Website resources


Web Governance

The UW Bothell website is a critical tool and the front door of the University’s online presence. It is important that as a campus community we maintain and all its sub-sites according to best practices and at the highest quality possible.

To that end, this page outlines the management and governance of the UW Bothell web environment. Web governance refers to people, policies, procedures, standards, and guidelines that govern the creation and maintenance of our official website.

Note: This is a working document and is subject to change to meet the evolving needs of the University. 


The main sections of this page include the executive summary, the UW Bothell Service Level Agreement, content management system policies, and social media best practices.

Executive summary

The website, (also bothell.washington edu) is the sole property of the UW Bothell; while certain faculty and staff will have access to edit certain portions of the site, create new content, and remove old content, the site and all its sub-sites remain the property of the University.

The website provides a platform to showcase the university’s best qualities and project a positive image to the entire world. It is a strategic asset that carries enormous influence and provides global access to all aspects of the university. With more than 200 hundred web editors managing portions of the site, guidelines that encourage clarity, accuracy, and consistency are essential to protecting the University’s online image. This document aims to cover all areas of web governance.  

The UW Bothell’s Office of Marketing & Communications has access to all areas of the UW Bothell website and to ensure quality control, will edit/alter content as needed for clarity, grammar, spelling, usage, style and accessibility, as well as to conform with university naming conventions and branding. The University reserves the right to revise or delete content that does not meet acceptable use guidelines or the standards outlined in this policy.

Website Use

It is our policy that all academic programs and departments must have their primary websites on the UW Bothell website ( This is best practice both in terms of marketing and branding but also provides the best experience for the end-user.  There are several considerations to suport this policy.

  • To market the university and our programs effectively on the web, we must provide a consistent, predictable experience.  
  • It's important that users be able to find our programs using search engines. Those results suffer when there are duplicate, competing websites. 
  •  We have state and federal mandates to provide an accessible experience for online users.  We can’t control     websites not included in our domain.

Units that have specialized needs will be considered on a case-by-case basis.


UW Bothell Service Level Agreement

The marcomm team provides support for users of Kentico on campus. General questions about Kentico should be sent to Users should allow 24 hours for an initial response.

The marcomm team is able to provide some services to faculty and staff depending on workload and institutional priorities.  Services that can be provided by the web team include:

  • User testing
  • Information architecture
  • Site review/redesign
  • SEO analysis
  • Calendar (Trumba) support
  • User support (routine requests)
  • Training on Kentico

Web Requests 

Support for Kentico projects is subject to approval by the Office of Marketing & Communications. Projects are evaluated on a case-by-case basis. The projects selected for development are those that serve the largest number of users and align with University goals. 

Examples of a large project include:

  • website redesign
  • creation of a new top-level directory
  • creation of a new Trumba calendar
  • Consultations
    • page reorganization or information architecture review
    • Search engine optimization 
    • User-centered design 
    • Accessibility
    • Branding
    • Analytics
    • Content strategy

Requests for website help should be sent via our electronic form. Depending on the scope of the project, please allow one to five months for completion. 

Services request

Marketing & Communications is the product manager for the University of Washington Bothell website. Requests should be made to for review.

Specific services provided by the team include:

  • Search engine optimization
  • User-centered design
  • Information architecture, including URL naming conventions
  • Publisher roles/rights
  • Responsive design
  • Privacy considerations (including FERPA/HIPAA compliance/General Data Protection Regulation – GDPR, protection of personally identifiable information)
  • Accessibility
  • Branding
  • Marketing
  • Analytics
  • Content strategy
  • Evaluation of third-party web applications
  • Campus calendar (Trumba)
  • User interface

Additional tools:

The Office of Marketing & Communications has governance for other key digital tools, including:

  • Marketo
  • Social media platforms
  • Chancellor’s mailing list
  • UWB Advisory
  • Emergency notification tools, including UW Alert, AlertUs and Flash Alert
  • Trumba (campus calendar)

IT Responsibilities

The UW Bothell website is a joint venture between the Office of Marketing & Communications and the Enterprise Services Delivery Team (ESDT) in Information Technology.   

Responsibilities of the Enterprise Services Delivery Team are:

  • Provide sustaining support for in a break-fix model system
  • Software development
  • Requirements gathering
  • Specifications documentation
  • Help and training 
  • Performance measurements 
  • Technical consultation

Content Management System Policies

All content will be created and published to the UW Bothell website running Kentico CMS, which is the content management system of the University. No other software product may be used within UW Bothell’s approved CMS and its build architecture. Additional sites, upon approval, may be linked to when appropriate. 



IT staff and the campus UX/web designer will have global access to the website. Members of the Marketing & Communications team will have elevated permissions as needed.

The web team may revoke permission at any time if an editor or publisher persists in adding content that is inaccessible, presents security and privacy concerns or is inconsistent with University editorial guidelines.

Permissions for content editors have three roles: Primary publisher, publisher and editor.

Primary Publisher

The primary web publisher may designate individuals who have the ability to publish content on a web page. Each top-level directory will have one primary web publisher, who may designate a backup in situations when they are out of the office. This person is responsible for maintenance of the page and for supervision of all publishers and editors who work on the page. Primary web publisher are responsible for: 

  • Following best practices in SEO
  • Approving editor and publishers’ permissions
  • Having knowledge of content accessibility and branding best practices
  • Site Improve - quality assurance report review
  • Analytics: request and reviews


A publisher may add and publish content to pages within directories for which they have been given permission. A publisher can create, change, publish, archive, and delete pages from the website without needing approval from anyone.  Student workers cannot hold the role of publisher.


The editor can make changes to a webpage but not publish. Publishers are notified by an editor when edits are ready for review and publishing.


Only editors who have been formally trained will be given access to Kentico, which is the university’s content management system.  Primary publishers may request training for new users with trainer following the process to request access. The UW Bothell web support specialist will provide in-person training sessions on how to edit the site; it is the trainee’s responsibility to absorb the material, to practice what they learn in these sessions, and to utilize the training and style documents that are provided. Training will be provided upon request on tools not covered during this initial training.

Publisher training is available for content editors who need to publish changes and do high level work on the unit's website. This training will include instruction on proper use of <div> tags, accessibility and branding considerations, management of website content usability, and more. Additional training will be made available to advanced users based on their needs.

Accessibility training is held every year along with other accessibility related topics for content editors and the campus community, held by the Accessibility Committee (formerly UDAL) in May to honor Global Accessibility Awareness Day. 

Written Content/Messaging/Branding

The university’s new site embraces a writing style that engages our readers in a conversation. Web visitors are task oriented – they skim and scan, getting just enough information to get to their next destination. Subheadings and bulleted and numbered lists are tools to help us achieve these goals.

Content guidelines

1. The UW Bothell website is the primary marketing and EXTERNAL communications tool for the University. It is not an intranet and should not be used for internal documents. Use SharePoint or Google Drive for internal documents.

2. The main audience for is prospective students and current students
•    All content that is not student-centered should be carefully evaluated to determine if it’s appropriate for a public-facing website.

3. Content on the website must be "digital-first." Review all content on a mobile device to be sure it can be used easily.

Information architecture

Top-level directories (i.e. “”) will be created by te Office of Marketing & Communications, which has reserved a list of URL (uniform resource locator) names for future institutional needs. Email to request a new URL. The naming of a new URL is based on best practices around search engine optimization, information architecture and UW Bothell content strategy.

Brand compliance

To convey a clear and consistent message, it is critical for all parts of the site to use the University’s official visual identifiers (logos) and the University naming conventions and style outlined in our brand guidelines on UW Bothell follows the University of Washington style guide and the Associated Press style guide. 

Visual Content

All images and videos used on the UW Bothell website must be accessible. This includes photographs (must include alt tags) but also illustrations, slides and PDFs.  See our guide to best practices for images HERE.

Photography that meets a high professional standard plays a critical role in creating a positive image of UW Bothell. The photos used on the website should inspire prospective students and faculty and make a connection with the people and activities depicted and they should make alumni feel proud of their connection with UW Bothell. Because diversity is a core value at UW Bothell, it is important to show a range of genders, ethnic backgrounds, races, ages, etc. in our pictures. Alt tags must be used with all images. 

Privacy considerations

Photos used on the UW Bothell website must be the property of the University. This means it is a stock photo that the University gains access through via a paid subscription or it is photography taken by a University photographer.  Photos that feature images of any person must have a signed talent release.​


The Office of Marketing & Communications provides a photo library via SmugMug for use by campus communicators.  Images on the UW Bothell SmugMug site are licensed for use and persons featured in the photos have signed talent releases.  Download the talent release form or learn more about marketing and communications.

If you have been given access to SmugMug, go to the site and login with the password. Our site is To request the password, email


Videos are an important component of telling the UW Bothell story, and like other materials that tell our stories they should adhere to university brand standards and be consistent in style, tone, and message. For information on graphics and fonts that should be used in videos posted on the website, refer to 
All videos posted on must be ADA compliant. All videos that appear on the UW Bothell website must be captioned. This applies to videos produced through the university’s Video Production Center, and independently-produced videos. 

Third-party applications

All units should contact the IT Enterprise Services Delivery Team prior to the purchase of third-party applications to ensure the applications follow UW Bothell branding, privacy and accessibility standards. Applications that do not meet UW Bothell standards will be removed from the website.


Google Analytics has been embedded in all site pages, so departments wanting to track page views do not need to embed codes on their own. If you add your own code, that code will not show up in search results on and it will negatively affect the code already in place because it will fight it.  The extra code will also take place of more important information to a web visitor. Departments that wish to utilize analytics data should request an account for their own access and reporting needs. IT will produce monthly statistics to be included in reports to the Office of the Provost per existing criteria.

Social media

Social media platforms enjoy a wide reach and are subject to review by the Office of Marketing & Comunications. All social media platforms that operate under the auspice of UW Bothell must comply with University of Washington social media guidelines.

Those who operate social media platforms on behalf of UW Bothell must comply with the social media guidelines of the University of Washington. 

Best practices for social media

  • Follow the University’s brand guidelines.
  • Incorporate the University’s Web colors: #39275B for purple and  #C79900 for gold.
  • Adhere to the UW Privacy Policy.
  • Adhere to the terms of use of the social network you’re using. (For Facebook, those are here:
  • Respect copyright, fair use and financial disclosure laws.
  • Don’t pick fights.
  • Correct your own mistakes.
  • Verify information before you post it.
  • Make sure your links work.
  • Make sure you’re creating dialog, not just pushing content. Give your fans something to respond to or act on.
  • Thank people for input and feedback, including negative feedback.
  • Be human, even when you’re interacting as an entity rather than as an individual.
  • Be relevant and timely and add value! That means being aware of conversations that are already going on without you.

Employee social media resources

The number of reach social media tools available today can be overwhelming.  Fortunately, our colleagues in the University of Washington (Seattle) Office of Marketing have put together some "best practice" guidelines for some of the most-used social media tools. 



The Office of Marketing & Comunications provides a photo library via SmugMug for use by campus communicators. Images on the UW Bothell SmugMug site are licensed for use and persons featured in the photos have signed talent releases.  Download the talent release form or learn more about marketing and communications.

If you have been given access to SmugMug, go to the site and login with the password. Our site is To request the password, email