Content tips

We want to make sure that you’re set up for success! Read our tips on how to make great content pages.

Use the job of your page as your guide

Everything that you include on your page should serve a purpose. When deciding if something should live on your page, ask yourself:

  • What’s the job of this page?
  • How does this content support that job?

This is especially important to think about when adding related content!

Pro tip
A job describes the purpose that your page is fulfilling. It’s the task the user is trying to complete or the experience they want to create. Defining a page’s job is a really important thing to do because it will guide your content decisions.

Think of richer ways to present data and information

Nobody wants to read a wall of text. Think of ways that your information can be presented so that it’s more engaging for the reader. Are there any facts or stats to highlight? Are there images that can support the understanding of your content? Be creative!

Be intentional about your photography choices

When choosing photography for your pages, beware of:

  • Greenwashing.Try to avoid pairing environment related content with images that have a lot of green. For example, using photos where a Suncor employee is wearing a green helmet.
  • False workforce representation. Although we want to show the variety of people in Suncor’s workforce, we don’t want to give any false impressions. For example, using multiple photos of women on one page, when that’s not reflective of Suncor’s actual workforce.
Pro tip
If your page has an embed on it that shows up in multiple areas, be conscious of the image you choose! Does it show up on a page with a similar image near it? Your users will pick up on these details.

Use visuals to help users understanding of content

Aim to use photography to bring your messaging to life. The connection between photography and content should be clear and help the users understanding of the content. Don’t add images just for decoration.

Use headings to make content more scannable and discoverable

Headings break up and group content making it easier to scan. They also give multiple entry points depending on what a reader needs.

When using headings, try to be more descriptive. Instead of Ethanol, try Ethanol: a cleaner burning, renewable resource. By listing the benefit of ethanol, this gives the reader more incentive to read the content.

Pro tip
Remember: users read 25% of web content, read 25% slower onscreen, and they skim rather than read.

Leave no dead ends!

Make sure that if someone comes to your page, that they always have another place to go. We want to encourage exploration on the website! This can be done by adding related stories, call-outs, links, and more.

Pro tip
Pick and choose what related links should actually be there. Ask yourself, what’s the motivation for including this?