Duke Chapel standing over campus building

Category: Web

Building a Website

Sites are complex digital spaces with evolving digital standards and steep learning curves. It takes multiple teams of people to keep sites running securely and smoothly. Accessibility, security, design, and development are areas that most communicators must have a basic understanding of in order to produce an effective digital product.

Building a site at Duke may seem a little daunting, but the guide below can act as a starting point for building secure, accessible, on-brand sites for your organization.

Domains – What is the url?

Internal

  • Third-level domains: (require pproval)
    ex. trinity.duke.edu, publicaffairs.duke.edu
  • Fourth-level domains: labs.trinity.duke.edu, project.chemistry.duke.edu do not require UComms approval and are managed through system administrators

External

Web Accessibility – Who can see it?

Everyone. Everyone should be able to access and experience a public site at Duke. Duke’s Web Accessibility Initiative exists to ensure people with a wide range of abilities have equal access to Duke’s web content. It is the central resource for information, guidelines, and Duke’s official web accessibility guidelines.

Web Security – Is it safe?

Security is CRITICAL. If a site is deemed to be a security risk (through a breach or lack of appropriate security or versioning upgrades) the IT Security Office reserves the right to take a site offline until that site is cleared to be restored.

You should be aware of the following security policies and guidelines:

  • Data Classification Standard. Duke has defined three classes of information: Sensitive, Restricted and Public.
  • Web Governance Policy. Guidance and options for those managing websites at Duke.
  • Acceptable Use. Establish and promote the ethical, legal, and secure use of computing and electronic communications for all members of Duke University and its affiliated entities.

Service Level Agreements – How can I keep it up?

–What does maintenance really mean?

Once a site is launched and past its QA period, sites typically move into a “maintenance” phase. Maintenance can refer to the general updates of the site but the most critical component is the upkeep needed to keep the environment (infrastructure) up to date. It is the responsibility of the site owner (department) to ensure that a maintenance agreement is in place.  Restated: the platform (Drupal/WordPress), as well as the hosting space, require regular attention and updates to keep them from becoming a security risk.

If you’re working with a vendor: Any work being done through a contract organization – internal or external – requires a minimum service-level agreement of 10 hours per year. Due to the changing nature of the web and the need for version and security upgrades on our preferred platforms, site owners need to identify some portion of their budget and calendar for updates and patching. Without this, sites are subject to vulnerability and attacks. Should a security breach occur, the security office may remove the affected site until it can be confirmed as no longer a risk. IT organizations such as OIT and Duke Health Technology Services (DHTS) cannot be held responsible for sites and actions that they did not create nor participate in.

Web Site Development – How do I make it?

Self-Service: Sites@Duke Express

Sites@Duke Express is a WordPress network that offers a robust set of easy-to-use tools, including Duke themes and Duke-specific plugins. The service also provides the option of a custom domain mapped to your site. There is no charge to users.

Advanced Site Building: Sites@Duke Pro

The Sites@Duke Pro platform is a new Drupal-based solution ideal for schools, departments, institutes, centers, labs, initiatives, programs, and more. It offers flexible site-building options with a professional visual design that meets Duke’s accessibility and branding guidelines. There is a low start-up cost and a monthly maintenance fee that covers all infrastructure, support, and rollout of new features and fixes as they become available.

Custom internal – Duke Web Services and other web development groups across campus

Custom websites can be developed using internal and external resources. (See Working with Vendors) After selecting your development group you will also need to coordinate hosting and domains. (see above and below). Any custom work still has an expectation to meet technical and branding requirements.

Working with External Vendors

 

Duke’s in-house resources can’t meet every need, so we partner with vendors locally, nationally, and abroad. These guidelines help streamline the process of working with external partners.

Hosting – Where Does it Live?

Providers within Duke

  • OIT maintains a centralized web hosting environment that provides virtual servers (VMs) to both OIT-supported services as well as applications and services supported by the departments and schools across Duke University. To meet the needs of a majority of OIT’s VM requests and to provide a consistent offering, a set of standard offerings and processes has been created and details can be found at the following links:
  • DHTS 
    • Public Web Sites: Drupal Content Management Platform (Linux, Apache, MySQL and PHP based).
    • Intranet Sites: SharePoint Online (Microsoft 365)  
    • Contact the DHTS web services group for more information.
  • Your school/dept/unit
  • External (requires Web Governance Group approval)
  • External vendors need to host through Duke

Types of Hosting

  • Sites@Duke: free
  • Virtual Machine: custom
    • Compliance with Duke’s security standards
    • Automatic OS updates/upgrade
    • Help with Shib and site set up
    • Backups and monitoring
    • DNS assistance
  • External (requires WGG review): really custom

Web Resources at Duke

Website Best Practices

  • Design responsive and mobile‑first, with progressive enhancement for larger screens.

  • Prioritize accessibility for all users, including high‑resolution devices and assistive tech.

  • Emphasize UX with clean typography and modern web font systems.

  • Deliver clear, structured content – favor depth over click‑bait.

  • Provide real‑time, user‑friendly feedback in forms (auto‑tabbing, inline validation).

  • Optimize for SEO + generative AI by making content concise, trustworthy, and citation‑ready.

Alert Bar

Syndication technology allows for a web bar to appear automatically on websites across the university to highlight emergency news and other alerts. The alert bar accommodates two levels of information. Level 1 alerts, represented by a red bar, will be used for emergencies and will link to the DukeALERT website for additional information. Level 2 alerts, represented by an orange bar, will be used for important messages such as pending severe weather or a gas leak in a building. Download instructions for adding the DukeALERT bar to your website.

Web Fonts

Web fonts enhance design with crisp, scalable rendering. Limit to 2–3 fonts to avoid slow load times, and follow the University’s brand system for approved fonts.

Beyond SEO: Generative Engine Optimization (GEO) and AI Search Visibility

A website has no value if no one can find it. SEO isn’t just about ranking. It’s about making your content discoverable and trustworthy for both search engines and generative AI. With AI-driven overviews and answer engines shaping how people find information, sites must be structured, clear, and citation‑friendly to surface in these new contexts. Optimizing for traditional search and AI ensures your work reaches audiences wherever they look for answers.

Domain Names

Domain names require approval from Duke Communications, Marketing, and Public Affairs. As a general rule, try to stay away from long, cumbersome spellings or ambiguous acronyms. Use fourth level domains if possible to show associations between units and schools.

Domains obtained by third party organization are the responsibility of the purchaser and should not utilize the Duke brand without permission. Read the Duke Domain Request Policy and follow the link at the bottom of the page to complete the request form.

Analytics

Duke’s preferred platform for measuring web site traffic is Google Analytics. If you are unfamiliar with Google analytics or need help getting started, check out Google’s resources.

Accessibility

Duke sites and applications must accommodate a baseline level of accessibility to ensure our content reaches as many people as possible.  Duke aims to meet the Web Content Accessibility Guidelines (WCAG) standards, which are driven by the larger international standards organization for the internet, the W3C. These standards, first published in 2008, are based on 4 key principles: Perceivable, Operable, Understandable and Robust. Within these standards are 3 levels on conformance. A, AA, AAA.

Please visit the Duke Web Accessibility site for more information.

Service Level Agreements

Any work being done through a contract organization – internal or external – requires a minimum service-level agreement of 10 hours per year. Due to the changing nature of the web and the need for version and security upgrades on our preferred platforms, site owners need to identify some portion of their budget and calendar for updates and patching. Without this, sites are subject to vulnerability and attacks. Should a security breach occur, the security office may remove the affected site until it can be confirmed as no longer a risk. IT organizations such as OIT and Duke Health Technology Solutions cannot be held responsible for sites and actions that they did not create nor participate in.

Security

Duke websites present a very viable risk to the university and can provide an avenue of attack against other Duke systems. There is a direct relationship between website compromises and unpatched web environments and associated servers. In an effort to improve the security of all Duke’s websites, the IT Security Office (ITSO), Office of Information Technology (OIT) and Duke Communications, Marketing, and Public Affairs have developed guidance and options for those managing websites at Duke.

Favicons and App Icons

The Garamond “D” makes is a great option to use as the favicon for a website or the home screen icon for your app. Download the full favicon pack or use the icons hosted below.

Powered by WordPress & Theme by Anders Norén