Content style

• Headlines should match the page title
• Headlines should match or closely resemble the left navigation title
• Only capitalize the first letter of the first word in the heading, like you would in a sentence 
• Proper nouns and program names are capitalized 

Example: 

• Subheadlines support the headline, provide more detail and should include keywords
• Using a question format may help us appear in the “Quick Answers” results in Google
• Only capitalize the first letter of the first word in the heading, like you would in a sentence 
• Proper nouns and program names are capitalized 

Example: 

• Paragraph copy supports the headings, offers detail on the purpose of the page and should contain primary keywords and related variations
• Use regular sentence case in paragraphs
• Do not use bolding on words within paragraphs 
• Proper nouns and program names are capitalized 
• Add tool tips for words that need definitions
• Add links to programs and tools within the copy as needed

Example: 

Paragraph copy supports the main purpose of the page. Use simple everyday language and short sentences. Good paragraph copy helps users find what they need and directs them to the next step.

• Bullet copy supports headings or calls out specific listed items within paragraph copy
• Use sentence case for bullets
• Do not use periods at the end of bullets that are fragments or one sentence
• Use periods at the end only if bullets include more than one complete sentence 
• Generally, try to avoid bolding words within bulleted lists. At times, bolding can be used in the first word or phrase of a longer bullet. 
• Proper nouns and program names are capitalized 
• Add tool tips for words that need definitions
• Add links to programs and tools within the copy as needed

Example 1: 

• This is the first bullet
• This is the second bullet
• Here's a third bullet

Example 2:

• This is the first bullet. Use periods if there are two complete sentences in one bullet like this. 
• This is the second bullet
• Here's a third bullet

• CTA copy is specific to the action it requests and correlates to the next step users will experience
• Use sentence case for all CTAs
• Do not use periods at the end of CTAs
• Button CTAs are styled with no arrow at the end
• “Learn more” is not specific enough. CTAs need to be more descriptive to meet standards for accessibility. 

Examples: 

• Navigation titles should match or closely resemble the H1
• Only capitalize the first letter of the first word in the heading, like you would in a sentence 
• No period at the end of navigation titles
• Proper nouns and program names are capitalized 

When you have content that includes dates, follow these guidelines. 

Disclaimers are added to the  bottom of the page, below footnotes.

• Disclaimers can be attributed to a particlar fact or area on the page or apply to the page as a whole.
• When a disclaimer is atributed to a fact or area on a page, use numbers to note these correlations — we do not use asterix or symbols
• Be sure that disclaimers are clearly noted in your content document

Footnotes are added to the bottom of the page, above disclaimers.

• Footnotes can be attributed to a particular fact or area on the page or apply to the page as a whole.
• When a footnote is attributed to a fact or area on a page, use numbers to note these correlations - we do not use asterisks or symbols
• Avoid adding footnote numbers to H1 or H2 titles. Instead, place them in paragraph  or bullet text. 
• Be sure that footnotes are clearly noted in your content document

To meet standards for accessibility, we do not use hyphens to show a range. Screen readers cannot read hyphens as ranges. 

 “1-6%” reads as “one six percent.” 

Use alternatives

• 1 to 6%
• 1 to 6 percent

En-dashes 

Use en-dashes in sentences to separate an idea or thought — it's an acceptable way to help set copy apart. Use spaces before and after the en-dash. 

When directing users on how to navigate the site, avoid using the terms, “click”, “click on” or “here”.

Example:

• You can find information about programs included with your plan in member resources > tools and programs. 
• You can find information about programs included with your plan in member resources.

• You can find information about programs included with your plan by clicking member resources, then tools and programs. 
• Click on member resources to find information about programs included with your plan.
• You can find information about programs included with your plan here.

When you have content that includes phone numbers, follow this format.  

• Format all phone numbers as 1-XXX-XXX-XXXX, including both toll and toll-free
• Bold UnitedHealthcare phone numbers and the TTY/TDD number. Example: 1-800-721-0627, TTY 711
• Include the words “toll-free” when giving toll-free numbers in body copy
• Include TTY/TDD information every time you give a phone number
• Format TTY/TDD as 1-XXX-XXX-XXXX, TTY 711
• Do not bold phone numbers for outside entities like Medicare or state insurance agencies
• Do not use a colon between TTY and the number
• Do not bold fax numbers

TTY vs. TDD

• For UnitedHealthcare numbers, use TTY
• In circumstances where a regulator phone number is included, we may use TDD or TTY/TDD
• Only use TDD or TTY/TDD when giving phone numbers outside of UnitedHealthcareInclude TTY after phone numbers.

Capitalize all proper nouns, in all copy. 

Example:

• Names of programs like Virtual Visits are capitalized
• Proper nouns like Minneapolis are always capitalized

Include registration marks ® or trademarks ™ for products or services only in the first instance of use on the page.

Note: Registration marks are not used in headings (H1 through H4). Per legal guidance in September 2020, registration marks may be placed in the first mention of body copy, rather than in headings. 

When you have content that indicates a time of day, follow these guidelines. 

• Use figures except for noon and midnight. Do not put 12 in front of noon or midnight.
• The construction 9 a.m. or 9 p.m. is preferred to 9:00 AM (Note: Indicate minutes unless on the hour)
• Do not use this morning, this afternoon or o’clock with a.m. or p.m.
• Do not use a hyphen to denote time. Use the word: “through” or “to”. For example, 8:30 a.m. to 5:30 p.m. ET
• Always use ET, CT, MT or PT after a clock time if the information involves activities — such as hours of operation — likely to affect people in more than one time zone. The most common time zone used is ET, but another option is using the time zone in which the business or event is located.