How We Say It Matters: Producing Engaging Content
Producing engaging content requires a headline, body copy, call-to-action (CTA) and supporting visuals.
| HEADLINES |
Headlines jump out as the first message identifying who and what. They engage the
reader with colorful, bold language that piques curiosity and interest. Heading 2 The Webster Advantage (H2)Heading 3 The Webster Advantage (H3) |
| BODY COPY |
Start Strong. Grab your user’s attention with a strong hook. Body copy serves as an extension of the headline. It should push readers forward by capturing their attention. Vary sentence lengths to establish an energetic cadence. Body copy serves as an informative tool to deliver content in an impactful and inspiring manner that drives the reader to act. |
| BUTTONS AND LINK TEXT |
Buttons and link text are crucial to the user experience so make sure to choose action words while avoiding “click here” as sites are now responsive. Some suggested verbiage are below:
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| CALL-TO-ACTION (CTA) |
Start every sentence with a verb. Well, not every sentence but those linked to the call-to-action snippets including:
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| WHAT WE DO SAY | WHAT WE DON'T SAY |
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With our time-tested programs, we’re here to help you pursue your goals—whether that’s in the boardroom, the hospital, on stage or behind a desk. (student-focused) |
Because of our global perspective, we’re uniquely prepared to excel in today’s constantly changing world.
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Become a Gorlok and join Webster University’s community fueled by a commitment to higher education, flexibility and real-world application. (descriptive) |
Join a community with the flexibility to fit your life and the global reach to help
you fulfill your full potential. (too vague) |
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Take the next step toward a brighter future and embrace an education with global reach. (inviting and engaging) |
Webster delivers a robust learning environment, and our students have exceptional
opportunities. (stilted) |