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Writing on the web

By publishing current and relevant information in a user-friendly way, we provide good service to our colleagues and external visitors.

Roles and responsibilities

Head of Departments, Head of Divisions, Managers of Administration and Managers of Research Centres 

The Managers of Administration within the professional support, Head of Divisions, Managers of Research Centres and Head of Departments are in charge of:

  • Appointing editors for the unit’s/division's/group's/department's webpages
  • Making sure that the published information is relevant
  • Reporting current or new editors to the EECS communication unit

Web editors

The web editors are responsible for:

  • Having an overview of the unit's/division's/group's//department's web pages
  • Updating the unit’s webpages at least once a year
  • Making sure that the information is bilingual (applies only to the internal pages)
  • If needed sending texts for language check or translation (the communication unit will provided the contact)

Contact the web editors

The communication unit

The communication unit is responsible for:

  • The overall structure and menu on the internal and external pages
  • To inform of changes or directives from GVS
  • Updating the EECS external and internal front-page
  • Updating the EECS external and internal pages
  • Reporting new editors to KTH’s course in Polopoly
  • Support and service for all web editors regarding structure, content, menus, technical support etcetera

The external webpages are managed by the school's webmaster Maria Malmqvist  and the EECS internal pages are managed by Moa Hörnquist .

Strategy of the internal and external pages

1. Focus on the visitors need. For internal pages: What does the visitor want to do on your page? What problem does it solve? All pages must have a clear suppose and be user-oriented. For external pages: Write with the visitor in mind. Who are they and what information do they want to find? How can we make the information understandable and interesting?

2. Adapted to mobile desktop. Try to collect as much information as possible on one page instead of splitting it on several.

3. Do not duplicate content. Make references to KTH general pages if there is existing information on the subject already. If the KTH general information needs improving or updating, get in contact with GVS or the page responsible (can be found at the bottom of the page).This is extremely important in order to achieve an Intranet and external page that are easily found through search engines and are well-functioning.

4. Write in both Swedish and English

5. Use language that is easy to read and understand. The text must be simple, clear and explanatory. Paragraph division and well thought out headlines will help readers find their way through the text. This is more important that the page layout.

6. Unpublish and delete information that no longer applies

7. The internal and external webpage is not an archive. The school’s, divisions’s and group’s pages must contain current and correct information that is of relevance to the target group. The visitors are not interested in reading about five year old procedures or of how things have evolved during time. They visit the internal and external pages to find information that is of use to them and the content should be managed accordingly.

Writing on the web

This is how we write headlines

The headline should describe the content of the page. It should not be more than one row and should generally not contain abbreviations. The main headline on all pages is set to the highest level and cannot be changed. The first headline in the running page (beneath the article headline and introduction) is set as “Heading 2”. If another headline is needed underneath “Heading 2” you can use “Heading 3”. Remember – do not use “Heading 3” on its own. It should only appear if there is a “Heading 2” used previously. If you need another level of heading, use normal text and make it bold. 

Heading 2

Heading 3

Heading 4 (if needed)

This is how we write and introduction

The introduction consists of two or three sentences that sum up the information on the page. To have a good introduction is of high importance since that is what the search engines indexes. Furthermore, an introduction attracts and interests the visitor to keep reading. By reading the introduction, a visitor should be able to quickly detect if he or she has come to the page with the information that they were looking for,

The introduction should only contain normal, unformatted text. An introduction should not contain word wraps, lists or other forms of graphic design choices.

How to write running text

The running text consists of text, second and third headlines, bulleted lists and links. The running text should always align to the left, hence not centred or aligned to the right.

Use bulleted lists

Recital of several things after one another is best done in bulleted lists. A bulleted list makes it easy for the visitor to read and understand the content. A reviewable text makes it easier for the eye to find its way through the text. The information is also perceived as more approachable


Use links carefully and always avoid putting them in the menu on the left as links lead the visitor away from The page in itself should be the answer to a problem and offer a solution that cannot be found else were. If the answer to the problem can be found somewhere else on KTH’s external page or Intranet, then your page is not needed. Before creating a new page, always visit KTH’s webpage and/or Intranet to make sure that the information you wish to publish does not already exist. If the information is not available in any of KTH’s channels, consider if it should be (and notify UF of this need) or if it only applies to the school (then it should be on the school’s pages).

We use one kind of link: this is what our links should look like . That link is used both in the running text and by itself underneath a piece of text:

This is what a link standing on it's own looks like

Link with an arrow. This alternative is not supposed to be use in a running sentence but rather stand on it’s own, like this:

Do not use the other design option for links, such as this: Do not use me


  • Extendable teasers and tags. The key words in the teasers and tags will be hidden in the navigation and the search function will not index it.
  • Column splitter. A column splitter requires the content to be consistent and to be suitable for a narrow width. Therefore the column splitter easily looks disproportionate, crocked and too narrow for reading in mobile desktop

More on creating good content for web

Further direction for creating good web content can be found on KTH’s Intranet, for example: 

  • how to write on the web
  • standard article
  • standard department
  • digital accessibility
  • versioning
  • handling of web address

KTH internal pages on web publishing