Digital content style guide
Getting started with new content for uhc.com? Refreshing or updating existing content? Either way, you've come to the right place. Here, you'll find help to guide best practices and stay in step with the tone, style and strategy for the UnitedHealthcare brand on uhc.com.
Let's start with content strategy
Content for uhc.com is crafted with this primary goal: to make uhc.com the premier website for all UnitedHealthcare audiences.
To accomplish this, we lead content strategy that:
- Has an enterprise-wide approach
- Guides disparate audiences to their desired destination or action
- Educates consumers
- Helps generate leads for all business lines
- Is user-centered
This is our focus as we create, guide and lead content strategy. It's where every story for every bit of content on uhc.com begins.
Basics for writing and delivering content
A few details to know as you get started.
- Deliver content in word files, word tables or in a layout (pdf) that allows text to be extracted from the pdf
- Follow the brand guidelines for voice and tone
- Find approved definitions by referencing the Just Plain Clear® Glossary
What to know about health literacy requirements
Creating content that's easy to read and understandable is a top priority. Checking reading level helps assure that writing meets the health literacy requirements followed by each UnitedHealthcare line of business.
| Community & State | 4th grade reading level |
| Employer & Individual | 6 to 8th grade reading level |
| Medicare & Retirement | 6 to 8th grade reading level |
How to measure reading level
Writer.com is a health literacy tool that can help you measure and understand the reading level of your content. It can also help guide you on how to make changes to your writing to meet your reading level goal. Writer reviews your content and makes suggestions based on UnitedHealthcare or Optum writing style guidelines and health literacy best practices.
Writer focuses on:
- Flesch-Kincaid reading grade level
- Clarity
- Voice and tone
- Spelling and grammar
- Formatting
- Brand dictionary
- Inclusivity and sensitivity
- Plagiarism detection
Content and accessibility
If you're writing content for uhc.com, it's important to assure content meets accessibility standards. If you have questions about accessibility, connect with the uhc.com team.
Related content
Questions?
Contact the UHC.com digital content team.
Stacy Bloom, Director of Content Strategy
Anne Dunning, Assoc. Director of Content Strategy and Copywriting
Shiloh Garner, Content Manager
Ronya Hassan, SEO Manager
Clark Strasburg, Content Author
