CKU Style Guide

Work in progress.

When asked to consider and compose an appropriate style guide for CKU, I asked myself the following questions: Is there an authoritative source for style? How much of another source should I use? Is punctuation and format as important (in Writing for the Web) as the overall message? Since this is a work in progress, I decided just to start brainstorming and getting something on paper..correction...the screen.

Writing for the Web is a very different medium than writing for print documents and publications. The first thing to consider when writing anything is AUDIENCE. How do users read on the Web? The answer is...they don’t. People rarely read Web pages word by word; instead, they scan the page picking out individual words and sentences. As a result, Web pages have to employ scannable text, using:

• highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
  
• meaningful sub-headings
  
• bulleted and/or numbered lists
  
• one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
  
• less text than conventional writing
  

Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.

A comprehensive and customized style guide should address the following:

• Who is your target audience?
  
• What content is important or of primary interest?
  
• What is the preferred channel or format of the reader?
  

Existing style guides like Purdue Writing Lab, Elements of Style, and Wired Style are a good starting point, but every online venue and publisher is unique; therefore, every organization needs a style guide that although based on a proven guide, specifically addresses its particular goals and needs.

The following is an A-Z list of details and descriptions. Note: Once completed, this will be transferred to its own page to reduce scrolling.

Abbreviations: Spell out in parenthesis immediately after first use.

Acronyms: Spell out in parenthesis immediately after first use.

Boldface Use as needed for emphasis.

Capitalizations Can be used in lieu of or to show emphasis when boldface is not appropriate.

Dot-com Refers to Internet company.

Email One word, not hypenated.

Hyphens Use emdashes for pauses.

Internet Capitalized.

Italics Use when quoting or referring to publications.

Jargon Avoid jargon or give brief explanation immediately after use if term is necessary.

Links Links must be accurate and checked regularly to ensure correction of broken links.

Lists Use for sequential tasks or to break up blocks of text when applicable.

Online One word, not hypenated.

Site Can be used in lieu of Website.

Website Capitalized and one word.

Additional terms pertinent to my topic of online advertising can be found at Online Glossary.