Baptist Style Guide

Headings

h1
For light images, or not hero image, use dark blue and bottom border. For darker images use white.

Find a doctor who will help you with your individual health needs.

Find a doctor who will help you with your individual health needs.

h2

Find a doctor who will help you with your individual health needs.

Find a doctor who will help you with your individual health needs.

h3

Find a doctor who will help you with your individual health needs.

Find a doctor who will help you with your individual health needs.

h4

Find a doctor who will help you with your individual health needs.

Find a doctor who will help you with your individual health needs.

h5
Find a doctor who will help you with your individual health needs.
Find a doctor who will help you with your individual health needs.
h6
Find a doctor who will help you with your individual health needs.
Find a doctor who will help you with your individual health needs.
p
Paragraphs shouldn't go wider than 950px

Lorem ipsum dolor sit amet, consectetur adipisicing elit. At quae distinctio fugit fuga modi iusto, facilis, voluptatem, deserunt laborum hic quasi? Cumque placeat tempore vero blanditiis consequuntur? Iure commodi, accusantium!

Consectetur adipisicing elit. Obcaecati sit adipisci reprehenderit incidunt quae eaque dolor pariatur veniam odio maiores blanditiis at, dolorem harum, sed ex voluptas nihil repellat! Dolor. Lorem ipsum dolor sit amet, consectetur adipisicing elit. At quae distinctio fugit fuga modi iusto, facilis, voluptatem, deserunt laborum hic quasi? Cumque placeat tempore vero blanditiis consequuntur? Iure commodi, accusantium!

Consectetur adipisicing elit. Obcaecati sit adipisci reprehenderit incidunt quae eaque dolor pariatur veniam odio maiores blanditiis at, dolorem harum, sed ex voluptas nihil repellat! Dolor.

Lorem ipsum dolor sit amet, consectetur adipisicing elit...

Colors

Contrast

Text foreground/backgrounc contrast ratio should always be above 4.5. You can use this tool to check color contrast.

Swatches

Links

content area

This is a link

This is a link
left nav

This is a link

This is a link
breadcrumbs

This is a link

This is a link
External links

Tennessee Department of Health

Tennessee Department of Health

Lists

plain list
  • Qualified sign language interpreters
  • Written information in other formats (large print, audio, accessible electronic formats and other formats)
link list
accordion

Use the Accordion component in the Experience Editor. See the test page for an example.

Forms

form fields
With the exception of the submit button, all forms should use the default Bootstrap styling.
Form
submit buttons

Give Now

Give Now

Hero area

rules
Subject should be on the right 50% side of the image. The left 50% should't be too busy to overlay text. If a suitable images can't be found, you can update this PSD to edit with your own image. It will apply a blur and gradient to the left area of the photo.
Hero

Tone of voice

Writing Effective and User-Friendly Content for BaptistOnline.org

These guidelines on writing website content serve as an extension to the current Brand Identity Guide. Please refer to that document for specific rules on references to colleagues, credentials, departments, clinics, hospitals and the Baptist Memorial Health Care brand, as well as editorial guidance on risk management and common formatting errors.

The overall tone of BaptistOnline.org content should be serious and modest, as stated in the Brand Identity Guide. However, “serious” should be interpreted as caring, informative and respectful, but not formal or technical. And a “modest” tone is not only appropriate for health care messaging, but is also smart risk management.

These brand attributes -- modest, informative, respectful -- also support good practices for writing content for BaptistOnline.org. That’s because most people prefer to read web content that is short, easy to scan, and objective -- rather than promotional. This goes for all audiences, as user research has shown that even highly educated experts in any given field prefer content that is easy to scan.1

The following guidelines will help communications professionals carry forward the current voice and style for BaptistOnline.org.

Keep the language informal. Write your messaging with a natural, conversational tone. Here are contrasting examples of formal and informal introductions of health care services, compiled by a user-experience research company:2

“For over four decades, ABC Health has met the health care needs of the local community. Juxtaposed with clinical excellence and cutting-edge research, ABC takes pride in innovative treatments.”

“At XYZ Healthcare, we don’t just treat diseases, we treat individuals. We put our patients’ priorities at the center of our care.”

1 Loranger, Hoa; Meyer, Kate. Writing Digital Copy for Domain Experts. Nielsen Norman Group website. 2017.05.23. https://www.nngroup.com/articles/writing-domain-experts/

2 Meyer, Kate. The Impact of Tone of Voice on Users' Brand Perception. Nielsen Norman Group website 2017.08.07 (the article used different fictional names for the hospitals) https://www.nngroup.com/articles/tone-voice-users/

Both examples are serious and respectful, but “ABC” takes a formal and matter-of-fact tone while “XYZ” is casual and enthusiastic. The tone of the BaptistOnline.org voice falls between these two, leaning closer to XYZ.

Where BaptistOnline.org content differs from both examples is in the priority given to useful information. Our online visitors are not looking for advertising slogans, or claims of commitment or excellence. They are looking for facts about our health care services.

Each page on the site starts with its most important fact. Place that fact in the headline, if appropriate. If the site visitor backs out of the page (most do, after three seconds) then they will still have learned the most important message on the page. This approach will also help to front-load that information into search results, speeding the visitor’s path to the right information.

Shorten. The best web writing comes from the DELETE key. If you are copying text from a printed publication or video script, delete at least half of the text. Repetition is important for reinforcing points in seminars, podcasts, and videos, but disastrous for web content.

Follow the rules of grammar, but don’t confuse grammar with style. Our English teachers graded us on consistency in point-of-view and verb tenses. But website visitors grade us on ease and simplicity -- on text that flows like speech. So loosen up with these style suggestions:

Format your text to be scannable. Elements that promote scanning include headings, large type, bold text, highlighted text, bulleted lists, graphics, captions, topic sentences, and tables of contents.

FAQs...keep them real: Site visitors still like to use these towering lists of A-Z information, especially when they don’t know the right words to use in a search. They only work if they are truly comprised of questions asked frequently by your stakeholders, and not made up for promotional tricks.

This is not WebMD: So far, these guidelines have covered how to write about Baptist Memorial Health Care. Here is one for what to write: Cover the who, what, and where of Baptist services and institutions. Limit “patient education” and “disease awareness” content to the absolute minimum needed to identify the purpose of a medical service. This practice will keep web content focused on the Baptist mission and it can significantly shorten content review/approval timelines.

Specific Styles

Location Header Area Intro (Desktop)
Hero

Sitecore style name
The location-intro style class has been added to the Baptistonline styles for the Rich-Text/Rich-Text Reusable component. The style can be added via the presentation details or by clicking the "styles" icon in the component's ribbon in the Experience Editor, finding the style in the list, and marking the checkbox next to the style name.

.location-Intro > p class styles:


  @media (min-width: 767px){
    #content .location-intro p {
        font-size: 1.5rem;
        line-height: 1.8;
        margin-bottom: 1rem;
    }
  }

          

Computed Styles:


  border-bottom-color: rgb(74, 74, 74);
  border-bottom-style: none;
  border-bottom-width: 0px;
  border-image-outset: 0;
  border-image-repeat: stretch;
  border-image-slice: 100%;
  border-image-source: none;
  border-image-width: 1;
  border-left-color: rgb(74, 74, 74);
  border-left-style: none;
  border-left-width: 0px;
  border-right-color: rgb(74, 74, 74);
  border-right-style: none;
  border-right-width: 0px;
  border-top-color: rgb(74, 74, 74);
  border-top-style: none;
  border-top-width: 0px;
  box-sizing: border-box;
  color: rgb(74, 74, 74);
  display :block;
  float: left;
  font-family: Georgia, serif;
  font-size: 12px;
  font-style: normal;
  font-weight: 400;
  height: 411px;
  line-height: 18px;
  margin-bottom: 0px;
  margin-left: 0px;
  margin-right: 0px;
  margin-top: 0px;
  max-width: 1600px;
  min-height: 1px;
  outline-color: rgb(74, 74, 74);
  outline-style: none;
  outline-width: 0px;
  padding-bottom: 0px;
  padding-left: 15px;
  padding-right: 15px;
  padding-top: 0px;
  position: relative;
  text-size-adjust: 100%;
  vertical-align: baseline;
  width: 1468px;
  -webkit-font-smoothing: antialiased;
  -webkit-tap-highlight-c: -webkit-tap-highlight-color:rgba(0, 0, 0, 0);