Content Strategy
Writing for the web
Visit the IU Brand website for guidance on writing effective content for the web.
Overview
The Text Essay component presents a mission or editorial statement. It supports an impactful title, supporting text, and optional calls to action.
Common uses
- Present a mission, vision, or value statement
- Introduce a section with contextual or narrative content
- Pair longer text with one or two follow-up actions
Component example
Component fields
| Element name | Required | Multiple |
|---|---|---|
|
Layout
Layout style (two-column or centered). Two-column aligns with other content; centered uses a single-column, focused presentation.
|
Yes
|
No
|
|
Heading level
Heading level (H2–H6). Must follow proper heading order. Do not skip levels or use them out of sequence.
|
Yes
|
No
|
|
Sticker ID
Optional. Rivet sticker ID for visual emphasis. See the Rivet website for a list of stickers.
|
No
|
No
|
|
Title
Main heading for the text essay.
|
Yes
|
No
|
|
Eyebrow
Optional. Small label above the title. Often used for a category or topic name. Limit to 1–2 words.
|
No
|
No
|
|
Teaser
Optional. Main text content. Supports bold, italics, links, and lists. Limit to a few short sentences.
|
No
|
No
|
|
Show call to action links?
If checked, up to two call to action links are displayed.
|
No
|
No
|
|
Call to action
Group containing fields for a single call to action link. Maximum 2. Visible only when "Show call to action links?" is selected.
|
No
|
Yes
|
|
Call to action text
Link text (a few words, using active verb phrasing such as "Apply now").
|
Yes
|
No
|
|
Call to action link
Destination Page or External Link.
|
Yes
|
No
|
Accessibility
-
Use clear and concise headingsHeadings help users of assistive technology navigate page content quickly.
-
Maintain proper heading orderFollow a logical heading structure (H2 → H3 → H4, etc.). Don’t skip levels or rearrange them for visual effect.
-
Write clear link textLinks should describe their destination. Avoid vague labels like Read more or Click here.
Do
- Use for mission, value, or editorial statements on an index page
- Use the centered layout for focused statements or messaging
- Apply proper heading levels to maintain accessibility
- Follow the IU Brand guidelines for writing effective web content