Victoria government logo

Structuring your page content

A well-structured page makes it easy for users to find the information they are seeking. Use headings, short paragraphs, lists and clear calls to action.

We follow the guidance of the Australian Government's Style Manual: Structuring contentExternal Link

Design content with a structure that helps the user navigate and understand. Structure also helps search engines find and rank content in a search results listing.

Page title

  • Be unique and descriptive (e.g. "About the Department of Premier and Cabinet" not "About us").
  • Frontload with your keywords and end with your department or organisation name.
  • Use sentence case (capitalise only the first word and proper nouns).
  • Aim for between 30 and 70 characters.

Introduction text

  • Summarise the purpose of your content in one or 2 sentences.
  • Use complete sentences with punctuation at the end.
  • Include a call to action if relevant (e.g. 'Apply for X', 'Submit a complaint about Y', 'View Z').


Headings and subheadings

  • Use headings to break up the content.
  • Headings should be short and use keywords.
  • Your page title is the H1 heading attached to the page's meta data.
  • Heading sizes must be sequential to meet accessibility requirements.
  • All main headings on a page need to be H2.
  • Subheadings under these are H3, and then H4 if required.
  • Read the Style Manual's guidance on headings.External Link


  • Lists help to make content scannable.
  • Numbered lists should only be used when there is a particular order or to show priority.
  • Use a parallel structure (e.g. all verbs using the same form) for each list item that flows from the lead-in sentence.
    • For example, this list is being used to:
      • illustrate an example of writing lists
      • guide content editors through using a parallel structure
  • No punctuation should be used for bulleted lists, unless each list item is a complete sentence.
  • Read the Style Manual's guidance on lists.External Link
  • A call to action is a button, link or card that leads the reader to the next step in their journey (Apply, Register, Subscribe, etc.).
  • Write link text that describes the destination in clear language (e.g. 'Find out more on the Australian Government Style Manual website' not 'click here').
  • Read the Style Manual's guidance on links.External Link

Content production template

Use the Australian Government content production templateExternal Link to plan, write and check your content.

Reviewed 21 March 2023

Single Digital Presence

Was this page helpful?