An audit of the ONS website identified two main purposes for articles: to provide analysis and to provide information. There are eight 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 |
| Current and upcoming work (template (Word, 182KB)) | Articles published at regular intervals that allow teams to share information about their present and future work on a specific topic or theme. Read more in Current and upcoming work articles | Overview of [theme/topic/emerging trend]
Our current work Upcoming work Future developments Provide feedback Publication schedule Related links |
| 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.
Current and upcoming work articles provide users with an overview of the ONS’s work on a specific topic or theme. This includes present work, as well as work we are completing in the near future and longer-term projects. Use our current and upcoming work article template (Word, 182KB).
Use a clear, unambiguous title that makes it easy for the reader to understand what they are about to read.
Use the following format:
[Theme, topic or emerging trend], current and upcoming work: [month and year of publication]
Green jobs, current and upcoming work: March 2022
Cost of living, current and upcoming work: June 2022
The first edition of a current and upcoming work article should provide a broad overview of your team’s work on a specific topic or theme.
Any subsequent editions should only cover work and updates since the previous edition and any work that will take place before the next edition.
Focus your content on the work that is currently taking place or about to take place. Only reference past work detailed in previous editions if you need to provide updates. You do not need to duplicate or repeat content in each edition of your article. Use clear and descriptive link text to refer users to previous updates and past work in earlier editions of your article where needed.
If you are planning work on a long-term project that will span several editions of your article, use the “Upcoming work” section to describe the phase of the work that you are currently working on.
For more guidance about structuring your Current and upcoming work article, you can email Content.Design@ons.gov.uk.
If you have any questions about using this article type to present your current and upcoming work, email PPA.Strategy.Team@ons.gov.uk.