Is your Service page doing its best work?
Get the most out of this navigational content type
Note: you can also read a general description of this content type or watch a video that shows how to make a Service page. You can check out an annotated exemplar of a Service page as well.
The purpose of a Service page is navigation — to get your visitors to the information, applications, or resources they need. To achieve this, it’s important to use the flexible design of the Service page to your advantage. Your visitors will thank you for it!
Where does your Service page fit in with your content?
Service pages are meant to point people to services or information. They fit best in between Topic or Org pages and end-point pages, like How-tos or Information Details. Notice how this page, for example, fits between a Topic page and Information Details pages.
The architecture is:
Topic – Paid Family and Medical Leave in Massachusetts
Service – Paid Family and Medical Leave Help Center
Info Details – PFML frequently asked questions for employees
The architecture moves from general to specific, and the function of the Service page is to funnel visitors to child pages where they can learn or do something specific related to Paid Family and Medical Leave.
70% of Mass.gov users are finding content through Google, which means any page could be a landing page. If a user lands on the Information Details page above from a search, they might go to the breadcrumb and click on the parent (the Service page) to locate a page that provides context. Finding the Service page gives the user a broader view of the content and could help the person better understand the Information Details page or just confirm they’re in the right place. This is a logical path a user might take through the content. So careful planning of your Service page means considering that path and choosing the right parent to facilitate the user’s journey.
Is your Service page organized and easy to navigate?
Visitors are not meant to stay on Service pages. The idea is that they will land there, locate what they need, and then move on, following the links or buttons to information or action pages. A well-organized Service page will help users find what they need fast.
Are your links or buttons in clearly labeled categories?
This Jury Duty page is an example of a well-organized Service page. Visitors can quickly find the service they want and follow links to learn more. Similar content is grouped into clear sections and organized in logical order on the page, so the most relevant and sought-after tasks come first.
Even though some of the link groups contain several links, the clear labels and organization prevent “walls” of links or buttons. (Landing on a page with 12 or more jumbled together links or buttons defeats the purpose of quick navigation.)
If your page needs numerous links or buttons, like the Jury Duty Service page, grouping them by topic or service is a must. You can also set the link group to be collapsed on page load, if you want.
Is your Service page text helpful and to the point?
Text on Service pages needs to be “just right” — not too heavy, not too light. Text that is clear and to the point will keep visitors informed and help them navigate easily. Too much text and complicated language will confuse them just as much as too little text with no details at all.
Title:
Make sure your Service page has a unique title (among Mass.gov pages)
Avoid acronyms (or write it out and then put the acronym in parentheses)
Use the words and phrases that people search for
Keep titles under 70 characters whenever possible! Search engines will cut off a title at 70 characters. If more information on the page’s purpose is needed, use the short description to elaborate.
Short description:
Don’t repeat the title. Add further context to what the page is, what will be found there, and who it’s for.
Avoid acronyms unless you’ve explained them already
Use other words and phrases that people search for
Still keep it short! 1-2 sentences is ideal. This is information that will show in a preview of the page on search engines, so you still want to keep it to the point.
Overview
Do not repeat the title or the short description
Avoid acronyms unless you’ve explained them already
This field is optional. If you’ve explained what you need to between the title and short description, you don’t need to use this one. But if there’s more context needed, more detail on what will be found here, the Overview is the place to put it.
Plant additional words or phrases users search for, or the secondary terms you want them to start recognizing
Outline or summarize what kinds of services and information people will find on the page or who the audience is for the content (if you haven’t already)
While the Overview can be longer, don’t get into long explanations. Keep it to a short paragraph, 3-4 sentences long. Save the in-depth information for your endpoint pages. Users expect to find links on Service pages; they’re there to learn or do something. Too much text at the top of the page discourages quick navigation.
This page about Resources for Parents and Caregivers demonstrates helpful, concise text in the title, short description, and overview.
Headers:
Each group of links or buttons can have a custom header. Write descriptive and specific headers that indicate what the user will find in the section.
Avoid vague terms like “Other resources” or “Related resources”
It might help for the headers to be written in a parallel way, depending on the content. For example, each header might start with a verb. Parallel structure eases reading for the user. For people consuming new information, a predictable structure eases cognitive demand, so they can focus on what they need to know and do.
Example: The content on this Media Services page is easy to scan with services listed and described in the headers in a parallel way. Users can quickly locate the specific media service that is most relevant for them.
Link text:
Link text should tell the user what they will find behind the link. Always choose specific language such as “Find Section 8 programs” or “Learn about tax obligations for sole proprietors.”
Never use vague link test, like “Click here” or “this link.” This creates a poor user experience and accessibility issues, such as when someone is using a screen reader.
Link text ideally will alert the user if the link goes off of Mass.gov, such as “Learn more the about different business types on the Small Business Administration website.”
When possible, writing link or button text in a parallel fashion, as described above makes it easier to read and understand quickly.
This page uses specific, parallel link text to point people to child care resources.
Link group description and rich text:
Provide context for buttons and link groups on your Service page or to complement or elaborate on link text
Link group descriptions should be short: 1-2 short sentences at most and do not allow for any formatting or in-line links. If you need to say more, need formatting options, or need an inline link, use a rich text field.
Examples: This link group on this COVID-19 page has a concise but descriptive header that makes the target audience for these links very clear. It also uses the description field to elaborate on the kind of guidance included in these links. Finally, each link uses specific text to tell the user what they will find if they click on it.
Here is how the optional link group description field looks in the CMS.
In this example, the optional description fields elaborate on brief button text. Both the descriptions and the button text follow a parallel structure.
Here, the author used a rich text field ahead of the buttons to provide more context as well as an inline link. The button text is also parallel.
Is your Service page making use of other available components that support navigation?
You can add a login link to third party tools or apps relevant to the services visitors might be seeking when they land on your page. Notice on this PFML page that the login link appears under the page title and short description.
You can also use a Key Message section to promote certain content or make a specific call to action as this Vaccine Records page does.
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