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The consistent delivery of content, visual design, and user experience is paramount to maintaining the professionalism of our branded web experience.

Creating and managing content extends beyond the initial launch of a new website; it requires consistency of production and management of content and contributors across the website. It also requires that content on the website be in-line with branded messages, voice, tone and style in our publications, marketing materials and other communication vehicles.

Website Brand, Tone & Style Guide

The Website Brand, Tone & Style Guide was developed to maintain web content production and management consistency. It details the agreed-upon content guidelines and best practices for

  • Brand Overview - Audience, tone, color and font usage
  • Content Design Elements - Approved layouts, implementing audio and video, image & illustration use, file formats & naming conventions
  • Web Writing Best Practices - Information about user behavior and tips for writing great web content
  • Anatomy of an Effective Web Page - How to use the content elements available to you
  • Punctuation & Style - The Baystate Health Style Guide adapted for the web
  • Web Governance - Workflow & approvals, contact information and resources
  • Whether you are an employee, stakeholder, affiliate, partner, vendor or other stakeholder, please read this guide if you will be writing, editing or updating content on