When creating content, the tips below can help you maintain the standards of the Largo’s brand to ensure content stays consistent and focuses on a service-oriented digital experience. The majority of the site standards Largo.com uses are based on Largo's Best Practices and the AP Stylebook. Any exceptions to AP were chosen for web usability and ADA compliance reasons.
Content Formatting
HEADERS
- Break long pages of content with headers
- To apply a header, select your text then go to Styles > Header or Styles > Subheader
- All headers must be CAPITALIZED to follow our brand style as seen above
- There should be no space above bulleted lists
- Avoid over-bulleting
- Bullets should only go (at the most) two levels deep
- The first letter of each item in a bulleted list should be capitalized
- There should be a break between the bottom of a bulleted list and the next block of text
- Contact Name/Title Bolded (Generic only, no staff names should be used)
- Phone Number listed with area code and dashes. (Example: 727-587-6740)
- Email (Generic only, no direct staff emails should be displayed)
- Capitalize the first letter of the email address (Example: [email protected])
- Specific staff contacts should be listed in the Staff Directory and maintained by the department's Web Admin for updates
- For contacts listed in the center of a webpage, list a generic title and phone number with extension.
- Example: If you need assistance, please contact Largo's Business Assistant at 727-586-7360 Ext. 7206 or email [email protected].
DATES AND TIMES
- Spell out day and month (example: Monday, December 1)
- Use "am" and "pm" (example: 8am - 5pm)
- Format numbers at xxx-xxx-xxxx
- Email (no dash between "e" and "mail")
- Format phone numbers as clickable links (Watch video)
- Format emails as clickable links (Watch video)
- Format emails with Department/Service (example: Business Services)
- St, Ave, and Blvd are always abbreviated unless used in a paragraph
- Format direction as N, S, E, W, NW, SW, etc.
- First through Ninth are spelled out and capitalized when used as street names and figures with two letters will be used for 10th and above (ex: 7 Fifth Ave. or 100 21st St.)
- City of Largo or the City, capital "C"
- Capitalize the first letter of the email address (Example: [email protected])
- Strategic Plan, Budget-in-Brief, etc., capital first letter(s) of documents
- The “&” sign (ampersand) is used in headlines and subheads, but within the content area "and" is used
- The “%” symbol is used in place of the word percent when referring to a specific figure
- Format phone numbers as clickable links (Watch video)
- Format emails as clickable links (Watch video)
- Hyperlinks open in a new window unless the link is to another page on this site
- Don't use the terms click here and under construction
- Underline formatting is only used for hyperlinks
- Rename update files the current file name to ensure links do not break
Imagery
- Only use Largo photos or stock photos with warm, sun-kissed tones and images of people and friendly faces, or use actual photographs representative of the services offered (Example: a stock photograph of building plans)
- All photos must be high quality and not distorted, pixelated or stretched
- NO CLIP ART, LOGOS OR ILLEGALLY DOWNLOADED GRAPHICS!
- Upload images to the Revize Imagery Gallery
- Do not drag and drop from your desktop directly into the CMS Editor
- IMAGE ALIGNMENT: Left (Text Wraps) if you'd like to wrap your photo around text.
- The DESCRIPTION (ALT) field must be completed. This is for website compliance and accessibility. Describe your photo and do not leave this field with just numbers.
- Set V Spacing and H Spacing to at least 5 pixels. Adjust as needed.
- Watch this video for step-by-step instructions for uploading images
- 100kb for a large image
- 50kb for a medium image
- 30kb for a small image
These are found at the top of every webpage. Sizing is 1920x1280.
Content providers can edit these photos by clicking the "Edit this List" button at the top center of the webpage. Click the Green pencil to add a photo, drag/drop or choose a previously loaded photo, Upload then Save.
For interior pages, there are two types of buttons: Circle and Square Tiles. These are found on select templates, and are to only be turned on for use by Web Admin. If you need help resizing images for these buttons, please contact Marketing.
Circles: 500x500
Square Tiles: 500x340
Admin Circles: 200x200
Commission Circles: 125x138
Circles: 500x500
Square Tiles: 500x340
Admin Circles: 200x200
Commission Circles: 125x138
News items are found scrolling through on the Largo.com homepage and designated landing pages. Sizing is 276x157.
Content Style
Write in a way that suits the situation. Ask yourself: Who is going to read this? What do they need to know? How might they be feeling? Am I on brand by presenting Largo in the best light? Help people find the information they need quickly and easily. Guide them through the process.
- Focus your content on City services, events and ways to engage
- Use plain language and simple sentences
- Choose clarity over cleverness
- Create content for everyone
- Make content web friendly, easy to navigate and find
- Less is more
- Top Nav: Connect, Services, Things to Do, How Do I?
- Bottom Nav: Mega Menu, Catch All
- Search Bar: Every page!
- No more than "three clicks in"
The website is a very visual representation of the Largo brand and needs to align with the City's brand, image and reputation.
Voice
Voice
- Warm
- Friendly
- Inviting
- Inclusive
- Energetic
- Welcoming
- Motivated
- Real-life imagery
- No clipart or non-City logos
- Brand webpage templates only
To keep content understandable, concise and on brand, it should be:
- Specific
- Informative
- Clear and concise
- Friendly, warm and inviting
You should:
- Use contractions (such as can’t and won’t)
- Use the language people are using (for example: “trash” instead of “solid waste”)
- Use Google Trends to check for common search terms
- Use headers, short sentences and bullet points to make text scannable
Content on government sites often makes a direct appeal to the public to get involved or take action. Address the user as you whenever possible. For example:
- You can email us at [email protected] or connect on Facebook, Twitter and LinkedIn.
- Learn more about starting your business in Largo.
- If you need help, please visit our online service request portal or contact the City Manager's Office.
One of the best ways to make content clear and usable is to use plain language. When we use words people understand, our content is more findable, accessible and inclusive. Plain language also helps with indexing content into search engines.
Don’t use formal or long words when easy or short ones will do. Use buy instead of purchase, help instead of assist, about instead of approximately, and so on. Check out this list for shorter, simpler words and this list for words to avoid.
When to use legal and technical terms
Present complicated information clearly so it’s easier to understand. If you need to include legal terms or technical language, include a short, plain-language summary or define your terms up front. It’s fine to use technical terms when they’re appropriate for the audience or the situation, but you need to explain what they mean on the first reference.
Don’t use formal or long words when easy or short ones will do. Use buy instead of purchase, help instead of assist, about instead of approximately, and so on. Check out this list for shorter, simpler words and this list for words to avoid.
When to use legal and technical terms
Present complicated information clearly so it’s easier to understand. If you need to include legal terms or technical language, include a short, plain-language summary or define your terms up front. It’s fine to use technical terms when they’re appropriate for the audience or the situation, but you need to explain what they mean on the first reference.
