This document defines and explains the standards used and recommended by the Office of Creative Services and Marketing Communications (CS) at Duke University Health System (DUHS) to design, edit, and build Web sites.

1 General Guidelines

All content must be:

• User-focused
• Easy to understand
• Brand compliant
• Accurate and complete
• Grammatically correct

All content on DukeHealth.org must meet user needs as well as Duke University Health System brand objectives.

2 Editorial Style Resources

In addition to the guidelines in this document we use the follow resources:

• Duke Creative Services and Marketing Communications Editorial Guidelines
• Merriam-Webster Online (www.m-w.com)
• Chicago Manual of Style

3 Style Rules

3.1 General Style Rules

• Content should be simple and concise, but not ambiguous or misleading.
• Content should suit the target audience, using appropriate words, phrases, and concepts.
• Content should be kept up-to-date.
• Content should be broken into chunks to facilitate scanning.
• All of the information that users need to accomplish primary goals should be available.
• Each paragraph should be designed around one idea.
• The main idea of each paragraph should come at the beginning.
• Sentences should have a minimum amount of clauses.
• Only one word should be used to describe any item.
• Using bold for emphasis is okay, but it should be kept to a minimum. Italics, underlines, and capital letters should not be used for emphasis.
• Use the active voice.
• Avoid jargon when possible.

3.2 Navigation Labels

Navigation labels are the text that denotes the elements in the top and left navigation.

• Navigation labels should be concise and easy to understand.
• Navigation labels should be consistent.
• Use title case.
• In general, do not use articles in navigation labels.

3.3 Page Titles

Page titles are located above the body content within a page, and are usually represented by a larger font. They are similar to headlines, and function as "road signs" that indicate what page a user is on.

• Page titles should help users orient themselves.
• Page titles should be meaningful and avoid "marketing-speak."
• Use title case.
• There is no period at the end of a page title.
• The end of a breadcrumb should match the page title.
• Do not use dashes in page titles.

3.4 Subheads

Subheads are headings for subdivisions of text within a page.

• Each subhead should reflect the main idea of the content within its subdivision.
• Subheads are effective at breaking up long pages of text.
• Use title case.
• Subheads should be meaningful and avoid "marketing-speak."
• Do not use dashes in subheads.

3.5 Links

A link is text or a graphic that is hyperlinked to another Web page, a file, or another place on the same page (an "anchor link").

• Links are activated by user action, and can be embedded within the text or grouped as menu items.
• Link text should create an expectation of the content that users will receive.
• If you're referring to a page in a link, the link should match the page title exactly.
• Links should provide users with clear direction.
• Links should be easy to find. Don't hide them in a large chunk of text.
• When a link is within a sentence, the content in the link should be the emphatic element.
• If a link requires an application other than your Web browser to access content, it should be noted. (Ex: PDF, PowerPoint)
• Empty phrases such as "Click here" and "Follow this link" should not be used. These phrases do not tell the user what they will find, and won't positively impact search engine results.
• Do not place links to two different pages within the same sentence. This can create confusion about where the links go to.
• Limit the number of embedded links in each paragraph. In general, use no more than two links per paragraph.
• Use text links for navigation within the page. Use buttons for actions.
• In cases where an entire line of copy is a link and it is not within a paragraph, do not use a period at the end, even if it is a full sentence.
• If a link takes a user to another site, make sure the user knows that he or she will be leaving our site.

3.6 Lists

A list is a grouping of content that contains a series of similar items.

• Lists should be bulleted or numbered, depending on the content. If items are sequential (such as step-by-step instructions), use a numbered list. If the items are non-sequential, use a bulleted list.
• There should be a paragraph break after the end of a bulleted or numbered list.
• Capitalize the first letter of the first word of each bullet point.

3.7 Tables

A table is information arranged in rows and columns.

• Column and row labels should be title case.
• Content within tables should be sentence case.
• Try to avoid abbreviations in table labels and content, unless you are certain that the audience will understand the meaning without hesitation.

3.8 Help Content

Help content gives users a better understanding of the information that�s presented on a particular page.

• Content should be focused on the users' tasks.
• Context-specific help should be available.
• If necessary, content should list steps that need to be carried out.

3.9 Error Messages

Error messages appear when a user has entered invalid information, or when the site is not functioning as it should.

• Error messages should state the problem as well as the solution.
• Error messages should be written in clear language.
• Messages should clearly describe what action is necessary to fix the problem.
• Do not blame the user for the error.

3.10 E-mails (HTML and text)

E-mails are electronic messages sent to an individual or a defined distribution list. DUHS may use e-mails for marketing, transactions, or customer service purposes.

• Subject lines should be clear and limited to no more than 60 characters.
• Subject lines should be title case. (See Capitalization entry in Style Dictionary, below.)
• "From" field should include "Duke University Health System."
• Content should be concise and easily scannable, making use of subheads and bullet points.
• Aim for only one main message per e-mail.
• Always include an unsubscribe link if it is a marketing e-mail.
• In general, place a link to relevant Web page near top of message as well as near the end.
• If an e-mail has a signature, it should be signed with a person's name. Avoid generic "team" signatures.

3.11 Buttons

Buttons are links that have a graphical treatment. When a user clicks on a button, they go to another page.

• Buttons should only be used for actions such as "Search," "Continue," and "Submit."
• Use title case capitalization.

3.12 Footnotes

Footnotes are notes of reference, explanation, or disclaimer that are placed below the main content on a page.

• Footnotes should be placed at the end of a page, below the main content.
• Use numerals, beginning with 1, as references.
• References should be superscript.
• Do not use an asterisk as a reference, since we use an asterisk to denote a required field.
• Footnotes are page dependent.
• Do not place information that's important to the user in a footnote. Important information should be in the main content.
• On pages with conditional text, footnote references should also be conditional � the first footnote that appears should get a 1, the second gets a 2.

3.13 Acronyms

An acronym is a word formed from the initial letter of each of the major parts of a compound term. (Ex: DUHS)

• Spell out the words that an acronym stands for on the first reference on a page, followed by the acronym in parentheses.
• In an FAQ, spell out the acronym on first reference in each answer.
• Do not use acronyms in page titles.

3.14 Forms

A form is a page on which a user enters information, such as name, address, or phone number.

• Form labels should use sentence case and are followed by a colon.
• Required fields should be noted with a red asterisk. Place the asterisk before the field label.
• Place instructional text above the form. Instructional text should provide key information to help users avoid common mistakes and provide an expectation of what they will get from filling out the form (if necessary).
• If you have required fields, add the sentence "Required fields are indicated with *." It should be included in the instructional text above the form as its own paragraph.
• To the right of the field, you can place additional instructional text, help, or examples to aid users in completing the particular task.

3.15 Metadata

Metadata is information about a Web page that is used for indexing and search engines.

• All pages must include page title tag information. This is the page title that appears in the browser's title bar.
• Page title tags should place the page name or description first, followed by section, and end with "DukeHealth.org" if space permits.
• Page title tags should be six to 12 words.
• Descriptions should be full sentences and include strategic keywords describing the content on the page.
• Keywords should be relevant to the page, and should reinforce words used in the content of the page to improve search results.

4 Style Dictionary

4.1 Ampersands

Do not use an ampersand unless it is part of an official title.

4.2 Back to Top

This convention links users back to the top of the page. Place it at the end of very long pages. On pages that use anchor links, place it after each anchored section. For FAQ pages that would be after each question and answer that is anchored to from the top of the page.

Capitalize the B, and align left:

Back to top

4.3 Bold

Use a bold typeface to place emphasis on a word or phrase. When used in moderation, bolding can make long paragraphs easier to digest.

4.4 Bullets

Bullets help a user scan the page.

• Capitalize the first word of each bullet point.
• Use parallel construction. Begin bulleted items with the same part of speech.
• Put a period at the end of a bulleted item that contains a complete sentence. If a bulleted item does not contain a complete sentence, do not use a period. If a bulleted list contains both complete and incomplete sentences, put a period at the end of each bullet.
• Do not place semicolons after each bullet point, unless each point is dependent on the others for validity.
• Insert a paragraph break after the last bullet point.

4.5 Capitalization

Title Case

All the major words are capitalized -- everything except articles, conjunctions and prepositions. Question marks and exclamation points are used where appropriate. For example:

Women Take Heart

Sentence Case

The first word of a sentence is capped, along with all proper nouns. For example: Debbie knew something was wrong immediately.

Fragment Case

The first word of a fragment is capped, along with all proper nouns. No period at the end of the sentence. Question marks and exclamation points are used where appropriate. For example: Questions about your billing statement from Duke

4.6 Dashes

Do not use m-dashes. Some Web browsers are unable to read them. Instead, use a double dash (--). Place a space before and after the dashes.

• Tip: When creating a document for the Web, turn off Word's AutoCorrect feature that turns double dashes into m-dashes.

4.7 Dates

In most cases, use this date format:

January 1, 2006

On the home pages and areas where space is at a premium, an abbreviated alternate is:

Jan. 1

Only use the abbreviated version when it is clear that the date refers to the current year.

4.8 Italics

Italics can be difficult to read on a computer screen. Use them sparingly. For emphasis, use bold instead.

4.9 Numbered Lists

Use numbered lists when items are sequential, such as steps in a procedure. Otherwise, use a bulleted list.

4.10 PDFs

PDFs should be avoided, if possible. If appropriate, translate text from a PDF into HTML so user doesn't have to download the file to access the information. If a PDF is necessary, denote PDF downloads as follows:

• After the download link, insert PDF and file size information. Example: (PDF, 97KB)
• This standard is required, unless there is a significant technical restriction that makes it difficult to maintain file size information. In this case, insert (PDF) after the download link.

4.11 Phone Numbers

Phone numbers should be easily recognized. If you need to include a phone number in a long paragraph, break the paragraph up into chunks instead.

• Format should be XXX-XXX-XXXX.
• Bold a phone number if it is the primary and preferred means of contact, as well as a high priority on the page. Examples: A phone number within a block of text may be bolded, but on a page containing multiple phone numbers, the phone numbers should not be bolded.
• If a phone number includes letters, show the numeric equivalent in parentheses immediately following the alphanumeric number. Example: 1-888-ASK-DUKE (1-888-275-3853)
• Include area code with all phone numbers.

4.12 Phrases to Avoid

• Click here: Users know that underlined text is a link, so this directive doesn't add any value. Use the link text to set up an expectation of what the user will get on the page it links to.
• Follow this link: Users know that underlined text is a link, so this directive doesn't add any value. Use the link text to set up an expectation of what the user will get on the page it links to.
• This Web site: Users know they are on a Web site.
• This page: Users know they are on a page.
• Welcome to... : Users are task-driven and want to get to the content they are looking for. "Welcome to" and similar phrases place barriers between the users and their goal.

4.13 Semicolons

Semicolons are not easy to see on a Web page. As a general rule, use a double dash instead.

4.14 Time References

Avoid relative time references, such as soon, last year, or now. See Dates entry for how to format dates.

4.15 Underlining

Do not underline text for emphasis. In Web conventions, underlined text indicates a hyperlink.