Webpages should be clear, brief and easy for users to scan. Essentially the opposite of typical "academic" writing.
Below are some do's and don'ts when editing college webpages. Let me know if there is something I should add. Also reference University Relations and Marketing's Editorial Style. It is a great collection of which words to capitalize, all the proper forms of Alumni and everything anyone would want to know about punctuation... and soooooo much more.
Use H3. Webpages should be written to easily scan to the content a user is looking for. Headings help with this. Headings also help with search.
While you can use H4 for any sub-headings under H3 - and the best practice is to use them - I've not found them to be super helpful visually. Might as well just use bolded text. I've used H4 for each of these sub-headings (H3, H4, Font-size). It's also hard to tell in the edit view to differentiate H4 from regular text.
Do not use H3 just to have a larger font size. While there are ways using inline CSS styles to make some text larger... please avoid doing so. Users can increase/decrease the font size on their devices if need be.
Try to avoid bolding words - and especially whole sentences and phrases. The more things are bolded - the less anything in particular stands out. If a sentence needs to stand out - place it on its own line. There are other ways to draw attention to it. If your writing is clear and efficient - there shouldn't be a need to bold anything.
Never use a url in your content. This isn't print.
Use this: For more information see OSU's Web Accessibility page on descriptive links.
Never this: For more information see http://oregonstate.edu/accessibility/descriptivelinks
Avoid using the words "click here". "click" is already implied by being a link. You shouldn't need to tell someone how to click a link and people on mobile devices don't "click".
Avoid using the word "here" to designate a link. Links should be descriptive of where they go.
Users assume a link goes to another webpage. If it doesn't, you should let them know. I mostly see this for PDF files. Simply add the filetype after the link.
Reduce the redundancy of contact info.
Ideally just link to the person's profile page. All contact info is located there.
Side note. It's really obvious Alan.Calvert@oregonstate.edu is an email address. Please don't label it in a contact form like in the following:
Coordinator of Web and Social Media
It's similar to bolding. I've found that people that use exclamation points usually use them on every sentence. Don't yell at your audience. It's up to them to be excited by your words, not your punctuation.