CMS content elements

The CMS includes these content elements you can use where relevant:

Core elements (Required for all pages)

Title (H1)

  • The main page heading – use the most common patient-facing name for the test
  • Consider what patients search for (SEO)

Standfirst (Short description)

  • 30–50 words explaining what the test is and why it matters
  • Appears prominently at the top of the page
  • Used for cross-linking and meta descriptions
  • Must include key search terms naturally

Headings (H2, H3, H4)

  • Use to structure your content hierarchically
  • H2 for main sections (Who needs this test, Understanding your results, etc.)
  • H3 for subsections (What your results mean, Reference ranges, etc.)
  • H4 for specific result types (If your calcium is high, etc.)
  • Keep headings descriptive and front-load with keywords
  • Headings must make sense when read alone (users scan)

Rich Text

  • Standard body copy for paragraphs
  • Keep paragraphs short (maximum 3 sentences)
  • Use active voice and plain English
  • Target reading age 9–11 years

Lists

Unordered Lists (Bullets) Use for:

  • Situations when test is needed
  • Questions to ask your doctor
  • Related tests or links
  • Any items without priority order
  • Causes of abnormal results

Ordered Lists (Numbers) Use for:

  • Sequential steps (e.g., sample collection process)
  • Prioritised information
  • Chronological actions

Icon Lists Use for:

  • Key preparation steps with visual emphasis
  • Important actions or warnings
  • Highlighting critical information

Note: Use icons that are universally understood

Emphasis Elements

Inset Text (Callout Box) Use for:

  • Important contextual information about result interpretation
  • Key messages readers must not miss
  • Test limitations
  • Reassurance about individual variation

Placement: Within or immediately after ​“Understanding your results” section

Use sparingly – maximum 1–2 callouts per page. Too many reduce effectiveness.

Content: 3–5 sentences maximum

Navigation and Links

Action Links

Internal action links – Use for:

  • Links to related test pages on LabTestsOnline UK
  • Cross-references to other sections (use sparingly)

External action links – Use for:

  • NHS.uk condition pages
  • NICE guidelines
  • Detailed collection instructions from NHS trusts
  • Prevention and treatment information

Best practice:

  • Make link text descriptive (not ​“click here”)
  • Example: ​“Learn more about kidney stones on NHS.uk” not ​“Click here for more information”
  • Avoid over-linking – too many links disrupt reading
  • Don’t link to common terms everyone knows
  • Avoid duplicate links in multiple places

Interactive Elements

Accordion Use for:

  • Additional technical detail not everyone needs
  • Extended explanations of complex topics
  • Supplementary information
  • FAQs specific to this test (though main content should answer key questions)

Accessibility: Each accordion must have a clear, descriptive heading

Important: Don’t hide critical information in accordions – users may not open them

People and Organisations

Person (with bio and photo) Use for:

  • Clinical reviewers or contributors
  • Expert contributors
  • Patient story contributors (if relevant)

Include: Name, credentials, brief bio, professional photo

Always obtain consent and comply with data protection requirements

Organisation (with logo and description) Use for:

  • Endorsing organisations
  • Partner organisations
  • Professional bodies providing guidance

Include: Logo, organisation name, brief description of their role

Media Elements

Image with Caption Use images to help explain:

  • How samples are collected
  • What equipment is used
  • Anatomy relevant to the test
  • Infographics explaining results or processes

Accessibility requirements:

  • All images must have descriptive alt text
  • Alt text should describe what’s shown and why it matters
  • Always include a clear caption
  • Consider mobile viewing – images should work on small screens

Video with Transcript Use for:

  • Collection technique demonstrations
  • Patient education content
  • Complex concept explanations

Accessibility requirements:

  • All videos must have full text transcript
  • Videos must have captions/​subtitles
  • Ensure video works without sound (visual clarity)

Navigation

Related Content Navigation Tiles Use at the bottom of page for:

  • Related test pages
  • Condition information
  • Related resources

Keep to 3–6 tiles maximum for clarity

Tile text should be clear and descriptive

Metadata Elements

Last Reviewed/​Modified Dates

  • System will auto-populate these
  • Ensure you update content regularly to keep it current
  • Review dates help build trust with users
  • Set review schedule based on how quickly information changes

SNOMED Codes

  • Include relevant SNOMED CT codes for the test
  • This supports NHS app integration and clinical systems
  • Check with your clinical reviewer for correct codes
  • Format: Include code and preferred term