This styleguide repeats much what has already been covered in the section on Writing articles and its various sub-pages. However, there are unique sections here, and in any case it may still be useful to you as a quick reminder and checklist. Please use with caution, and review the more complete pages if in doubt.


  • Make sure headlines include geographical names and/or product names whenever possible, except when doing so will significantly decrease readability.

More information:
Writing articles – Headline and intro texts

Into texts

  • Intro texts should not exceed (and be as close to as possible) 150 characters (including spaces). Try to use keywords that are specific for the place or theme.
  • Make sure the intro text works with the picture as a preview.
  • Avoid using parenthesis, colons, question marks, hyphens, etc in into texts.

More information:
Writing articles – Headline and intro texts


  • Links should be relevant to the end user, and placed logically within the text to reflect the reader’s context.
  • ”Write on the left link to the right”. This means that the link should be placed towards, or at the end of a sentence or paragraph.
  • A link text should be either descriptive, or a URL. If the link is a URL «www» must not be included in the link.
  • A link should be longer than a single word. It can be a phrase or a place name and a call to action. Longer links can be 7-9 words.
  • “Click here» and similar calls to action should be avoided. However «Click here» can be used when it is part of a sentence, and where where the whole sentence is a link: «Click here to find 10 places to stay in Oslo.»
  • Links must be unique on the same page or article. This means that neither link text or link address may be repeated on the same page.

More information:
Writing articles – Links and link texts


  • Make sure that the article’s URL is concrete and descriptive.
  • If the autogenerated URL is too long and the article is desked under a destination page or and activity page, that destination or activity does not need to be part of the URL and can be edited away, as long as it remains in the path.


  • Divide the text into smaller chunks that are easier to read than a big block of text.
  • Use paragraph headers to increase redability.
  • Use lists, quotes or images/graphics to break up the text.
  • If you use images in the text field, do not end the article with an image. Always end the article with a text paragraph.

More information:
Writing articles – Readability


  • Captions should not describe or refer to what one can see in the picture, but should provide additional info, and thus add value.
  • For SEO-purposes, include an activity or a relevant geographical name when possible.
  • Vary captions within an article. This is also true for slideshows.

More information:
Writing articles – Captions