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.