NDSU Content Guidelines

All content must be accessible to all users, including those with disabilities, up to WCAG 2.2 standards. This includes using descriptive alt text for images and ensuring all text is legible. Any text within images should also be typed out elsewhere on the page for screen reader compatibility.

Font sizes and other elements built into the CMS have undergone accessibility testing and are pre-approved for use. Use headings as intended to create a logical page structure.

See the SEO section for additional guidelines, and the Accessible PDFs section if you’re uploading PDFs to the CMS.

If you’re uploading PDFs to the CMS, those files must meet the same accessibility standards as web pages. PDFs that aren’t accessible can create barriers for users who rely on assistive technologies and may not meet accessibility requirements.

Whenever possible, provide information as an HTML webpage instead of a PDF. If a PDF is necessary, make sure it follows accessibility guidelines before uploading. The steps below outline the basic requirements for creating accessible PDFs for the web.

1. Start with an Accessible Source

• Create accessibility in the original document (e.g., Word, InDesign, Google Docs) before exporting to PDF.
• Use proper headings, lists, tables, and alt text there — it carries over when exported.

2. Use Proper Tagging

• Ensure the PDF is tagged — this is what screen readers use to navigate.
• In Adobe Acrobat Pro, you can check this under:
  File > Properties > Description > Tagged PDF: Yes
• If it says “No,” use Autotag Document or manually tag content under the Accessibility tool.

3. Logical Reading Order

• The reading order must match the visual order.
• Use Acrobat’s Reading Order tool to fix if items are read out of sequence (common in multi-column layouts).

4. Headings and Structure

• Use a hierarchy of headings (H1, H2, etc.) so screen readers can navigate.
• Avoid using large or bold text just for visual size — use real heading tags.

5. Alternative Text for Images

• Add alt text for all meaningful images, charts or figures.
• Decorative images should be marked as artifact so screen readers skip them.

6. Links and Descriptive Text

• Use descriptive link text (e.g., “Apply now” instead of “Click here”).
• Ensure links are active and underlined or otherwise visually identifiable.

7. Tables

• Use tables only for data, not layout.
• Define header rows and column headers.
• Avoid merged or split cells when possible — they confuse assistive tech.

8. Color and Contrast

• Ensure high contrast between text and background (e.g., dark text on light background).
• Don’t rely on color alone to convey meaning (e.g., “items in red are required”).

9. Language and Metadata

• Set the document language:
  File > Properties > Advanced > Language
• Include title, author, subject, and keywords — they appear in search and help identify content.

10. Run an Accessibility Check

• In Acrobat Pro:
  Tools > Accessibility > Full Check (or “Accessibility Check” in newer versions).
• Review and fix flagged issues, especially “unrecognized text,” which may indicate scanned images that need OCR (Optical Character Recognition).

11. Optimize for Web (Optional)

• Use “Fast Web View” or “Optimize PDF” to make loading faster in browsers.
  (File > Save As Other > Optimized PDF)

12. Provide an HTML Alternative When Possible

• For long or frequently updated content, consider providing the same information as an HTML webpage — it’s usually more accessible and mobile-friendly.

For more detailed guidelines, visit Create and verify PDF accessibility (Acrobat Pro).

How to update alt text on an image

When adding or updating an image, click the edit icon on the image to open the image content section. You’ll find the Alt Text field there.

Creating alt text

Alt text should briefly describe the purpose of the image. A good rule of thumb is to use one or two sentences explaining what the image shows and why it matters. For help writing effective alt text, this article is a valuable resource.

Graphics and alt text

Avoid using graphics that contain text unless the same information is available elsewhere on the page or linked to. Screen readers can’t interpret text within images. If the graphic includes only a small amount of text, you may include that in the alt text as a solution.

If the image contains significant data or text, provide a full-text alternative nearby, such as a paragraph on the page or a link to a PDF or accessible document, and reference it in the alt text.

Example:
Infographic showing questions to ask yourself to determine if someone might be hazing you. Full text description follows.
—or—
Chart showing questions to ask yourself to determine if someone might be hazing you; full text available in the linked PDF.

Every time we communicate to someone, we have the chance to shape how our brand lives in the perceptions of our audiences. If we want more people to know NDSU is more than a university, we need to tell them clearly about our success as a land grant and research institution, an athletics powerhouse and a discovery engine for our state and the region. The more consistent, the better.

By telling our story boldly and authentically, both visually and verbally, people everywhere, including prospective students and their families, will better understand what makes NDSU exceptional and place greater trust in what we have to say. These guidelines are designed to ensure we are on the same page as we do exactly that and strengthen our brand with confidence.

• Visit the Voice and Vibe page to spark ideas on how to reflect NDSU’s brand personality.

• Use the Key Messaging Tool for guidance on tone, personality and messaging.

• Many brand elements, including colors, typography and overall design, are built into the CMS. The NDSU Brand Guidelines provide a more in-depth look at the university’s visual language.

Before publishing, review your content for clarity, accuracy and relevance to your audience. Keep it concise and free of jargon or overly technical language unless necessary.

All content should undergo a review process to ensure compliance with these guidelines and alignment with university standards.

Each unit’s designated Web Principal should serve as the primary contact for any major questions or needs regarding content updates. Web Principals will collaborate closely with the university’s web team to maintain consistency and quality across the website.

It is crucial that department websites remain up to date. Departments are responsible for ensuring the accuracy of content posted on these sites. Regularly audit the content to keep your site relevant and useful. During audits, decide whether content needs to be updated, archived or removed entirely. Outdated content, such as past events or announcements, should be promptly removed or moved to an archive to maintain the site’s integrity. Establish a clear system, such as a calendar or reminder process, to ensure ongoing audits and updates that align with your audience’s needs, and a workflow that works best for your team.

Departments are encouraged to work with Marketing and Communications for any significant updates or the creation of new content to ensure it meets branding and messaging standards.

The NDSU website is primarily an outreach and outward-facing tool, intended to engage prospective students and their families, current students, community members, researchers, legislators and alumni. It communicates the university’s offerings, achievements and information to the wider public.

The student experience

Our students’ expectations are continually evolving, and their experience on the website should reflect those changes. The most valuable user experience comes from clear, well-structured content that is easy for students to navigate.

Keep it simple

Users want to find what they need quickly and leave satisfied. The quicker users can access relevant information and achieve their goals, the better their overall experience. This is about creating a seamless, user-focused experience‌ — ‌not about what we, as content creators, want to showcase.

Center your audience

For content to be truly effective, it needs to be created with specific users in mind. If your content is for everybody, then it’s for nobody!

While the content in question will likely appeal to multiple audiences, it should always be created intentionally with specific users in mind.

When it is time to create, update or audit content, you will need to:

Choose your audience

Who are you trying to reach with your content? Once you’ve made your choice, each content decision should be based on the specific audience or person you want to reach. Think about where your content might fit into their journey.

Identify your audience’s needs

What information are they looking for? What questions do they have? What challenges are they facing? By understanding your audience’s needs and where they’re at in their journey, you can create content that provides value and meets their expectations.

State your purpose

What do you want your audience to do after engaging with your content? What should they remember about NDSU? Defining your goals will help you create content that is focused, effective and measurable.

Create a user story

Uncertain of what your user needs to do? The user story is helpful for capturing your user’s needs and behaviors in a concise and easy-to-understand format. It can also serve as an opportunity to empathize with the human on the other end of your content.

User Story Format

As a _____ (type of user), I want/need to _____ (perform an action) so that I can ______ (achieve a goal).

Example

As a first-generation college student, I want to quickly and easily find information about on-campus academic support so that I can know what resources are available to me when I begin my college experience.

Creating content with specific groups of your audience in mind helps you connect with that group. It also lets you measure how well your content works for the group you want to reach.

If you’re not sure about the primary audience for your content, or you can’t write a cohesive user story for the content idea, then it’s time to rethink it!

While faculty and staff are important audiences, content intended solely for internal use should be placed on platforms like the Knowledgebase (KB) or Teams, rather than on the public-facing website. This ensures that the website remains focused on its primary outreach role while keeping internal information separate, secure and accessible to those who need it. KB sites include Academic Affairs; Finance and Administration; Information Technology; and Research and Creative Activity.

Minimize duplicate content to maintain clarity, reduce workload, and avoid inconsistencies. Duplicate content can confuse users and negatively impact search engine rankings. Instead of recreating information, link to the original source on the site. If it’s unclear who should manage this content, bring together relevant stakeholders to determine its best location.

Do not include curriculum information on your department website. The NDSU catalog serves as the official source for curriculum details. See the Program Pages section for more information.

Reminder: Whenever possible, publish content as HTML on the website instead of uploading a file. HTML is easier to read on all devices, better for search engines and more accessible. If you need to upload a PDF, it must meet accessibility standards (tagged headings, readable text, proper structure).

Best Practices for File Names

• Use lowercase letters only
  URLs are case-sensitive on most servers. Always keep file names lowercase for consistency.
• Avoid spaces
  Use hyphens (-) instead of spaces or underscores.
  • ✓ student-handbook.pdf
  • 🚫 Student Handbook.pdf
  • 🚫 student_handbook.pdf
• Keep it short but descriptive
  File names should clearly describe the content without being too long.
  • ✓ admission-deadlines-2025.pdf
  • 🚫 finaldocversion2newest.pdf
• Add dates or version numbers if needed
  Use clear versioning like the year or v2. Avoid vague terms like “final” or “new.”
  • ✓ transfer-guide-2025.pdf
  • 🚫 transfer-guide-final.pdf
• Use the international date format if including full dates
  • YYYY-MM-DD (or YYYY-MM if the day is not needed)
  • Example: “June 24, 2025” should be written as 2025-06-24
• Be consistent
  Stick to a simple, repeatable pattern for all files.

Images

• Use descriptive keywords: campus-library-exterior.jpg
• If you need multiple sizes, include dimensions: hero-banner-1600x900.jpg

Avoid

• Special characters (! @ # $ % ^ & * ( ) [ ] { } ?)
• Generic names like document.pdf or image.jpg
• Repeating the file type in the name (e.g., brochure-pdf.pdf)

Use internal links to connect related content across the university website. This helps users explore more of the site and improves search engine visibility. Limit external links unless they offer significant value to users.

When linking to other pages on ndsu.edu, follow this order of preference:

1. Node reference (best): Node references are the most reliable way to link to other pages within the CMS. If the target page's URL changes (for example, due to a title update or site reorganization), the link will still work because it’s tied to the node ID, not the specific URL.
   1. How to use a node reference:
      1. When creating or editing a link, input the URL or start typing the title of the target page into the link field.
      2. If the page exists in the CMS, a dropdown list will appear. Select the correct page from that list.
      3. Once selected, the CMS will store the internal node reference rather than a static URL.
   2. When this may not work: In some cases, the node reference may not populate as expected. This can happen due to limitations with search, permissions or how the CMS indexes content.
2. Relative URL (next best): Omit the “ndsu.edu” portion and use the path only. Example: /programs/undergraduate/accounting
3. Full URL (last resort): Use the full address, e.g., https://www.ndsu.edu/programs/undergraduate/accounting

All three methods will work once the site is launched and redirects are in place. However, using a node reference minimizes future link issues.

You can customize your microsite footer in your Group Settings. By default, your group title will appear in the footer and will link to your homepage.

We recommend including the following items in your footer:

• Contact link: Link to a page with your unit’s contact information.
• Social media links: Add the URLs to your official social media accounts. Icons will automatically display when links are added. Only include links to accounts that are actively managed and align with the university’s mission and values.
  • Here is a tutorial video for setting social links in footers.
• Page Manager link (Required): All microsites must include a link labeled “Page Manager” in the footer. This provides a clear way for users to report issues or ask questions related to your site.

About the Page Manager Link

You may use either an email address or a form as your Page Manager link. We recommend using a form, as it helps guide users to provide the necessary information and makes it easier to organize and track requests.

• We’ve created a ready-to-use Qualtrics form that you can copy: Qualtrics Form Template
• View how the Page Manager link appears in a footer: Web Services Page Example
• Set up and customize the form:
  • How to copy the form from the Qualtrics library
  • How to update form notifications and workflow

Prioritize content structure that supports intuitive navigation and helps users find information with minimal effort. Use headings as intended, bullet points and concise paragraphs to improve readability. While visual design is important, well-organized content is the key to creating a valuable user experience.

Investing in the strategy and organization of content is crucial. A well-structured digital presence should mirror the professionalism and accessibility of our physical presence. 


When guiding prospective students, department websites should link to program marketing pages on ndsu.edu/programs. These pages, managed by University Relations, are designed to serve as a first look at the program, providing engaging and concise information that sparks interest in prospective students. The goal is to captivate their attention without overwhelming them with excessive detail.

Department sites are ideal for additional program-specific details, such as: People Profiles, facilities/buildings highlights, handbooks, scholarships specific to your program and additional opportunities and activities.

Program pages will link to the curriculum published in the academic catalog. The NDSU catalog serves as the official source for curriculum details, degree requirements and other essential academic information. Do not include curriculum information on your department website. Instead, link directly to the program page or the catalog (depending on the audience's needs) for the most up-to-date content that reflects the governance process.

In fields like title, use audience-relevant keywords to improve search engine visibility, but avoid keyword stuffing. Focus on creating valuable, informative content. When building web pages and entering backend information, consider these elements for optimal display and user experience:

• Page Title: Serves as the page name in search engine results, the browser tab label, the social media headline when shared, and what screen readers announce as the page name.
• Page Description: The description shown in search results and announced by screen readers for visually impaired users.
• Social Sharing Thumbnail Image & Alt Text: The image displayed when the page URL is shared, with descriptive alt text for accessibility.
• Page Headline: The primary headline on your page; it may or may not match the Page Title.
• SEO Keywords or Keyphrases: Keywords or phrases for which you want search engines to find this page.
You may not have direct access to these, but your choices for the fields above will determine what the tags look like.

Many of these options will be controlled via the Metatag section of each page.