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.

Creative content and other assets

  • Banner image
    Horizontal image spanning the top of the page. Landing pages may receive a hero banner component (that may have text overlay). Content pages will only receive a horizontal image with no text.

  • Icons
    Use sparingly and only with design approval. 

  • PDFs
    Name PDFs with the title first and date second. Limit character count for PDF titles to 55-60 characters if possible. All PDFs must be accessible and on-brand. If the PDF is not accessible, email PDFally@optum.com for remediation.

  • Videos
    Must be accessible, which means it needs closed captioning (via a .vtt file) and a transcript. 

Learn more about making PDFs and videos accessible

Design Pattern Library for uhc.com

If you'd like to learn more about design requirements, you can view the Design Pattern Library (DPL) for in-depth guidance on how design elements are used on uhc.com. 

Learn more about design assets for uhc.com
Learn how to save images for uhc.com (pdf)

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