Digital copy

When preparing copy for a web page, reference the following:

• Metadata — Optimize content for find-ability, usability and accessibility
  
• Optum Brand Center
• Digital Editorial Review Guide (PDF - 171 KB) — an overview of best practices and rules for web copy and SEO
  
• Web Content Accessibility Guidelines — to help to ensure content can be easily used by everyone

Best practices for digital copy

Digital copy should be concise and structured for online scanning behaviors. Keep the following best practices in mind when preparing copy.

• Present the most important content on the top and the least at the end.
  
• Use meaningful headings and subheadings to break up content.
• Keep headings short, focused and descriptive without telling the whole story.
• Break content up into digestible bits that are more easily consumed as needed.
  
• Sometimes the best way to present information is in a bulleted list. Bulleted lists attract attention, support scanning, shorten text, and reveal the relationship of items.
• Optimize the content to be search-friendly by including keywords in the headings and body copy.