Web Guidelines
Continue to main contentEvery page on semo.edu tells the SEMO story. Your content doesn't just inform—it invites action.
The website drives experiences. It builds connection. It opens doors. That's why web standards matter. When you create content that's accessible, on-brand, and user-focused, you help students, families, faculty, staff, and community members find exactly what they need. These standards ensure that Find Your Fearless comes through loud and clear, no matter who's visiting or what device they're using.
- Semo’s primary audience on the web is prospective students
- Some users may be using technology to assist them
- Content should be written at or below a grade 8 reading level
Be a Fearless Editor
Writing Web Content
Heading Use
Headings aren't about design—they're about structure. They guide users through your content and make information easy to find.
Every web page gets one Heading 1 (H1). That's it. Heading 2 (H2) covers your main topics. Heading 3 (H3) breaks down H2 sections. Heading 4 (H4) divides H3 content, and so on. Use Headings 2-6 as many times as you need to keep content organized and scannable.
Calls to Action
We don't create content just to inform—we create it to move people forward.
Every page needs at least one clear call to action. Tell users exactly what to do next. Components like Announcements and Call to Action buttons make the next step impossible to miss.
Brand Standards
Follow the Brand Standards from Marketing and Communications when creating web content. Voice and message matter most as a content creator, but colors, fonts, graphics, and photos should align with our brand when you request uploads. Consistency builds recognition and trust.
Know Your Audience
Your content lives on the web. Write for that space. While prospective students are often your primary audience, parents, current students, faculty, staff, and community members visit too. Adjust your tone to fit who you're speaking to, but always stay true to the SEMO voice: bold, clear, and action-driven.
- Simple sentences are easier to read online.
- Don’t use the third person (the student, the university, the office of) in web content.
- Don’t overload users with information.
- Provide specific facts with clear, concise language.
Check out Hemingway App and Grammarly. They catch passive voice, flag complex sentences, and calculate reading level. Work with the web team to achieve appropriate reading level and SEO. This makes sure every visitor can understand and access your message.
Editorial Standards
SEMO follows the Associated Press Style Book (AP).
Practice and Exceptions to AP
The University Style Guide covers the most frequently used AP rules and SEMO-specific practices. Use it as your quick reference.
- Refer to the University as Southeast Missouri State University on first reference always.
- Use an apostrophe: bachelor's degree, master's degree.
- Capitalize the full degree name, but not the discipline, unless it's part of the formal degree name. Exception: foreign languages like English.
- Don't use the word "degree" after the formal academic degree title—it's repetitive.
- Master of Business Administration becomes MBA program on second reference.
- Use doctoral degree or doctorate. Not doctorate degree.
- Skip periods in most acronyms with three or more letters. Use periods for two-letter abbreviations.
- Course work is two words.
- Academic departments follow this format: Department of (discipline). Capitalize both "Department" and the discipline. When mentioning multiple departments together, lowercase "departments" and the discipline, unless the discipline is a proper noun like English.
- Healthcare is one word in degree programs and courses.
- Capitalize college when it's part of a proper name.
SEMO's Colleges:
- College of Education, Health, and Human Services
- College of Humanities and Social Sciences
- College of Science, Technology, Engineering, and Mathematics
- Donald L. Harrison College of Business and Computing
- Earl and Margie Holland College of Arts and Media
SEMO's Academic Departments:
- Department of Accounting, Economics, and Finance
- Department of Computer Science
- Department of Marketing
- Department of Management
- Department of Child and Family Studies
- Department of Communication Disorders
- Department of Elementary, Early, and Special Education
- Department of Health, Human Performance, and Recreation
- Department of Leadership, Middle, and Secondary Education
- Department of Nursing
- Department of Psychology and Counseling
- Department of Communication Studies and Modern Languages
- Department of Criminal Justice, Social Work, and Sociology
- Department of English
- Department of History and Anthropology
- Department of Political Science, Philosophy, and Religion
- Department of Agriculture
- Department of Biological and Environmental Sciences
- Department of Chemistry and Physics
- Department of Engineering and Technology
- Department of Mathematics
- Department of Art and Design
- Department of Mass Media
- Department of Music
- The Jeanine Larson Dobbins Conservatory of Theatre and Dance
Additional Standards:
- Jane Stephens Honors Program on first reference. Stephens Honors Program on second reference.
- Always spell "theatre" this way—for both facilities and the art form.
Keep Content Fresh
Review, update, and archive your content regularly. Check copy, photos, profiles, and calls to action. Fresh content helps prospective students make decisions and improves search rankings. Anticipate what users need and when they need it—daily updates, weekly changes, or semester-to-semester refreshes all matter.- Start with the date users need your content.
- Work backwards through your process—how long does it take to find, update, verify, and publish?
- Skip specific dates when possible. Link to pages that update automatically with current hours, deadlines, or time-sensitive info.
Accessibility
Semo.edu serves everyone, including people with accessibility challenges. Write for users who:
- Use voice synthesizers to read the site
- Navigate with assistive devices instead of a mouse
- Read transcripts of videos or podcasts
Web Content Accessibility Guidelines
Our site meets WCAG 2.1, Level AA standards from the W3C. Learn more at the Section 508 site.
Accessible content combines technology, design, and smart writing. Content editors should focus on:
- Alternative text for all photos, videos, and audio
- Informative link text (never "Click here")
- Complete descriptions for data charts and tables
- Strong contrast between text and background (black text on red doesn't cut it)
- Clear, simple language, active voice, and standard spelling
Handle PDFs With Care
More than 60% of visitors browse semo.edu on mobile devices. PDFs don't work well on small screens and create accessibility barriers. Before uploading a PDF, make sure it meets accessibility standards. Use proper heading structure and include a table of contents for longer documents. When possible, create web pages instead of PDFs for a better user experience.
Marketing and Communications provides guides for creating accessible Word documents and PDF forms. Use them.
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