Content checklist

Use this checklist to review page elements and style as you're creating or authoring content on uhc.com. 

Page properties

  • URL path
    Keep it short. Use hyphens between words to help separate for SEO. (Exception: Vanity URLs can be condensed to no hyphens.) 

  • Page title
    Tab label in top of browser. Must closely match the headline (H1) for accessibility.  Length should be no longer than 55 characters. System automatically will add “| UnitedHealthcare” to the end.

  • Page description
    This is the copy that displays in Google's search results. Ideal length is no longer than 156 characters including spaces.

Main page content

  • H1 Headline
    Mandatory for every page, for both SEO and accessibility. There can only be one H1 on a page. Should closely resemble the Page Title (the label in the browser's tab) due to accessibility rules. It's also a best practice for the navigation to resemble the H1. 

  • H2 Subheadline
    Can be longer than headline, should include keywords. Using question format may help us get “Quick Answers” in Google.

  • Intro paragraph
    Should be at least 2-3 sentences and should contain primary keywords and related variations. 

  • H3 Section headlines
    These are optional, but may help break apart sections of content. Also, using questions may help with “Quick Answers” when appropriate.

  • Primary CTA
    Typically a blue button or a link that uses an arrow icon. 

  • Additional CTAs
    Preference is to use links (with or without arrow icon, just be consistent). Rarely, there is a secondary button that may be used with design/UX approval.

  • Crosslinks
    These can be referenced components that are replicated on many pages that link to other related products or these may be related links to encourage further engagement. 

  • Left navigation links
    Standard policy is to include children.