Standard scope
This standard applies to:
- pennmedicine.org
- All Penn Medicine websites
- Penn Medicine mobile applications
- All Penn Medicine digital products
Overview
Writing for the web is different from writing for print, academic, or other formats because online readers behave differently and have unique expectations. We write differently for the web because it’s fast-paced, screen-limited, user-driven, and highly competitive for attention. Clear, structured, and accessible writing ensures our message is seen, understood, and acted on.
Bulleted lists/parallelism
Bulleted lists are especially helpful for web content because they improve readability, scannability, and comprehension—all essential for online users.
Refer to the following guidance when creating bulleted lists:
- Bulleted lists should have more than one bullet point.
- Capitalize the first word after each bullet.
- Do not mix complete and incomplete sentences within a bulleted list.
- Do not use number lists unless it's an ordered, sequential list.
- Bullets should be parallel in construction and follow a consistent grammatical structure.
- Example:
- Ensuring patient safety
- Enhancing operational efficiency
- Promoting teamwork and collaboration
- Bulleted lists of dependent clauses (incomplete sentences) do not require periods or any other punctuation.
- Example:
- The benefits of personalized medicine
- The impact of health-care policy changes
- The role of AI and machine learning
- Bulleted lists of independent clauses (complete sentences) do not require semicolons; use periods instead.
- Example:
- With telemedicine, patients can avoid long wait times.
- Telemedicine can facilitate collaborative healthcare.
- The integration of telemedicine can lead to cost savings for both patients and health care providers.
Link formatting and use
Consistent link formatting and use are critical for web content because they improve usability, accessibility, trust, and user experience.
Link formatting
Follow this guidance for link formatting:
- Never write out the URL on a webpage. URLs should always be hyperlinked within body copy or a call to action using anchor text.
- The ideal anchor text length should be between 5 and 7 words.
- Use distinct and descriptive anchor text that indicates the destination of the link; avoid nondescript, one-word anchor text (such as “surgery” for a “Gastrointestinal Surgery” page or “cancer” for a “Breast Cancer” page, even within contextual copy).
- Refrain from using vague phrases like “click here” for hyperlinks.
- Don’t include extra space at the beginning or end of linked text.
- Don’t include the ending punctuation of a sentence as part of linked text. If the linked text is in quotes, put the quotation marks outside of the link.
Link usage
Follow this guidance for link usage:
- Provide a link whenever referring to something on another webpage or citing a source of information.
- Use text links to point users to relevant content and trusted external resources.
- In general, it’s recommended to use internal links over external links.
Regularly used links
Links are commonly used to guide users to the following types of information:
- Related articles or topics.
- Groups, programs, specialty centers, and entities that have their own webpage or website.
- Physician profile pages.
- Homepages or specific articles for prizes and awards.
- Major companies and organizations that are featured in a story.
- Condition pages for articles that refer to a specific condition.
- Calls to action, where appropriate.
Word counts
Word counts are important for web content because they directly impact readability, user engagement, accessibility, and search performance.
When developing content, remember the following:
- Longer content tends to perform better in terms of SEO and engagement.
- That being said, it's important to prioritize quality over quantity. The content should be informative, engaging, and relevant to the audience's needs. It's better to write a shorter well-researched piece than a long one that lacks substance.
- In general, a good target range for web pages and blog posts and articles is 1,000 words or longer. However, depending on the topic and purpose, it may be appropriate to write shorter pieces.
Bold type, italics and underline
Consistency in the use of bold, italics, and underline in web content ensures clarity, usability, and professionalism.
Bold type
- Bold type should rarely if ever be used.
- The only exception is when applied to the first words of a bulleted list that are followed by a description.
Italics
- Italicize and capitalize titles of full-length, freestanding works: books, periodicals (magazines, journals, etc.) named blogs, newspapers, museum and gallery art exhibitions and catalogs, individual works of art (e.g., paintings, drawings, sculptures, photographs, etc.), report titles, exhibitions, events, speeches and other presentations.
Underline
- Italicize and capitalize titles of full-length, freestanding works: books, periodicals (magazines, journals, etc.) named blogs, newspapers, museum and gallery art exhibitions and catalogs, individual works of art (e.g., paintings, drawings, sculptures, photographs, etc.), report titles, exhibitions, events, speeches and other presentations.
Photo caption formatting
Guidelines for captions in web content are important because they ensure clarity, accessibility, consistency, and user engagement.
Refer to the following guidance when using photos:
- Stock photos do not need a caption.
- A headshot should include the person’s name with appropriate title and credentials listed.
- If there is more than one person in the photo, identify them from left to right.
- Keep captions brief. One to two short sentences that supplement the story rather than re-tell it is the recommendation.
- Assume the reader looks at a page from top to bottom. It is not necessary to repeat every descriptor in every caption. Once someone has been identified with a full name in the first image featuring them, just use a surname for later photos.
References and citations
In general, we follow the AMA style for references and citations.
Short in-line citations
In articles referencing clinical content, use short in-line citations inside of parentheses that include the publication, a link to the article, and year of publication.
(British Journal of Oral and Maxillofacial Surgery, 2017).
Related resources
Penn Medicine Editorial Style Guide (requires VPN access)
AMA Manual of Style
Contact
For assistance, please contact web-standards@pennmedicine.upenn.edu