Who we are
The UCLA Health brand, core mission, key message, brand pillars and personality
Policies, permissions and approvals to use UCLA, UCLA Health logos and marks
Creating an inclusive experience for everyone
How we look and talk
Logos & Marks
UCLA Health Logo
UCLA Mattel Childrens Hospital Logo
UCLA Health Brand Signature
Naming, Copy & Content
How to apply brand guidelines across channels
Reception Area Videos
Update Your Provider Profile
UCLA Health Style Guide
Project Request Guidelines
How to Place Orders
Business Cards & Stationery
Physician Announcement Cards
UCLA Health Marketing Communications is currently working on new initiatives for the web, to complement the new campuswide web platform. The goal is to create a better user experience across all UCLA Health web properties so that anyone who visits uclahealth.org or any of its subdomains can seamlessly navigate any of our other sites.
This guide is designed to help you create, manage and measure content for the web. Here, you’ll find some basic best practices for creating content that’s usable, accessible and aligns with UCLA Health’s brand guidelines. You’ll also find tips and resources for optimizing content for search engines, as well as analytics basics to help you measure performance and make data-driven decisions.
Usability is the practice of creating websites that are intuitive and easy to understand. By implementing some usability basics, you’ll create more effective content and a more positive experience for your users. Below are simple tips — see the links in the resources section below to learn more about the important and complex discipline of usability.
Here are a few tips:
As a public institution, UCLA Health is required to make our web content accessible to all. Below are some web accessibility basics; for more information, check out the Accessibility section of Brand Guidelines as well as the Tools and Resources section, below.
SEO ensures that search engines can read and understand your website, and also maximizes your ability to grow your audience from search engines, which are a major source of traffic on the web. Below are a few fundamentals to get you started — see the Tools and Resources section below to learn more.
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Metadata is the information you add to a web page to help users and search engines understand the content. Here is a basic checklist to make sure you’re set up for SEO success:
When search engines crawl your site, they click all of the links and take note of the traffic and page authority of each one. First of all, test all of the links on your site to make sure they are working and directing to the correct destination. Link to other relevant internal pages of your site when possible to boost traffic to those pages.
Keywords — the phrases users type into a search engine — are a cornerstone of an effective SEO strategy. Conducting keyword research will help you understand which phrases people are using to find your site, and then identify new phrases that you want to target with the goal of inviting more traffic from search engines.
Once you have a list of keyword phrases, review your website to make sure relevant pages feature them where applicable, including page titles, headlines, meta descriptions, etc. You can also create new content that aligns with your priority phrases, whether that’s a blog post or a new page for your site.
Remember: SEO and keyword research can supplement your overall web strategy, but should not define it. Content created mainly for search engines is easily identifiable and will not be popular with your audience or search engines. Create web content that serves your audience first and foremost.
Search engines prioritize sites that are optimized for mobile devices. We recommend designing a responsive website that works on all devices and screen sizes. Search engines also prefer sites that load faster (especially on mobile). Optimize your website for speed by making sure pages load as quickly as possible (see Google’s PageSpeed tool in the Tools and Resources section below.
Before using an analytics tool, it’s important to define your audiences and objectives. Then, track your site’s performance to identify areas of success and areas where you can improve.