Web Content & Editorial - Royal United Hospital Bath NHS Trust

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3.0 Audience appropriate ContentWhen writing for the web it is important to remember your target audience.One should never try to address different audiences in one document or webpage. Although this means writing three different pieces, it is ultimately easierto write when a specific audience is addressed; it ensures better content; and,it avoids confusing and patronising different groups of readers.Take as an example, a medical procedure:• Writing for RUH clinicians (intranet) allows one to describe proceduresin detail and to use terminology and graphics that will be understood byother RUH clinicians and staff.• General Practitioners want to know that we do perform the procedure,what the referral criteria are, the success rates and how to refer to theservice.• Patients want to know what to expect, what will be done and how long itwill take to recover; without any jargon and in plain English.4.0 Good Practice when writing for the WebContent of documents and webpages should be checked against the followingguidance prior to being forwarded to the Web Team for publication to theTrust web sites.4.1. Content must be audience appropriate(See section 3: Audience appropriate content)4.2. When writing content for web pages (as opposed to documents), it isimportant to note that people rarely read text from a screen word byword, preferring instead to scan pages, picking out individual wordsand sentences. Before you start authoring a new web page, pleasetake a look at our guidance on how to write for the web (this link is onlyaccessible to RUH staff).4.3. When they first occur, abbreviations and acronyms are written in fulland followed by the abbreviation or acronym in brackets.4.4. Do not underline text. Underlining is often an indication of a hyperlinkand should therefore be avoided in ‘flat’ text.4.5. Do not use CAPITAL LETTERS. It is shouting on paper/screen and notacceptable. Instead use bold or different size font to emphasise apoint.Document name: Web Content and Editorial Policy Ref: 321Issue date: October 2012Status: ApprovedAuthors: Louette Eagles and Pete Suters Page 10 of 27
4.6. Do not use any font size smaller than 12 points in a document. Use of10 point font is acceptable in tables.4.7. Only use Arial and Frutiger as they are the Corporate Brandingapproved fonts.4.8. Where possible avoid the use of cartoons.4.9. Captions should accompany all graphs, pictures and - where relevant –graphics.4.10. Coloured text alone should not be used to convey meaning. Forexample in forms do not say, “All fields marked in red are obligatory” asthe colour difference won't be conveyed to screen reader or Brailleoutput users. Use red together with an asterisk (*). This will then beclearly visible to users with monochrome browsers and conveyed tospeech and Braille output users.4.11. Colour blindness and DyslexiaColour blindness affects the way that certain colours appear. Red andgreen, for instance, can appear identical to affected users. Ensure thatyou choose colours that have a good differentiation for people withcolour perception difficulties.People with Dyslexia often find that high contrasts assist their reading.Good colour contrasts such as Black and white or black and yellow areexamples of excellent contrasts.Note:A simple test for point 5.10 and 5.11 is to print the document in black and white. Ifthe document has lost some of the meaning, reconsider the use of colour.4.12. Hyperlinks:a. In a document use the full URL: e.g. www.ruh.nhs.uk/gps. When thedocument has been printed it will allow the user to access the site.b. On a web page a description of the link can be used, e.g.: Website forGeneral Practitioners.4.13. Do not use documents or include sections of a document that has beenscanned. Such documents/text cannot be read by screen readingtechnologies, e.g. those available to the visually impaired. Theinclusion of scanned items also results in very large files.(Appendix 1 contains a printable content checklist)Document name: Web Content and Editorial Policy Ref: 321Issue date: October 2012Status: ApprovedAuthors: Louette Eagles and Pete Suters Page 11 of 27
Page 1 and 2: Web PolicyContent and Editorial - R
Page 3 and 4: Summary and ObjectivesThis policy i
Page 5 and 6: Additional ServicesThe Web Team als
Page 7 and 8: Working with our Clients:1.0 Adding
Page 9: 2.4 PDF to Word conversionsWhere no
Page 13 and 14: Other sources of free to use images
Page 15 and 16: 8.0 MicrositesDepartments that are
Page 17 and 18: Policy ReviewThis policy will be re
Page 19 and 20: Document Control InformationRatific
Page 21 and 22: Equality Impact: (A) AssessmentTo b
Page 23 and 24: 2. Consideration of available data,
Page 25 and 26: 3. Assessment of impact: ‘Equalit
Page 27: 4. Royal United Hospital,Bath Equal

Web Content & Editorial - Royal United Hospital Bath NHS Trust

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