Web Content Creation Guide
Content that serves people
Sam Houston State University is relaunching its website with a renewed focus on serving our audiences. This guide is designed to help you create content that is clear, accessible, and aligned with the SHSU brand.
At the heart of this guide is user-centered design — the principle that our website should always be built around the needs, goals, and experiences of the people using it. Writing for the web is not about what we want to say; it’s about what our audiences need to know and do.
Why this guide matters:
- Our website is often the first impression prospective students and families have of SHSU.
- A user-centered approach ensures that information is easy to find, understand, and act on.
- Clear, purposeful writing improves engagement and supports enrollment, alumni relations, and community connections.
- Consistency in tone, style, and branding strengthens the SHSU identity.
Principles of user-centered web writing
- Focus on audience needs first. Anticipate their questions and write with their goals in mind.
- Keep it simple. Use plain language and clear structure to reduce barriers to understanding.
- Guide users to action. Every page should make it easy for users to know what to do next.
- Design for all. Accessible content ensures everyone can engage fully, regardless of ability or device.
This guide is a resource for anyone who contributes to SHSU’s web presence. Use it when creating new content or updating existing pages to maintain a digital experience that is consistent, accessible, and above all, user-centered.