Chapter 4: Style

AP Style is the official style source for the UT Health San Antonio, unless noted as an exception in this guide. Webster’s New World College Dictionary, Fourth Edition, is the official dictionary source. Chicago Style is an acceptable alternative for academic points of style not found in AP Style or in the dictionary. Consult the online version of that dictionary or the most recent print edition. The first spelling of a word listed by Webster’s New World College Dictionary, Fourth Edition, is the spelling that should be used and should supersede other spelling options unless noted in this guide. 

4.1 Headlines

In web content and on digital projects, use sentence style, meaning that the first word of a headline should be capitalized, but the other words are not capitalized unless those words are proper nouns.
In general: 
 
Copy headlines or link text = This is sentence case. 
Label or button = This is sentence case. 
Right-hand side menu links = link text = This is sentence case, unless it is a proper name that would normally be capitalized, such as Faculty Development Program. 
 
Numbers in headlines must always be in numerical form because web writing calls for concise headlines that maximize character counts. (In body copy, spell out numbers zero through nine.) 
 
The percent symbol, not the spelled-out word should be used in headlines, for the same reason numbers are used in numerical form. Ampersands are accepted for use in place of the word “and” in some cases. 

A visual guide:

4.2 Captions and image credits 

Any images that come from a non-university source must be properly credited online using the guidelines outlined by the photo source, such as Shutterstock. If the vendor does not have guidelines for crediting a photo, our style is “Source: Getty Images”. Some photo databases have a specific credit line and hyperlink that we must agree to use before permission to use the image is granted; the source’s preferred caption language should supersede our style. If the image was produced in-house or is owned by UT Health San Antonio, no caption or credit line should be used.

4.3 Numbering 

Spell out numbers zero through nine in text. Use numerals for numbers 10 and higher. Defer to AP Style for rules on large numbers. 
 
Phone numbers should use hyphens between the first set of numbers and the second set of number. No parentheses. Example: 210-567-7000. The lowercase letter “x” is acceptable for extensions. Example: 210-567-7000 x0000 

4.4 Bullets and lists

Bullets work well in online formats because they allow bits of information to be packaged and delivered in a concise way. Use a numbered list when the information is a set of directions that must go in order by steps. Use a numbered list for a Top 10 list or a group of items packaged based on a certain number of items. Otherwise, use bullets. 
 
A space should be placed between the intro text for a set of bullets and the bullets themselves. Use a colon after the intro text.  
 
The first word after a bullet or number in a number list must always be capitalized. Exceptions should be made for brand names that employ a lower-case letter by design: iPhone. Only use a period if the bulleted item is a complete sentence. Do not use a semicolon at the end of each item. 
 
Example:  

• We use lists frequently. 
• We use them to make copy easy to read. 
• We use them in academic, research and patient care pages. 

4.5 Long quotes and excerpts 

Quotes of more than two sentences or excerpts from a book, study or periodical, should be set apart from the body text. The text should be indented and placed in quotes. 

4.6 Mission message

“We make lives better” is the UT Health San Antonio’s nationally registered tag line that can complement content in situations where applicable.  

4.7 Linking

Avoid using web addresses in body text. Linking is more concise and links offer a powerful way to enhance the reader’s experience. Use links to offer extra information that the reader can seek out, as opposed to bulking up an article with information that may not be specific to the point of the content at hand. 
 
Long URLs are not reader-friendly. Linking helps the reader comprehend the content without distracting from the material.  
 
Anchor text should be five to seven words and meaningful words should be chosen. Avoid linking to phrases such as “go to this site” or “click here”. Don’t link to the entire paragraph. This is difficult for mobile users to read and use.  
 
Bad link text:

Good link text: 

4.8 Vanity URLs 

Vanity URLs are web addresses that are used for marketing purposes to direct readers to a specific web page. They should be easy-to-remember short phrases that are also easy to share on social media. 
 
Contact the Web Initiatives team to set up a concise web redirect that can be used as a vanity URL. The Web Initiatives team can set up SEO tracking tools for the URL.  

Sample vanity URL:  www.wemakelivesbetter.com  

4.9 University-specific style points