Our audiences rely on us for up-to-date, reliable, practical information that they can implement in their lives, businesses, and communities. It is up to us to ensure our websites are the best they can be for our participants and partners. Websites with outdated material can frustrate users and redundant information hurts our search rankings. Additionally, artificial intelligence systems like ChatGPT use website content to answer users’ queries. Therefore, it is crucial that UW–Madison Extension regularly updates its site content so that our audience continues to view us as a trusted source of information. 

Per the website policy, websites should be organized around Institutes, Programs, and counties – with additional considerations decided by programmatic and operational leadership. If you have a grant project or limited-time initiative, consider posting content on a related Program site; this will draw in more visitors as opposed to hosting this information in different areas and complicating search results.

Additionally, all sites need a Site Owner. The Site Owner holds ultimate accountability for a site. This role is responsible for ensuring the site remains compliant with policy and aligned with organizational goals. Per the eligibility listed above, a Site Owner is typically someone in a leadership position (such as a Program Manager, Institute Director, Area Extension Director, or Operations Unit Director), providing a clear transition in the event of staffing changes. Site Owners can designate a liaison to serve as a Site Manager to be an everyday decision-maker.

More information about roles is included below, notably when it comes to content review responsibilities. Many types of users have access to websites; Site Owners and their designees should agree on points of contact and decision-making for requirements such as content review, adding users, and any compliance issues that may arise.

DO reach out to your leadership (Institute/Operations Director, AED, or Program Manager) on where content should be hosted. Leadership can discuss site structure and hosting options with the Office of Communications and Office of Digital Solutions.

DON’T create new websites.

Site content reviewers are responsible for completing a quality review of their site(s)’ content to be in compliance with this policy. This includes evaluating content for accuracy and aligning content with current priorities. This guide is designed to help reviewers navigate the content review process. Contact the Office of Communications and Stakeholder Engagement for any assistance needed during this process (see Policy Contact). Site owners should come to agreement with content authors on who should serve as a reviewer and/or review coordinator for content.

What criteria should be used for content review?

The content review system will require you to periodically review site materials such as Articles and Posts on your website. In our WordPress environment, there are several ways to easily identify or view content that is either overdue for review, or will be due for review soon. The following criteria needs to be met in your review to make sure content is accurate, relevant, and useful:

Content is accurate. Reviewers should make a good faith effort to check that the information presented is correct, including contact information listed on the site. Reviewers are encouraged to engage others during this process such as those with expertise in a particular area. Reviewers should focus their efforts on verifiable claims and not claims that are promotional in nature. Providing accurate information is one way we can ensure we are providing our audiences with unbiased evidence to facilitate their decision-making regardless of whether they use our sites, a search engine, or an AI assistant. Accuracy also includes branding and how we refer to ourselves as Extension. Do not use “UWEX” or “Cooperative Extension”; refer to the brand guide on the KB for more information.

Example

DO check status of contacts listed, including job titles, email addresses, and phone numbers. (Also ensure that all email addresses used are @wisc.edu as appropriate instead of county or personal email addresses.) DON’T list contacts that no longer work at Extension or are not affiliated with the topic area.

DO confirm content is still best practice and verify facts with article authors and/or specialists as needed. Consider removing information if Extension no longer has a specialist who supports this topic or there is no specialist to verify. DON’T let years-old content lead users to incorrect information.

Scenario

An article under review contains content written by a retired specialist. No new specialist was hired to replace the retired specialist and the topic is no longer part of the strategic efforts of the Institute. The reviewer validates with the Program Manager that we no longer support this topic and realizes the entire site’s topic is unsupported by Extension programming. The reviewer then submits a request to ODS that the site be deactivated.

Content is relevant. Reviewers need to check that the information presented is directly linked to the site’s purpose and representative of Extension’s mission and current priorities. A significant number of our users land on our websites through search; they are coming to find something specific to their needs. Ensure that content matches up with what your audience would expect to find for that topic.

Example

DO Confirm that content fits with the overall theme and topic of the site. DON’T Add content because you have access to a website and need a place to store it. Keep users in mind and contribute to telling Extension’s story specific to a Program or county.

DO create content that lists local offerings and opportunities that participants can engage with in their area. DON’T recreate content that exists on another resource or is not supported by Extension.

Scenario

County website reviewer finds an article from seven years ago that lists proper meat-cooking temperatures. While it’s unlikely that the topic information has changed in that time, this information is not specific to the county and is not supported by current Extension programming. Reviewer deletes the content.

Content is useful. Users can be frustrated to find information on an event or program that is in the past; make sure promotional content is forward-facing or is a report/resource for past events. Reviewers need to check time references of events and opportunities. Programs or other offerings that are referenced should be active and still available for users to take part in. If the offering is no longer active but reference to it is necessary for completeness, reviewers should add a disclaimer that the offering is no longer available. Check that all links are active and go to the correct sites. Broken links are frustrating for users and contribute to a poor reputation for Extension’s resources.

Example

DO remove “register now” for events that have already happened and if necessary add language that gives context to users about the event’s conclusion. DON’T let promotional posts about past events remain as is; this can confuse users who see a search term offering an event that they then click into to find it not available.

DO remove things like registration buttons for events no longer offered by Extension. Delete posts advertising past events. Adjust event pages for recurring events to reference the future event and clearly identify past event materials when they are important to keep available. DON’T leave legacy information as is. If an event is over, change time and logistical information to avoid user frustration.

Scenario

Content under review for a Program website lists a conference that was held a year ago. The reviewer wants to keep the materials up to give users a way to engage with recorded speeches. Reviewer deletes references to hotels and registration, and adds a paragraph explaining that the event is over and this information is being provided as a record of the event.

Note: The content review system is not yet active for county websites pending current work to scope out models and plans for our county presences.

County websites are subject to the Extension Website Policy for the following requirements:

● Ensuring content is local and not duplicative of state Program educational material
● Ensuring sites do not host third-party content

Ensuring content is local and not duplicative of state Program educational material

Local content is information relevant specifically to the county for which the website is oriented. Examples include a staff directory and contact information, area events such as classes, and contact information for local 4-H clubs. Content on county sites should relate solely to that county and must not duplicate or replicate content that can be found elsewhere such as a Program or Institute website. County sites can refer to and link to programmatic sites where statewide content is more relevant to host.

Examples

DO list events, workshops, and trainings offered in your county or area.

DON’T create a guide for gardeners, information for whom can be found on the state Horticulture website.

DO remove recipe lists and guides on canning. (Referrals to state resources on food safety and preservation can be listed).

DON’T leave legacy information as is in an attempt to create a “historical record” or pad the amount of content on a website. If Extension no longer supports or runs a particular topic, remove content or link to state resources to give users the latest information.

DO link to promotional content from state Program websites such as news and blog posts, guidebooks and reports, and webinars and conferences. These referrals drive traffic and participation in a wide variety of Extension outreach beyond what may be available in a local county.

DON’T download pdfs or copy content to re-post on a local website. This information could be updated at the source, making your local version out of date. Duplicating content hurts search results for users trying to get the most up-to-date information.

Scenario

County website coordinator sees a post that explains how to cook a Thanksgiving turkey. Coordinator knows that such information is not local to their county and that there is no corresponding state information to verify this post. They remove the post.

Scenario

Review of a county website uncovers a guide published several years ago on how to compost that includes a local listing of composting sites and resources. The educational component of the guide is not specific to that county. Reviewer changes that content to refer to a Horticulture Program page on how to compost. Reviewer also checks and updates local links to ensure they still work and are accurate.

Ensuring sites do not host third-party content

Content on county sites should not host materials for third-party or outside organizations. Master Gardener and Home & Community Education (HCE) groups are separate, distinct entities from Extension and their resources such as minutes and flyers should not be posted to Extension sites. We can refer to and link to a group’s external site but should not host content for those groups or individual 4-H clubs. There is an exemption for county-wide 4-H groups that are chartered under Extension, such as 4-H Leaders Associations or 4-H Livestock Committees; content for those can be hosted given the charter relationship with Extension.

DO direct a local HCE to the HCE state association website for their content hosting and add a link to that organization’s site on the Extension site. DON’T create a library of resources including minutes, agendas, and newsletters for a non-Extension group such as HCEs to create a situation in which Extension is responsible for a third-party organization’s content.

DO create content for a local 4-H leaders association so 4-H clubs and members can see what decisions and actions their local leadership has taken. DON’T host content such as minutes, agendas, and newsletters for an individual club which is not relevant to most local 4-H members.

Scenario

County website coordinator is asked to host minutes for a local HCE group. Coordinator knows this is not allowed per Extension’s policy and responds that there is an association for HCEs set up to do this. Coordinator explains that the HCE site is a better fit and would give users a better sense of the HCE mission and community. Coordinator makes a connection with the state HCE association and eventually refers to that content using a link on an Extension county webpage.

Content Accessibility

Content must be accessible per UW–Madison’s Digital Accessibility Policy. Utilize tools such as alt text for images and proper use of headings and link descriptions. These tools make it easier for users to employ screen readers and other accessible technology to engage with our content. Content authors need to: 

● Make links descriptive and meaningful. 
● Provide text descriptions for images. 
● Ensure videos are accessible to those with hearing impairments. 
● Use proper headings for better content navigation. 
● Use proper color contrast. 
● Avoid posting PDFs; use pages and posts instead. If necessary to post a pdf, it must be remediated for digital accessibility. You can learn more about document and web accessibility here: https://it.wisc.edu/learn/make-it-accessible.

Learn more with resources from ODS.

Media Items

Extension websites are not intended or designed to serve as permanent file storage. Media items (files uploaded to Extension websites) that are not actively being used by the website will be periodically deleted without notice. Learn more about document storage and collaboration. If you would like to discuss your specific site/situation, please attend ODS Office Hours or reach out to helpdesk@extension.wisc.edu.

The Office of Communications and Office of Digital Solutions are here to help you navigate this policy.

● For content questions use this form to request support.
● ODS Office Hours Monday-Friday, 9am. (Sessions on Mondays from Nov. 17-Jan. 19 will be staffed with those implementing this website policy.) 
● For technical questions email helpdesk@extension.wisc.edu or attend Office Hours or WordPress Hangouts to request support.