Content patterns

A content pattern is a standardised way of presenting information. For example:

• single page
• multi-page

You should aim for consistency across your website when using single or multi-page patterns as this will support a good user journey.

Single-page content patterns

It’s common to structure web content on a single page. The Scottish Government Design System's default single page pattern is called an article.

When to use a single-page pattern

Use a single-page pattern when your content is around one or two pages of A4 in length (roughly 500 to 1000 words). Also:

• use the ‘inverted pyramid’ approach, with the most important information at the top tapering down to lesser detail
• break up text with front-loaded subheadings (the text should still make sense with the subheadings removed)
• make sure paragraphs have no more than 5 sentences each

Multi-page content patterns

You might have the option to arrange your content into 2 or more pages that the user can navigate between. In the Design System, this pattern is called a multi-page guide.

When to use a multi-page pattern

Use a multi-page pattern when your content is long (over 1000 words) and can be broken into clear, standalone sections.

Taken together, the pages of the guide should meet a user need. This will usually be:

• taking the user through the process of how to do something
• explaining a complex topic in depth

There is a reasonable expectation that some users may need to access more than one page of the guide in order to meet the user need. For example, this guide about the Young Carer Grant on mygov.scot is over 3,000 words long. It explains:

• what the grant is
• who can get it
• how to apply
• what to do if you live outside Scotland
• what happens after you apply

This structure helps the user focus on one step at a time, without being overwhelmed by too much information on a single page. Remember, however, that each guide page has its own title and metadata and can be found through internal or external search. This means that users might not:

• look at any page other than the one they land on
• begin reading the guide from page one

The quicker you get to the point, the greater the chance your target audience will see the information you want them to.

Things to avoid

Avoid splitting content across multiple pages for the sake of it, as it could mean users have to carry out extra interactions to find what they need. If your content is about applying for a service that is relatively straightforward, try to get all the key information on one page.

If you are using a multi-page pattern, avoid using the first page to provide a bland introduction or overview. Remember that it's still important to front-load your content, with the most important information coming first, followed by supplementary or background information.

Also, avoid creating guides with more than 8 pages. If a guide has more than 8 pages, the content list will be so long that many users – especially those browsing on a mobile – will have to navigate down to:

• read the contents list in full
• see any body text

If you find yourself with a guide with more than 8 pages consider if:

• the content could be split into multiple guides or articles
• formatting features, such as accordions, would allow you to reduce the total number of pages

It is important that multi-page patterns are not confused with navigational patterns which help users navigate your website.