An audit of the ONS website identified two main purposes for articles: to provide analysis and to provide information. There are seven types of article within these categories:
Article sections separate the different types of content on the page. Consistency is important for our users, so we should aim to use standard section headings where possible.
We have created recommended structures for each of the article types based on research.
| Article type | Description | Recommended structure |
| In-depth analysis (template (Word, 169KB)) | An in-depth look at a topic using new or experimental data | Main points
Labelled analysis section(s) [Topic] data Glossary Data sources and quality Future developments Related links Cite this article |
| Cross-cutting analysis (template (Word, 169KB)) | Broader analysis formed from linking separate data and topics | Main points
Labelled analysis section [Topic] data Glossary Data sources and quality Future developments Related links Cite this article |
| Review (template (Word, 169KB)) | A retrospective examination of previously published data from a different angle | Main points
Labelled analysis section(s) [Topic] data Glossary Data sources and quality Future developments Related links Cite this article |
| Commentary (template (Word, 169KB)) | Commentary on trends found in thematically linked bulletins published on the same day | Main points
Overview of [topic] Labelled analysis section(s) Related links Cite this article |
| Methodology changes (template (Word, 169KB)) | Explanation of how recent or upcoming changes in methodology affect data or findings | Main changes
Overview of [method or topic] Labelled section per change Future developments Related links Cite this article |
| Progress report (template (Word, 169KB)) | Description of a project, programme or roadmap, or an update on any progress, changes or developments | Overview of project or changes
Labelled section per bullet Future developments Related links Cite this article |
| Digital content article | Short articles on a timely topic that are collaboratively written with the Digital Content team and focus on visual representation of data | Email DigitalContent@ons.gov.uk to find out more about Digital content articles and how to commission them. |
Download one of our templates to help you draft your article. We have created templates for the different article types:
We are constantly improving our guidance based on research, so there may be some small changes to the guidance; we will keep you updated with any significant changes on the Updates page.
Next section: Article titles and summaries
Digital content articles are collaboratively written with the Digital Content team and aim to improve the interest and understanding of the citizen audience rather than experts.
Digital content articles:
Digital content articles have a conversational approach. Complicated concepts are explained simply, with the inquiring citizen user in mind. They contain analysis and commentary rather than method.
This article type does not suit content which require substantial methodological detail or navigation between sections. Use other article templates instead.
Digital content articles read more like stories with a beginning, middle and end. They do not feature:
Titles are shorter than other statistical releases and focus on the main findings. They do not include time periods or geography. In contrast to statistical bulletins and articles, they can be descriptive rather than labels.
Bulletin title: Coronavirus and the social impacts on Great Britain: 22 October 2021
Digital content article title: Eight in ten adults think social distancing is important – but four in ten actually do it
Digital content article titles can be written as questions, such as How green is your street?
Each section heading will be descriptive of a main finding. Users will be able to see a narrative from reading the section headings alone.
Digital content articles make greater use of tools such as calculators and interactive maps.
Some articles contain elements of semi-automated journalism that allow people to select a variable, such as a geographic area, to get a more personal story. This is known as “robo-journalism”.
One example is the article Age of the property is the biggest single factor in energy efficiency of homes. This has a postcode look-up tool that displays a few lines of basic comparative text about the selected area, for example “Fareham is above average in England for…”
“Scrollytelling” articles make greater use of graphics and interactive elements, with minimal supporting text. Users view a continuous visualisation, triggering interactions as they scroll.
In the example of the article Mapping regional differences in productivity and household income, users scroll down a page featuring an interactive map. Accompanying text pulls out the main trends and the user can select different areas on the map to see data.
Articles based on qualitative data focus on the human impact and may feature quotes predominately.
The lasting impact of violence against women and girls uses quotes provided by third-sector organisations to provide qualitative context.
Email digitalcontent@ons.gov.uk to find out more about digital content articles.