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Page types

Most UVic websites are a combination of persuasive content and task-oriented content. Figuring out which page type makes the most sense for your purpose depends on your content strategy, primary audience and key messages.

Persuasive pages

Persuasive pages are very visual and narrative. They tell a story, or convey an idea, and the content works together as whole.

For example, the Climate and sustainability at UVic page is intended to be a high-level overview of UVic's commitment and work around climate and sustainability.

There is a clear call to action (CTA), inviting users to engage with UVic's climate action planning process, and showcasing stories (news, videos, and social posts) that support the key messaging by providing concrete examples of UVic's ongoing climate action work.

Persuasive pages are usually aimed at a general audience, often with links to other pages or websites with additional content aimed at more specific audience groups.

Screenshot of a UVic landing page
Screenshot showing the persuasive landing page for climate and sustainability action.

Choosing strong images

Persuasive pages require high-quality photography and/or video.

Strong photos are visually interesting, engaging pictures that show UVic people and places in a positive light.

High quality photographs are properly composed, properly lit and sharp. They should also be landscape-oriented (wider than they are tall).

Keep in mind that certain image components require specific dimensions. Shoot a little wider than you might usually and crop to size later.

Sourcing photos and video

  • Avoid stock images if possible, choosing real UVic people and places instead.
  • You can organize a photo shoot through Photo Services, or browse the UVic image gallery.
  • Contact the UVic Video Coordinator for assistance planning and coordinating a video shoot.
  • Do not take images from the web. Unless you have permission from the creator or owner of the photo, it is illegal in most cases for you to reuse it on your own site.

Content pages

Content pages make up the majority of UVic's web geography. Content pages are task-oriented, and typically tailored to a specific audience group.

Content pages might be focused around a specific topic, such as English language requirements for prospective students, or might be a collection of smaller, but related buckets of content, such as a description of learning and teaching supports for new instructors.

Content pages are intended to help users quickly find information or complete a task.

Elements of an effective content page

  • Headings and short, scannable sections of text
  • No "decorative" content, such as photos or video (unless important to the page's purpose)
  • Clearly defined links, buttons, or other calls-to-action (CTAs)

Anatomy of a content page

Screenshot of an example content page (Graduate admissions) with numbers indicating different page regions.
Screenshot of a content page on the Graduate admissions site. Numbered blocks correspond to specific page regions (

Appears on every Template 4 webpage. Includes the emergency advisory bar, UVic wordmark and global menu (shortcut links to popular resources: Library, A-Z listing, person/department directories, maps, global search bar, and Online tools sign-in).

On smaller screens (mobile), the global menu will collapse to only show the UVic mark, search bar toggle, and sign-in button.

Includes the name of the current site (linked to the site’s homepage), primary navigation menu, and (optional) audience-specific navigation.

On smaller screens (mobile) the two navigation menus will collapse into what is know as a “hamburger” menu.

The breadcrumbs (e.g. Home / Programs) show you where the current page exists within the larger site structure, allowing you to get back to a previous page quickly.

The page title (aka H1) is determined by the person authoring the page. It should be meaningful and descriptive, but shorter than 60 characters. The page title will be displayed in a search results.

This menu is allows the user to jump between different content sections within the page.

The menu labels themselves (and corresponding links) are automatically generated from your section heading text.

The section headings (aka H2s) also make up the headings for each major section of content on the page. Rather than split up small sections of related content onto separate pages, this allows you to group related content pieces together while still providing direct links to each.

In the screenshot above, the direct link (aka page anchor) to the section for “Double degrees at UVic” would be

On smaller screens (mobile) the secondary menu is hidden; users will scroll through the different content sections. The direct links to the sections will still work on mobile.

This area allows you to provide a brief overview/introduction of what the page is about, and lets a user know they are in the right place.

Search engines will often display this intro text in search results.

The main page content lives here. Learn about Template 4 content types and how to use them effectively.

We’ve added white space, and removed items from the sidebar area to give the text breathing room, and make it easier for people to read and digest your content.

The section headings (H2s) make it easier for people to scan the page and hone in on the content they’re looking for.

Appears on every template 4 webpage.

Includes the main UVic social icons and links, quicklinks to other central UVic sites, UVic contact information, links to legal and emergency information.

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