University of Wisconsin–Madison

Choosing the Best Format for Digital Content

A decision tree on a computer screen.

Whenever possible, it’s best to prioritize placing content in an HTML web page rather than uploading documents.

Linked Documents

All linked documents — including PDFs, Word files, PowerPoint presentations, and Excel spreadsheets — must be tested for digital accessibility before posting to any university web property.

  • PDFs should be used only when printing is the primary goal and a fixed layout is essential. Common issues with PDFs include:
    • Difficult to make fully accessible
    • Hard to read on mobile devices
    • Updated less frequently, leaving outdated versions online
    • Do not inherit the website’s navigation or template, reducing context and usability
  • Original files should be used instead of PDFs if the intended audience has the software to open the file (e.g., Word, PPT, Excel).

Decision Tree: Should I upload a document?

Go through these questions sequentially to help determine the most accessible and user-friendly format for your content.

  1. Is the document required for legal, accreditation or compliance purposes and formatted using a prescribed template?
    • Yes – Ensure accessibility and upload the document; remove old versions of the same file
    • No – Consider adding content to a web page; next question
  2. Is the content primarily text?
    • Yes – Add content to a web page
    • No – Next question
  3. Do you expect users to print the file?
    • Yes – Ensure accessibility and upload the document; remove old versions
    • No – Next question
  4. Does the document duplicate information already available on the website?
    • Yes – Avoid duplicating content — it creates confusion for users and search engines
    • No – Next question
  5. Could the content be easily recreated directly on a web page?
    • Yes – Create a web page for the content; it’s more accessible and user-friendly
    • No – Next question
  6. Is the content updated frequently?
    • Yes – Post to a web page, which is easier to update and maintain as one file
    • No – Next question
  7. Has the document been checked for accessibility, and have all issues been remediated?
    • Yes – Upload the document
    • No – Test and fix accessibility issues before posting; if remediation isn’t possible, consider posting as a web page

Examples of When Web Content is the Best Choice for Users

  • Event flyers and programs are designed to be printed. Listing event details directly on a web page is easier for people to read and search, and flyer images are typically decorative. Most flyers distributed in web content aren’t meant to be printed and should not be posted as PDFs.
  • FAQs often repeat information that already exists elsewhere, leading to inconsistencies. Conversely, FAQs shouldn’t be the only place where information exists. Incorporate the information from FAQs directly into the relevant web page to keep like content together and reduce the risk of outdated or conflicting information.
  • Policies and procedures often evolve. A web page ensures the most up‑to‑date version is always available. PDFs can linger in search results or be downloaded and shared long after they’re outdated.
  • Journal articles are usually protected by copyright and can’t be reposted without permission. Instead, link to the official journal. If both a web page version and a PDF exist on the journal website, linking to the web page is the more accessible and user-friendly choice.

Accessibility Testing

If the decision tree leads you to upload the document, you are responsible for ensuring the file meets all ADA accessibility standards. Get started with these helpful resources:

Other Resources