Step 2: User- and search-friendly sections, headings and URLs

Now you have a clear structure, use these naming tips to make sure your web pages are reaching the right people.

Page and section names

  • Make page names as short as possible (maximum 5 words) whilst explaining clearly what the section contains, using keywords your users may be searching for where possible.
  • Ensure that section/page names are not ambiguous for users. A heading such as “staff information” is best avoided as it could be read either as information for staff or information about staff.
  • Keep the language for section headers consistent with the rest of the website.  The table below lists some common examples.
Naming best practice
Page contentRecommendedAvoid
Contact information; address Contact us Contact; Get in touch
General information; history About us About; Introduction
Research information Research Research groups; our research
Information for prospective students Study; Prospective students Courses; New students; Future students
Information for undergraduates Undergraduate Undergraduate information; UG
Information for postgraduates Postgraduate Postgraduate information; PG
Information about staff People Staff
Information for staff For staff People
Industry connections Business & Industry  
Alumni Alumni Past students
News News Updates
Events Events  
Public engagement For the public Local
Positions / opportunities Opportunities; jobs Positions
Naming best practice for URLs

Optimise your URLs

  • Each page’s URL should describe the content of that page, yet be as short as possible. Keep them below 100 characters (in total) and if you can limit to 5 words.
  • When creating a page name, consider the primary keyword for the page and try to include it.
  • URLs must be lower case. MiXeD cAsE URLs are an absolute no-no.
  • Numbers in the URL might seem easy but they actually aren’t for your users. Don’t use them.
  • If you’re using multiple words, separate them with hyphens. A hyphen looks like this: - [not _ or  – ].  E.g., mechanical-engineering
  • Don’t use spaces.
  • Make URLs guessable if you can. If people can remember your URLs they can also talk about it with their friends more easily.

If you have existing URLs that don't meet these standards then we can assist you in organising a 'redirect' so both the new and the old URL work. For more information, get in touch with the web redesign team.

Once you've re-named your sections you can proceed to Step 3.