Valpo Stories Best Practices Guidelines
Purpose
Valpo Stories are external-facing narratives that represent Valparaiso University’s voice, mission, and credibility. They encompass feature stories, news articles, press releases, announcements, and other public-facing content published on valpo.edu and related platforms.
These guidelines exist to ensure that every Valpo Story:
• reflects the University’s mission, values, and brand;
• meets editorial and accessibility standards;
• is discoverable through search and AI tools; and
• serves readers with clarity, accuracy, and purpose.
This guide is intended for the marketing and communications team, new storytellers, campus partners, and anyone writing on Valpo’s behalf.
Tone, Voice, and Brand Alignment
All Valpo Stories should align with Valparaiso University’s established brand and editorial standards.
Core Attributes
Valpo Stories should consistently reflect the University as:
• Purposeful
• Servant-hearted
• Intellectually curious
• Interdisciplinary
• Student-centered
• Faith-driven
Messaging Pillars
Stories should support one or more of the following pillars:
• Leadership and Service
• Academic Excellence
• Community and Belonging
Tone and Voice
Valpo’s voice is:
• confident but compassionate;
• thoughtful and values-driven; and
• approachable and action-oriented.
Stories should be grounded in faith, community, and purpose, inviting readers to explore academic calling while being servant leaders
All writing must follow the Valparaiso University editorial style guide and brand guidelines. Reference valpo.edu/marcom/brand for more information.
Structuring a Valpo Story
Strong structure improves readability, accessibility, and search performance.
Story Title (H1)
• Use title case for all headlines (capitalize major words for consistency across platforms).
• Keep headlines unique. Avoid reusing titles already in use on the Valpo site. For recurring stories or events, include the year when appropriate (e.g., Christmas at Valpo 2026, Valpo Ranked Among Top Midwest Universities for 2025).
• Keep it short and engaging. Headlines should be concise, clear, and compelling at a glance.
• Use colons or vertical bars when helpful. Punctuation can break up a headline and create rhythm (e.g., Beyond the Classroom: How Valpo Students Give Back).
• Include student names in spotlight features. When highlighting a student, be sure to include their first name (and last if appropriate) and graduation year to personalize the story (e.g., Jane Doe ‘28 | A Voice for Change in Christ College).
• Write with SEO in mind. WordPress pulls the page title as both the H1 and the SEO title. Titles that are clear, keyword-conscious, and non-duplicative help improve rankings and accessibility scores.
Headings (H2–H4)
• Use headings to organize content, not for decoration. Headings should support the structure of the story and break content into scannable sections.
• H2s should be descriptive and action-oriented. They should clearly introduce the content that follows and guide the reader through the piece.
• Maintain consistent capitalization. Use title case for all headings, and do not end them with punctuation.
• Use headings to guide both readers and search engines. Well-structured headings improve readability and SEO
• Incorporate target keywords into H2 or H3 headings. When possible, align subheadings with relevant search terms or variations of the story’s main focus. (Example: if the primary keyword is undergraduate research, a subheading might be Hands-On Undergraduate Research at Valpo.)
• In the Valpo Stories WordPress theme, preset heading styles may not match the preferred look (e.g., font, weight, or spacing). Some contributors have opted to use paragraph style with bold formatting instead. We're currently exploring solutions to bring header styles more in line with team preferences. Stay tuned we’ll update this section once we finalize a direction.
Writing the Story
Intro/Lede
• Keep it around 30–45 words. Aim for a concise opening that draws the reader in without giving away the entire story.
• Clearly state what the story is about — and why it matters. Focus on purpose and relevance up front.
• Set an inviting, mission-aligned tone. The lede should reflect Valpo’s values and voice in a natural, engaging way.
• Encourage continued reading. Use curiosity, emotion, or a compelling hook to make readers want to learn more.
Body Copy
• Aim for 500–2,000 words, with most stories averaging around 750–800. The length can vary based on format, but content should be substantial enough to inform, inspire, and support SEO best practices.
• Prioritize clarity, specificity, and usefulness. Avoid vague or generic language. Be clear and direct while staying aligned with Valpo’s voice and values.
• Write with an authoritative but approachable tone. Ground the story in mission, purpose, and real outcomes while staying reader-friendly.
• Focus on real people and real impact. Highlight individual experiences and tangible results that reflect what makes Valpo distinctive.
• Weave in values-driven and future-focused messaging. Every story should help readers understand not just what Valpo does, but why it matters.
• Include one to five relevant hyperlinks to valpo.edu pages.
• Links should open in the same tab unless they lead to a fillable form (e.g., request info, apply now).
• Avoid repeating the same link multiple times within a single story.
• Be thoughtful — too many links can overwhelm the reader and dilute the impact.
• End with a clear call to action. Direct readers to a relevant, branded (vanity) URL on the Valpo site where they can learn more or take the next step.
SEO and Discoverability Best Practices
Search optimization helps the right audiences find Valpo Stories.
Keyword Strategy
• Choose one clear primary keyword or phrase that captures the core topic of the story and aligns with what your audience may be searching for.
• Include two to three secondary keywords that support or expand on the primary focus. These can reflect subtopics or related concepts.
• Use variations and synonyms naturally. This strengthens searchability without sounding repetitive
• Avoid keyword stuffing. Keywords should be woven seamlessly into headings, body copy, and metadata never forced or overused.
Keyword Placement
• Title and URL: Include the primary keyword in the headline (which serves as the H1 and SEO title) and in the page URL, if possible.
• Early body copy: Use the primary keyword within the first paragraph or two to establish relevance.
• Headings: Incorporate keywords into H2 or H3 subheadings when appropriate and natural
• Images:
o Use keywords in alt text, while still accurately describing the image.
o When possible, include keywords in image file names and captions to further boost relevance and discoverability.
Search Intent
Writers should keep general search intent in mind when shaping Valpo Stories this helps ensure content is useful, relevant, and discoverable.
Common types of intent include:
• Informational: Readers are looking to learn about a topic (e.g., academic programs, campus life, research opportunities).
• Navigational: Readers are trying to locate a specific Valpo service, office, or resource
• Comparative or Investigative: Readers are evaluating Valpo in the context of outcomes, opportunities, or peer institutions.
• Action-Oriented: Readers are ready to take the next step apply, request info, visit, or register
While keyword recommendations may reflect search intent more technically, this framework is helpful for writers to keep in mind as they craft content that meets users where they are.
WordPress Publishing Essentials
Meta Description
Meta descriptions are added in the WordPress backend and appear in search engine results below the headline. While Google may choose to override them based on user behavior, well-written meta descriptions can improve click-through rates and support SEO.
• Keep it to 160 characters or fewer.
• Make it unique to each story. Avoid duplicating across pages.
• Accurately summarize the content. It should reflect what the reader will find on the page.
• Use active voice. Clear, engaging phrasing performs best.
• Include a soft call to action when appropriate. (e.g., Explore how Valpo students are making an impact beyond the classroom.)
Example:
Meet Jane Doe ‘28, a Christ College Scholar combining science and storytelling to advocate for accessible healthcare. Discover how Valpo helps her bring both to life.
Categories and Tags
Categories and tags help organize Valpo Stories for both readers and search engines. Use them intentionally to improve site structure, discoverability, and topical relevance.
• Categories define broad site structure. Choose the one category that best reflects the story’s primary focus.
• Tags support discoverability and topic authority. Use them to highlight relevant themes, topics, or programs
• Avoid creating unnecessary or redundant tags. Use only tags from the official Valpo Stories tag list: Valpo Stories official tag list
• Do not tag individual people or building names. Tags should reflect topics, not specific names or locations.
o Avoid duplicates or overlapping terms. Keep taxonomy clean and easy to navigate.
o Use consistent capitalization. Apply camel case (capitalize the first letter of each word) for tags (e.g., Campus Life, Student Success).
• Be intentional and consistent. Tags and categories should reflect long-term strategy, not one-off labeling
Images and Visual Storytelling
Visuals play a critical role in Valpo Stories they should reinforce authenticity, enhance accessibility, and support the storytelling experience.
• Prioritize original Valpo photography over stock images to maintain authenticity and brand consistency.
• Use descriptive file names that include “Valpo” or “Valparaiso University” to support SEO and organization.
• Write accurate, descriptive alt text for every image. Alt text should describe the image’s content and purpose for users relying on screen readers.
• Maintain consistent aspect ratios — 16:9 or 4:3 are preferred to keep layout uniform across devices.
• Compress files for fast load times without sacrificing visual quality. Use squoosh.app before uploading.
• Let WordPress handle format conversion. The CMS automatically converts images to .webp and scales to a maximum size of 2560px.
• Use one strong feature image at the top of the story, with two to five supporting images throughout the rest of the content.
• Balance visuals with text. Aim for approximately one image per 300–400 words to break up copy and maintain reader engagement
• Keep galleries intentional and concise. Every image should contribute to the story.
• Ensure strong color contrast and legibility when images include text overlays or graphic treatments.
• PhotoShelter is a great resource for accessing approved, high-quality Valpo images. Reach out to photos@valpo.edu if you need help locating or requesting photos.
The goal is to tell and show the story.
Sources, Accuracy, and Review
Accuracy and credibility are essential to every Valpo Story. All content should be trustworthy, well-vetted, and aligned with Valpo’s standards.
During writing and editing:
• Verify all factual claims. Double-check names, dates, titles, statistics, and program details.
• Confirm preferred pronouns and name spellings for all individuals mentioned.
• Review quotes for accuracy, especially if paraphrased or edited for clarity
• Consult subject-matter experts when additional context or verification is needed.
Before publication, WordPress drafts should be reviewed by:
• Anyone interviewed for the story (unless the quote was provided and used exactly as written)
• At least one editor to ensure quality, clarity, and alignment with Valpo’s voice.
• Additional reviewers if needed for sensitive topics, accuracy, tone, or branding.
Final review checklist:
• Content is clear, cohesive, and easy to follow.
• Tone and voice align with Valpo’s brand and values.
• Editorial and brand guidelines are followed
• SEO fundamentals (headings, keywords, meta, links) are in place.
• Accessibility best practices are met (alt text, contrast, structure).
• All hyperlinks are tested links should be accurate, clickable, and open in the same tab (unless directing to a form).
Final Reminder
Every Valpo Story represents the University to prospective students, families, alumni, partners, government officials, and the broader public. Thoughtful storytelling, strong editorial standards, and intentional optimization ensure that our stories reflect Valpo at its best.
For the full standard operating procedure (SOP) on writing a Valpo Story beyond the best practices above, please reference the SOP - Writing a Valpo Story document.
If you are publishing a Valpo Story to WordPress, be sure to reference the Review Checklist for WordPress Drafts and Publications prior to going live.