Affairs: UNCW


We are required by state and federal law to have a fully accessible website. We must at a minimum, meet Priority 1 of Section 508 standards. Some examples:

  • All pages must have keyword and description meta tags. The keywords should be specific to the page. The description should tell what the page is about.
  • All images must have a descriptive ALT tag.
  • Provide a text equivalent for every non-text element (images, graphics, video, audio, PowerPoint shows, etc.) Make sure they are updated when the original item is updated.
  • All documents shall be organized so they are readable with styles turned off.
  • Row and column headers for all tables.
  • When a web page requires that a user have a plug-in, provide a link to that plug-in so they can download it. (PDF, Flash, etc.) Indicate if a link will take you to a non-HTML file. (PDF, Word Document, video, etc.) (external link)


  • Write for the web.
  • Proofread.
  • Use underlines for links only.
  • Never use "click here" for a link!
  • Make page content easy to scan. Break up large blocks of text. Put your content in a logical order.
  • Use language visitors understand. Avoid jargon, spell out acronyms the first time you use them, use plain language.
  • Be descriptive with your image ALT tags.
  • Information should never be more than three clicks away.
  • Make links obvious.
  • Be mindful of readers who wll be using assistive technologies, mobile devices, tablet computers, etc.
  • Check for broken links regularly.
  • Update your content regularly.

Writing for the web (external link)
Research on how users read on the web and how authors should write their web pages, by Jakob Nielsen and John Morkes.

Measuring Text Readability (external link)
Information on what you can do to improve readability on your website.

More resources:

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