The Lewis & Clark website (run through our content management system (CMS), called LiveWhale) is a powerful communication tool.



Use heading formats to organize your pages and help readers scan the content. To prevent confusion, please apply these formats judiciously and maintain our recommended hierarchy:

Header 2 should be used for the main section headers on your page.

Header 3 should be used for subsections on your page.

Header 4 is the smallest header style and works like bold.

Header 5 is the smallest header style and works like italic.

Paragraph should be used for all regular text on your page.

Note: Header 1 is the size at which “Lewis & Clark” appears in the orange header at the top of the page. Header 2 is the size of the group/department name. Header 3 is page name… Both are not available for use on most pages.


  • Alignment. Do not center your text. Left-justified text is much easier to read on a screen.
  • Colors. To ensure consistent readability across our site, it is important that you not apply color to any text. If you’re looking for ways to add emphasis, please consider [the options suggested here] or contact New Media for advice.
  • Font styles. Avoid underlining text because readers may confuse it with links. Never write in all caps on the web (or you’ll be accused of YELLING!). Avoid applying the Bold or Italic styles to large sections of text because while effective in small doses, those styles can quickly become overwhelming.


  • It is not necessary to underline links. A special style is automatically applied to links that makes them easy to spot without needing any additional styling.
  • Link nouns, not verbs. This helps visitors quickly understand a link’s destination. (Ex: “Schedule a campus visit.” not Schedule a campus visit.”)
  • When working on the web, include hyperlinks rather than pasting in the URL. (Ex: “Complete our online application.” not “Apply to Lewis & Clark:”)
  • Avoid using “click here” or “link” in text. Instead just link to the thing itself. (Ex: “Submit your application.” not Click here to apply.”)
  • When linking to a file or document, include a reference to the file type. This helps site visitors understand what they are clicking. Also, the files should be stored within your LiveWhale group, where you can easily update the file without breaking the link on your site. (Ex: “Download the registration form (PDF).”)


  • Upload the largest available version of your image. LiveWhale will downsize it for the web and allow you to set the thumbnail version of the photo in your page, news story, and so on.
  • If you need new or different images for your web project, please refer to our Visual Identity Guide or get in touch with PubCom! We maintain an image media bank and digital image library, and we’re happy to discuss your image needs.
  • Always add a caption to your image so screen readers can pick it up as alternative text for people with vision impairments.
  • MM add bullet about stock images/usage rights.
  • MM add bullet about Canva for web-friendly graphic creation.


Because of the standardized templates throughout the Lewis & Clark website, the logo is almost never necessary in the creation of pages. If you have questions about how or where Lewis & Clark uses these symbols, please refer to our Visual Identity Guide [link].


Link to LW example page and reach out to New Media for integrating into your page.


Morgan Stone Grether can set up a personalized Google Analytics report for your department or office web pages. Michael Mannheimer can help assist you with any social media analytics.

Usage Rights

Images are protected by copyright, which means you can’t automatically use a photo that you’ve found in your digital and print materials. Don’t post images (on your web pages, via email, through social media, on brochures, etc.) unless you’ve gotten proper licensing for use. Lewis & Clark is liable under the Copyright Act and must pay for every instance of unauthorized use of images.

If you need help finding an image or would like to know if the image you’ve found is okay to use, please contact PubCom.