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Audience section construction: first and second level

Published Date
Author Lisa Smith

Audience sections consist of these top-level pages, which appear in the sub-navigation: 

  • Overview page (Introduction)
  • What we do (our services). 
  • Who we serve (our markets)`
  • Our insights (thought leadership)
  • Our team (our people)
  • Contact us

Formatting the Overview page 

Use the Overview page type. The page sections match the audience site sub-navigation.

The hero 

  • Hero image
  • Hero title – The name of your audience site. About 40 characters
  • Hero subtitle – Populates the blue block in the hero. About 25 words or less
  • Page intro/body – About 50 words or less

What we do (WWD) and Who we serve (WWS) sections 

  • Use the Card Link Group with no images for each of these sections on the Overview page.
  • Intro areas – Focus on benefits to the reader and get specific about your markets. About 50 words or less
  • Cards – must match your audience section architecture. Keep all of your cards to a similar length:
    • Card titles - About 8 words / 50 characters or less
    • Card subtitles - About 20 words / 110 characters or less

Our Insights section 

  • Intro area: About 25 words or less  
  • Add a related content component and select filter options. 

Our team section

  • A brief description of the people behind your solutions - about 25 words or less. 
  • Add a Related People component and select filter options. 

CTAs

With form

  • Title: less than 8 words / 40 characters. 
  • Subtitle: Less than 12 words / 75 characters

Without form

  • Title: less than 8 words / 40 characters. 
  • Subtitle: Less than 20 words / 110 characters

Formatting the What we do and Who we serve pages

These are top level pages that display our services and markets. Use the Overview page type. Ensure the WWDs and WWSs match the audience section architecture and taxonomy spreadsheet, and the cards on your section’s overview page. 

The hero area

  • Hero image -  large
  • Hero title – “What we do” or “Who we serve”
  • Hero subtitle –  Populate the blue block in the hero. About 25 words or less
  • Page intro/body – About 50 words or less

Cards area

  • Intro area – Focus on benefits to the reader and get specific about your markets. About 50 words or less
  • Cards – must match your audience section architecture and overview page cards. Keep all of your cards to a similar length:
    • Card titles - About 8 words / 50 characters or less
    • Card subtitles - About 20 words / 110 characters or less

CTAs

With form

  • Title: less than 8 words / 40 characters. 
  • Subtitle: Less than 12 words / 75 characters

Without form

  • Title: less than 8 words / 40 characters. 
  • Subtitle: Less than 20 words / 110 characters

Meta description 

  • Include a meta on these pages. Differentiate it from the overview page meta. See our blog post, “SEO basics: How to write a meta description.
  • 160 characters. Description of page topic, heavy on search keywords, followed by brief call to action, such as “learn more about…” “See how we…”

Formatting subpages under What we do and Who we serve

These pages address individual WWDs and WWSs. Use the Overview page type.

The hero area

  • Large hero image
  • Hero title – About 40 characters.
  • Hero subtitle –  About 25 words or less
  • Page intro font – About 50 words or less
  • Use the full range of flexible content and CTAs. Follow best practices and brand guidelines on "skim, scan, read." Use headings, and write with easy to skim, natural, readable language. If you find yourself repeating a concept on multiple pages, or linking to another page more than once throughout your second level pages, consider using a CTA for that concept or link. 

CTAs

With form

  • Title: less than 8 words / 40 characters. 
  • Subtitle: Less than 12 words / 75 characters

Without form

  • Title: less than 8 words / 40 characters. 
  • Subtitle: Less than 20 words / 110 characters

Meta description 

  • Meta is optional on these pages. Use them with SEO in mind. If you are addressing a highly searched topic, consider crafting a well-written meta. See our blog post, “SEO basics: How to write a meta description.”
  • 160 characters. Description of page topic, heavy on search keywords, followed by brief call to action, such as “learn more about…” “See how we…”