Cascade Checklist | Marketing Office | UNB

Cascade checklist

Before you publish your page, make sure you've checked these.

Is your text approachable and easy to read?

  • Use the active voice with strong verbs.
  • Use conversational (not formal) writing
  • Use pronouns: The reader is “you,” the university or faculty/unit is “we.”

Did you include a meta description?

All pages need a meta description, a short summary of the page that is shown in search engines and when pages are shared on social media. In Cascade CMS, this is the Description field.

  • Keep it short — about 155 characters is ideal. Use a character counting tool or Microsoft Word to check.
  • Make it actionable — use the active voice and invite your visitors to "learn" or "find" or "discover" your page content.
  • Summarize your page — help visitors know what to expect when they click to view your page. Remember, you're competing against the rest of the Internet. 

Have you capitalized headings and your page title correctly?

Ensure your page headings and title follow the university's style for capitalization on the web. 

  • Your page's Display Name and Title should both be title case (e.g., "Student Support" or  "Application Guidelines")
  • All headings (H1, H2, H3) should be in sentence case (e.g., "Student support at UNB" or  "Application guidelines for students").

Is your text content "chunked"?

Make your page easy to scan by breaking it into manageable sections. Be brief: Use short sentences and short paragraphs (1-4 sentences)

Time and date formatting

Check that you're formatting times and dates correctly.

Links open in correct tab (internal/external)

  • Internal links (to anything on should open in the same tab
  • External links ( opens in a new tab

Links are descriptive and unique

Your hyperlinks should describe the page or content that’s being linked to — never use "click here" as link text. Make the link text meaningful and explicit; it should be able to stand alone and be understandable.