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Page Title/Headline

  • Use key phrases for search engine optimization. Your cms "display name" becomes header1, which ranks highly for search engines.
  • Keep the Display Name for folders and files short. It is used in website navigation.
  • Use keywords. The Page Title also creates the URL slug, or end of the web address.

Tip: For more information on page metadata, view the CMS help site.


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How to Become a Freshman at UAS

1-Sentence Summary

  • Lets someone skimming the page know if they want to read more.
  • Can be used as an excerpt or metatag description (see CMS Basics for more information about metadata).
  • Can be used by other sites to link back to the page.
  • Starts your 1-paragraph summary.


Graduate on time and on budget by planning a class schedule with your academic advisor.


Academic advisors can help students.

1-Paragraph Summary

  • Provide enough information up front in case it is the only part of the page read.
  • Include specific and focused content.
  • Target the summary to your audience.


Graduate on time and on budget by planning a class schedule with your academic advisor. Academic advising is an interactive partnership between you and professional staff and faculty that supports your educational experience. Advisors can assist with a wide range of needs including:

  • Identifying academic and career goals
  • Exploring and choosing degree programs
  • Helping with course selection, building a schedule and registration
  • Connecting to useful resources


Academic advisors can help students. All degree-seeking students are assigned an advisor at admissions. Advisors support student learning by teaching skills through which students develop knowledge and values that empower them to reach their academic and life goals. A meeting with a student’s academic advisor is required once a semester.

Inverted Pyramid

  • Put your conclusion first. Include who, what, when, where, why.
  • Follow with important details.
  • End with more general information and background details.

Tip: Web writing is not an essay. Do not use an introduction, welcome message or fluff.


  • Use them according to content importance, not for colors or fonts. h1 is generated from the display name; h2, h3, etc are set by you in the content and read by search engines as descending in order of importance.
  • Break up the page and provide white space.
  • Draw attention to the content.

Key Concepts

  • Give away the punch line first. You may not get another chance to connect with your readers.
  • Choose keywords from your audience’s viewpoint. When they are different from university terms use both to explain the insider terms.
  • Organize concepts by importance. Details go at the bottom for invested readers.

Tip: Write clear, direct headlines. Web audiences read about 20% of what’s on a page. Make sure your headline gets your point across and tells them why to read more.

Tip: The first 15 to 25 words of metatag descriptions are used for search engine summaries. Write your own so the search engines don’t randomly pull text from the header of the page.