Website style guide - P


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On this page:

Page management 

Applies only to CMS

Learn about the different ways you can manage your website pages by viewing our Page management page, to learn how to:

  • Edit a page
  • Check where a page is used
  • Check for 404 page errors and request redirects
  • Deleting / unpublishing / archiving a page 
  • Add a page to the local navigation menu
  • Add a page in the site structure

Changing page types - Website style guide

Page title

Your page title should clearly describe and summarise what information can be found on each page.

It will be the first thing people see when your page appears in a search engine result, and will often be the deciding factor in whether they click on it. 

Consider what questions people may be asking in order to find your page. Does your page title indicate whether that question will be answered?

Page titles should be in Sentence case - do not capitalise each word, and avoid using acronyms and abbreviations.

Paragraph length

Paragraphs on the web should be kept to one or two sentences. 

This may be shorter than you are used to when writing in other formats, but keeping paragraphs at this length will make it easier for your users to scan information and will reduce the strain of reading text from a screen.

Consider also how your page will look on mobile: the narrower screen width will mean there are fewer words on each line, which will make paragraphs appear longer.

Scannable content - Website style guide


Downloads - Website style guide


See our photography guide for best practice on taking pictures for use on our website and social media.

Our images and downloads page offers guidance on how to upload, format and manage images.

Images - Website style guide

Plain English

Plain English is an inclusive style of writing for external audiences that uses short, clear sentences and everyday words without jargon. 

This is important when writing University content, as many of your visitors are international students, and may have learning difficulties.

Do not use formal or long words when easy or short ones will do. Use ‘buy’ instead of ‘purchase’, ‘help’ instead of ‘assist’, and ‘about’ instead of ‘approximately’.

Write conversationally – picture your audience and write as if you were talking to them one-to-one but with the authority of someone who can help.

Plain English alternatives to frequently used words

Addressing the visitor - Website style guide

Audience - Website style guide

Writing style - Website style guide

Words to avoid - Website style guide


There is no need to use the word 'please' on the website, particularly when giving information and directions. It isn't bad manners.

For example don't write “please fill in the form” instead say “Complete the form”.

Don't start a sentence with 'Please note'. The phrase only adds bulk to the page whilst reducing meaning - it’s the text after it that’s important. 

When readers scan down the left-hand side of the page picking out keywords, the phrase “Please note: the deadline is 1 July” doesn’t jump out at the reader in the same way as: “Deadline 1 July”. 

Addressing website visitors - Website style guide

Plain English - Website style guide

Words to avoid - Website style guide


Applies only to CMS

A Promotion is a box containing title text, body text, a link and, if appropriate, an image which appears alongside the main content on a page. 

Up to two are used on each page, the first (Group Promotion) promoting content in your Group (your website) and the second (Central Promotion) signposting content across the wider University website (these are managed by Corporate Communications).

Both kinds of promotions can be switched off on individual pages.

Promotions - Web support


Applies only to CMS

The prospectus contains course details for potential undergraduate or postgraduate students or parents, and is managed centrally by Corporate Communications. 

There should be no prospectus information added manually, whether courses or module information. Course information can be included on a page using course cards.

Course cards - Website style guide


If you have any questions or comments about this guide, contact us.

Get in touch

If you have CMS questions or are stuck then get in touch and we'll do our best to help.