Content Style Guide

Over time, the formatting of content on your website can start to get a bit messy.

People change, and everyone has their own style.

So, to help alleviate this, we’ve prepared a basic Content Style Guide as a point of reference.

Reference Document

Your initial point of reference is the UK Government’s Content Style Guide.

Refer to that document first. Make your own list of exceptions to these guidelines.

Writing for the Web – Resources

These links aren’t technically part of the Style Guide, but are here as useful references to improve your general web copywriting skills.

WordPress Specific Implementation

Use of Headings

  • Heading 1 is used to display the page title. You do not need to add the title (ie use Heading 1) again in the main text.
  • Heading 2 Should be used as a next level heading to indicate a sub section of the main page title. In the body of your text, this should be the highest level of heading you use. Example: The WordPress Specific Implementation heading above is a Heading 2.
  • Heading 3 should be used as means of indicating titles within sub sections of the main page. Example: The Use of Headings subheading here is a Heading 3.
  • Heading 4 & 5 are generally not required

Image placement, sizes and captions

Images should be:

  • Web optimised RGB .jpg, .png, .gif files
  • 1000px wide for landscape images (proportional) and where possible a maximum of 800px high
  • a maximum 800px high for portrait images (proportional)
  • The maximum height is optional but good practice if employing light boxes

Image Usage

  • Full width landscape images, should be:
  • Inserted into the page using the size option “Full Size”. This will allow the image to run the full width of the content section, or upto a side bar (if present). The 1000px wide image allows for an un-pixelated image when switching from full width desktop to browser window sizes below 1000px wide.
  • Links to media / other content optional depending on the needs of the content

Standard Portrait image, should be:

  • Right aligned
  • Inserted at “medium size” (depending on the resolution of the uploaded file)
  • If image is 300px or below “full size” image can be used
  • Linked to the media file (for viewing a larger preview of the image) or to content elsewhere on the site

Standard Landscape image, should be:

  • Right aligned
  • Inserted at “medium size” (depending on the resolution of the uploaded file)
  • If image is 300px or below “full size” image can be used
  • Linked to the media file (for viewing a larger preview of the image) or to content elsewhere on the site

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