Text and Copy Style


Only use ampersands when it is part of an official name (i.e. Journalism, Media & Computing–the ampersand is part of their official name).
Web exceptions: Ampersands are allowed in the following situations, where space limitations make them necessary:

  • On content pages, ampersands are allowed in the Page Title and Menu Link Title fields
  • On tabbed/accordion blocks, ampersands are allowed in the Title fields
  • In menus, ampersands are allowed in the Menu Link Title field

Heading Styles

Heading 2

Use Heading 2 style for section headings (see below). If you have several sections of content, consider using an accordion or tabbed module.

Heading 3

Use Heading 3 style for sub-section headings.


Page Headlines

Page headlines are the only Heading1 tag on a page. Heading1 tags are a factor in SEO, and therefore must address certain SEO considerations. Web headlines should be direct, target-keyword-rich, marketing-oriented and benefit-focused. They appear on 2nd tier pages (i.e. pages that link directly off of a site's main navigation).

Consider: What product we are selling, the benefit of our product to the reader, the problem our product can solve.

Page: creighton.edu/about/rankings-and-reviews
Target keyword(s): top-ranked education
Headline: Find your place in the world with a top-ranked education.

Page headlines are optional on the following types of pages:

  • College-Level Content Pages
  • Department-Level Content Pages

Featured Story Headlines

Featured story headlines should maintain standard title capitalization as per AP Style. AP Style dictates that you capitalize only the principal words and the first word. Words (articles, prepositions and conjunctions) of three or fewer letters are always lowercase. In order to direct search traffic to articles, featured story headlines should be a 65-character or less, concise, descriptive, keyword-rich summary of the articles subject matter.

Copy: 65 characters or less (with spaces)


Creighton President to Appear on the Ellen Degeneres Show


A hyperlink is a reference to data – typically a related web page – that the reader can access by clicking the anchor text. You may direct the related web page to open in a new window or the same window through the link target settings.

Hyperlinks should attract users attention and stand out, both visually and contextually. Underlined blue text – known as the anchor text – is the most commonly used visual indicator of a link. Ideally, hyperlinks will make a web page more scannable by providing information about what is on the page and giving users an idea of where to go next.

When creating hyperlinks, consider the following guidelines:

  • Use anchor text that describes the page being linked to. It's best practice to utilize the target page's title as the anchor text.

Example: If you're linking to a page titled "Academics," then it's best practice for the anchor text to be "academics."

  • When using the target page's title is not possible, select anchor text that accurately describes the target page. Link length is less important than a good description.
  • Avoid generic links, such as "Read more" or "Click here."
  • Begin each link with the most important words
  • Include media format warnings in parentheses or as icons (i.e. PDF).

Good Example:

Hyperlink example - prominent nouns linked

Bad Example:

Bad hyperlinks example with

Link Targets

When you create hyperlinks, you are able to designate where a link will open, i.e. in a new window or within the same window. When creating a hyperlink, use the following guides to determine the 'target' for the link.

Open in a new window:

  • PDFs or Document files
  • Links to external sites, such as Amazon.com

Open in the same window:

Links within Creighton.edu or any of the university sites within the domain, including subdomains (such as ccas.creighton.edu)