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8. Copywriting Best Practices

Follow these style guidelines and best practices to write engaging and clear pages.

Writing Style Guide

Style refers to the guidelines that editors and writers follow whenever they refer to persons, places and things; whenever they capitalize, abbreviate, punctuate or spell. 

Explore our Writing Style Guide.

Where Do I Begin?

Before writing content for your page, read through:

New Page Prep Worksheet: Who are you writing for? What’s the purpose of the new page? What resources do you have? 

Page Creation Guidelines: Is your content going in the right place?

Keep in mind: The goal of your page, and your copy, is to inspire action in your audience.

 

What type of page am I writing/editing?

When writing or editing content, it’s important to first understand the primary purpose of the page you’re working on. This understanding shapes how you approach the tone, structure, and functionality of the content. Some of the tips provided in this guide will be more relevant to your specific page type, while others may have less bearing. Exercise your best judgment, but always prioritize clarity, usability, and alignment with A-State’s brand values.

  • Identify the Page’s Purpose
      1. Is it marketing-focused? Marketing-heavy pages are designed to capture attention, inspire engagement, and persuade the reader to take action (e.g., request information, schedule a visit, or apply). These pages often require a more dynamic and engaging tone, as well as the use of strong visual elements, storytelling, and clear calls-to-action (CTAs). Consider how the page will communicate A-State’s unique value proposition and make a strong impression on prospective students.
      2. Is it transactional or straightforward? Transactional pages serve a more functional role, such as providing specific information or guiding users through a process (e.g., submitting an application, reviewing tuition fees, or checking degree requirements). While the content may be more straightforward, it’s still important to frame the information in a way that’s user-friendly, clear, and engaging. Even these pages can subtly reinforce the A-State brand through thoughtful language, tone, and organization.
    1. Keep the Prospective Student at the Center: No matter the type of page, always write with the prospective student’s needs, questions, and journey in mind. Consider:
      1. How will this page help them? Ensure the content provides value, whether it’s answering questions, clarifying a process, or inspiring them to envision themselves at A-State.
      2. What can they learn about A-State from this page? Every page, whether functional or marketing-focused, should contribute to the overall story of A-State. Even a seemingly transactional page, like one explaining financial aid, can emphasize the university’s commitment to accessibility and student support.
  • Framing Content Effectively
      1. For transactional pages: While these pages are more utilitarian, consider how to frame the content in a way that draws users into the experience. Use clear headings, concise language, and straightforward navigation to make the information easy to find and understand. Add value by highlighting how A-State simplifies or supports the process being explained.
      2. For marketing-heavy pages: Leverage the full suite of tools available—visual elements, storytelling, and strategic organization of content. Use page display types (e.g., image galleries, testimonials, CTAs) to market A-State’s strengths effectively. Ensure that every element of the page works cohesively to create an inspiring and memorable experience.
  • Leveraging A-State’s Brand Values
    1. Reinforce the A-State identity through the tone, imagery, and storytelling used in your content.
    2. Highlight brand values like innovation, inclusivity, and community pride to build trust and connection with your audience.

Whether your page is primarily marketing or transactional, always strive to create a seamless user experience that aligns with A-State’s mission and values. Every page is an opportunity to connect with prospective students, showcase A-State’s strengths, and help guide users on their journey.

 

Writing for the Web Tips 

Writing for the web doesn’t have to be daunting. You can write! Follow these tips to craft effective, audience-focused content.

  • Always Ask: "Why Should They Care?"
      1. Write for your audience. Think about the prospective student.
        1. Use personas to guide your tone and content.
        2. Speak to readers, not at them. Use “you” (not “students”) and “we” (not “the school”).
      2. Focus on benefits. Instead of listing what your office/program offers, show how it benefits the audience.
        1. Example: Instead of “Our mission is…,” rewrite it to reflect how it impacts students directly.
        2. Student-focused example: “At [Department Name], we’re here to help you [specific benefit].”
  • Start Strong
      1. Make your headline count. A great headline grabs attention and encourages readers to keep going.
      2. Use the Eugene Schwartz method: Every sentence compels the reader to move to the next.
      3. If the tone allows, align your headline with your brand personality—even if it’s transactional.
  • Tell Student Stories
      1. Why stories?
        1. Human connection. They make your services relatable.
        2. Originality. Your student, faculty, and alumni stories are unique to your institution.
      2. What makes a story?
        1. Character: The audience (your student) who wants something.
        2. Problem: A challenge they face.
        3. Guide: Your program or service that helps.
        4. Call to Action: The steps they take.
        5. Success: The outcome they achieve.
      3. Show how your audience can avoid failure, succeed, and act. Use buttons and links to drive engagement.
  • Keep It Clear and Easy
      1. Be conversational. Write in a way that feels natural to your audience.
      2. Use:
        1. Bullet points and lists for scannability.
        2. Short sentences and paragraphs.
      3. Check readability. Aim for a 9th-grade level for broad content (use tools like HemingwayApp).
        1. Exceptions: Technical or detailed content (policies, procedures, etc.).
  • Tips for Engaging Copy
      1. Draw inspiration. Use content from other departments or competitors as a starting point, then make it your own.
      2. Avoid weak language.
        1. Skip adverbs and passive voice.
        2. Use strong, specific verbs (e.g., “cultivate” instead of “form”).
      3. Break the rules—strategically.
        1. Use contractions.
        2. Starting sentences with “and,” “but,” or “because” is okay for emphasis.
        3. Use sentence fragments sparingly for impact.
      4. Revisit your work. Write a draft, then return with fresh eyes to revise and refine.
  • Stay True to Your Brand
    1. Reflect your institution’s unique values in every piece.
    2. Highlight what sets you apart:
      1. What’s unique about your program or services?
      2. What outcomes can students expect?

By following these guidelines, you’ll write content that’s clear, engaging, and action-driven.

 

 

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