Bulletin titles

Page titles need to be short, clear and reflect the content on the page. 

All bulletin titles must include:

  • the name of the release
  • the geographical coverage
  • the date or period the data cover

Baby names in England and Wales: 2018

A title could include other information such as “provisional” or “final” where appropriate. Insert information like this after the colon and the date but avoid using extra words like “results” where possible. 

Bulletin titles should not include a statistical designation (such as Experimental Statistics). These should be in the bulletin summary or keywords. 

Titles should reflect the words users put into search engines. For example, people are much more likely to search for “baby names” than “annual birth registrations”.

Avoid naming bulletins after surveys. For example, users may search for “gender pay gap”, but are less likely to search for “Annual Survey of Hours and Earnings”.

If the page summarises a number of different bulletins in a release, use the word “overview”. For example, Labour market overview

If the data period is quarterly, use the months rather than the quarter name. Some users may not be familiar with quarters or understand the periods they cover. For example, use January to March 2020 instead of Quarter 1 (Jan to Mar) 2020.

All titles, headings and subheadings must be written in sentence case.

We can use analytics to help you choose the best title for your content. Email content.design@ons.gov.uk for help with choosing a title or to get feedback from Content Design on your title. 

Any changes to titles or summaries should also be reflected on the calendar entry. Please email publishing@ons.gov.uk to amend an entry. 

Bulletin summaries

This is the description that follows the title at the top of the page. The summary should:

  • tell users what to expect to find in the bulletin
  • describe the topic that the page covers
  • be under 160 characters
  • begin with the most important information (avoid using phrases like “This bulletin covers…”)
  • tell users if the bulletin contains Experimental Statistics; include a sentence at the end with “Experimental Statistics 
  • not be a technical definition of the topic; we have a glossary for that

Labour market overview, UK: May 2019
Estimates of employment, unemployment, economic inactivity and other employment-related statistics for the UK.

Referencing coronavirus in bulletin titles

If the release is specifically about coronavirus, please include this in the title. 

Coronavirus (COVID-19) Infection Survey, UK: 20 May 2022

If the release contains some information on coronavirus, but this is not the main focus of the content, include “coronavirus (COVID-19)” in the summary and meta description. For example, the Deaths registered weekly in England and Wales bulletin summary is: 

Provisional counts of the number of deaths registered in England and Wales, including deaths involving coronavirus (COVID-19), in the latest weeks for which data are available. 

We are constantly improving based on research and best practice. Any significant changes to our guidance are available on the Updates page.

Next section: Main points and analysis