How to write for the web

The main goal of the guide is to help editors write web content that is:

• Clear and accessible.
• Useful.
• User-centric.
• Uniform and coherent with the institutional identity.

Because of the above principles, some guidelines may distance themselves from practices commonly used by UniDistance Suisse staff and from more popular trends.

You should consult the guide any time you create new content or maintain existing content. 

• Difference between web and print
• Tone and clarity
• Typography
• Microcopy
• Media
• Search engine optimization (SEO)

• Glossary
• Operational processes

Do you have suggestions or ideas for improvement?

Contact

• https://developers.google.com/tech-writing/one/paragraphs
• https://styleguide.mailchimp.com/
• https://www.freecodecamp.org/news/what-is-open-graph-and-how-can-i-use-it-for-my-website/
• https://www.gov.uk/guidance/content-design/data-and-analytics#popular-keywords-seo
• https://www.gov.uk/guidance/content-design/writing-for-gov-uk
• https://www.gov.uk/guidance/style-guide/a-to-z#words-to-avoid
• https://www.nngroup.com/articles/better-link-labels/
• https://www.nngroup.com/articles/imagery-in-visual-design/
• https://www.nngroup.com/articles/photos-as-web-content/
• https://www.nngroup.com/articles/web-writing-show-numbers-as-numerals/
• https://www.noiise.com/ressources/content-marketing/longueur-ideale-page-web-pour-le-seo/
• https://www.siteguru.co/seo-academy/heading-title-tag

The UX design agency :ratio wrote this writing guide in collaboration with UniDistance staff in view of the redesign of the institution websites. The agency staff wrote the guide in 2025 on the basis of their expertise and of up-to-date sources.