Use keywords in the page Title, Short Description, and high up on the page. Think of the search terms your users would use.
Search for your page’s Title on Mass.gov to make sure your title is distinguishable from other content.
Link to this page on at least 1 Service Page in the What you need to knowor Featured sections.
Make sure related pages link to this page, and that those links are written in language visitors would use.
Is this page addressing multiple audiences? It might be better off as 2 pages (e.g. one for businesses and one for individuals).
Write the Title in sentence case (only capitalize the first letter and proper nouns).
Do the Title and Short Description work together? Write them so that the title states plainly what the page is about and the short description says what you can do.
Spell out acronyms the first time you use them.
Check your content’s grade level using Siteimprove. Work toward Grade 8 or below. If you don’t have access to Siteimprove, open a service request in ServiceNow to request an account.
If grade level is above 8, user simpler sentences, smaller words, fewer adjectives and adverbs, and eliminate technical terms.
Make sure link text is accessible: Read aloud to see if users can tell from the text alone where the link takes them.
Look at your content on a mobile phone. Check that it displays correctly and that all the links work.
Is a Service Detail the right content type?
If it’s mostly links, maybe it should be a Curated List.
If it’s very long, maybe it should be multiple Service Detail pages or an Info Details page.
If its title begins with a verb, maybe it should be a How-to.
If it’s describing a complicated process, maybe it should be a Guide.
Here are some suggestions for how to convert a page from one content type to another.
Look for references on the page to other content you’ve authored, and change those references to inline links.
Fill out the Related Links section based on trends in user feedback.
Add or clarify content based on trends in user feedback.