Website Content & Design Resources and Best Practices

Web visitors rarely read word-for-word—they scan. To keep users engaged:

• Start with the most important information at the top, then add details as the page goes on.

• Break content into sections using short paragraphs, subheadings, and bullet points.

• Highlight key information with bold text or callout boxes.

• Always include clear calls to action (e.g., “Apply Now,” “Contact Us”).

• Use whitespace intentionally so pages don’t feel cluttered.

Consistency in design builds trust and strengthens the USC Dornsife identity. Follow USC brand standards for fonts, colors, and logos.

• Use the approved color palette and typography consistently.

• Maintain visual hierarchy (headlines larger and bolder than body text).

• Keep layouts clean with plenty of white space.

• Align text and images carefully for a professional appearance.

• Reuse shared components (cards, buttons, navigation) so the site feels cohesive.

University Branding

Consistent branding helps visitors immediately recognize they are on a USC Dornsife page and reinforces the university’s reputation. Use the approved USC colors, logos, and typography to ensure your site aligns with official standards. This consistency builds credibility and creates a cohesive experience across all university websites.

Header Hierarchy & Structure

Headings are the backbone of web content. They create structure, improve readability, and help both search engines and screen readers understand your page.

• Use one H1 per page (the main page title).

• Use H2s for main sections and H3s for subsections.

• Never skip heading levels (don’t jump from H1 to H4).

• Keep headings short and descriptive, so readers know what to expect.

A clear heading structure helps visitors scan quickly and decide where to focus.

Website Design Components

Components are the building blocks of Dornsife websites and help keep pages consistent and on-brand. Choose components that match the purpose of your content, use them consistently across pages, and avoid crowding a page with too many different types. Always preview your layout on mobile to make sure it works across devices.

Images play a big role in how users experience a website. Use them strategically:

• Choose relevant, authentic images that enhance your message (students, faculty, research, campus life).

• Use high-quality, optimized files that load quickly.

• Crop thoughtfully so faces or focal points remain visible on all devices.

• Avoid text embedded in images—screen readers can’t read it.

• Always write alt text that describes the image for users with screen readers.

Copyright

All images and videos used on USC Dornsife websites must follow and respect copyright laws. For information about copyright law and to download the USC image release form, please visit identity.usc.edu.

Please email webproject@dornsife.usc.edu if you have any questions or need assistance.

Image Size Guides & Photo Editing Tools

Here you’ll find image dimension requirements for all of the website design components and page features and guidelines for editing images for your website.

USC Dornsife Website Image Library

This image library, created for the website redesign project, contains hundreds of new images of USC Dornsife students, classes, laboratories, campus scenery and much more. All images are available to the USC Dornsife community to use on your web presences.

How to access the image library:

• Open the image library
• Enter your email and the password Dornsife

USC Mosaic Media Share

USC Mosaic is the university’s library of photography, video and brand assets. Access to Mosaic is limited to staff with a USC email address authenticated via the university’s single sign-on provider. Please contact mosaicms@usc.edu with any questions.

Flickr

The images on the following Flickr accounts are free to use for the USC and USC Dornsife community. The include images of events including commencement, students, classes, campus scenery, and more.

Free and Royalty-Free Images

These websites offer free and premium (paid) stock images. You must adhere to the terms of the image-use license associated with each image.

As you build or update your website, it helps to have some examples to look at for inspiration. The following sites are built using the USC Dornsife WordPress platform and make use of a wide variety of the available design components and page templates.

If you have any questions about how to replicate what you see, please email webproject@dornsife.usc.edu and we can help you.

A well-designed website makes it easy for users to find information and take action.

• Keep navigation simple with clear, predictable labels.

• Use breadcrumbs for orientation on complex sites.

• Link internally to related pages where it adds value.

• End each page with a clear next step or call to action.

• Test your pages with real users when possible.

Even the best design fails if pages load slowly. Keep your site fast and responsive:

• Optimize images before uploading (use correct size and compressed formats).

• Avoid uploading unnecessarily large files.

• Test pages on mobile—design should be mobile-first and responsive.

• Use short, descriptive page titles and URLs.

Before publishing a page, ask yourself:

• Does my page have one H1 and clear heading structure?

• Is the content scannable and broken into sections?

• Are my images relevant, high-quality, and optimized?

• Do all images have useful alt text?

• Does my page follow USC Dornsife branding?

• Does it load quickly and display well on mobile?

• Are my links descriptive and my CTAs clear?

Publishing a new site?

View the Pre-Launch checklist