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Plan your content

Your task as a content owner is to create valuable and accessible content for your readers. Here you can learn how to plan your content and guidelines for web publishing.

When you wish to add new content to the web or work on an old page, you need to plan your content. 

Checklist for publishing on the web

  • Target audience: who is the page aimed at?
  • Objective and purpose: what should the visitor do when they read the page?
  • Primary message: what should the page communicate?
  • Language: should the page be in both Swedish and English?
  • Page title: clear headline that sums up the content.
  • Subheadings: highlight the most important elements of the content.
  • Introduction: summarises the page by putting forward what is most important.
  • Images: connected to message and text.
  • Next step: what is the visitor’s next step and what pages should there be links to?
  • Editor/content supervisor: who should manage updates and who should be responsible for the content?
  • Backup for content: who is the backup in case of absence?

Target group

When you publish material on the web, it is important that you have in mind who you wish to reach with your message.

Here are some questions you can ask yourself:

  • Who is the page aimed at?
  • What are the needs of users?
  • What should they know and feel after reading the page?
  • What should users do after they have read the page, what is the next step?

Link and refer to pages that have more to add on the subject. These could be at KTH or on external websites.


Should the text be in both Swedish and English? We as an authority are obliged to have some types of information in Swedish at least . Information aimed at both Swedish and non-Swedish speakers should be available in both languages.

Remember not to mix languages in the same structure. This becomes inconsistent for users and makes the content less accessible.


Prioritise your content so that users can focus on the information.

A good page structure is perceived as simple, fast and easy to use. It is important that it is clear and does not become fuzzy with too much information that users do not need.

Start clear and broad high up in the structure. Further down the structure you can be more specific.

Publish the same contents in more than one place

Avoid cross-posting in pages because they might be good to have. We have different target groups in different parts of the site and you may need to adapt your text. There is also an increased risk of users getting into the wrong context when finding the page by searching with cross-posting. It is also harder to find the content in searches. Rather, write a shorter customised text and link to the place where the visitor can read more.

Accessible content

Accessibility means that people with disabilities can use the web, but accessible websites are good for all users. The information is more easily found, read and understood.

Digital accessibility - requirements and opportunities

Content responsibility

All content on KTH's website shall have a content supervisor. It is usually the content supervisor who also handles the ongoing updates, but someone else can also be appointed. It is also important to have a backup in the form of a colleague who can make urgent changes during holidays, for example.

Take care of your content

Make it a habit to review your pages at regular intervals. It is important to clean things out and not have more content than is needed. Pages that are out of date or contain incorrect information shall be unpublished. Be sure to update the information so that passed dates do not make the text appear outdated. 

Unpublish old material

There are legal requirements that public documents shall be handled according to our internal regulations. However, there is nothing in the law that says that all information should be available on the web. You can thus unpublish old material and refer visitors to the central archive or your school's archive for older records, documents etc.

The principle of public access to information

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Belongs to: KTH Intranet
Last changed: Dec 07, 2021