Category: Website Standards

Sanford Health’s voice is trustworthy, approachable and straightforward. Our voice connects our purpose to the needs of our audience. It is a direct reflection of our core values. Our voice is confident but not superior, professional but not inflated, welcoming to all. We want to educate our communities and draw readers in by forming a connection and deeper understanding of who we are.

People tend to read online by skimming. Research shows that many don’t scroll past the first screen or past “the fold” which is the part of the page that is visible without scrolling. This can determine page design. That’s why our sanfordhealth.org design offers many entry points into the website without forcing visitors to scroll for the information they need.

This also determines our content text which affects our search engine results, shareability on social media, and the general usefulness to patients and other users of our site. Make your web copy skimmable with short sentences, small blocks of text, subheadings, bullet points and numbered lists.

Here’s how to get right to the point, make clear what the page is about and what you want the reader to do. 

Write for People – and for robots

Search engine optimization, or SEO, capitalizes on the terms people are searching for and makes our website a top result in their search. One way we do this is to research what keywords people are using in their searches and find ways to place them on our site in important areas such as web addresses, headlines, first paragraphs and subheadings.

Note that SEO practices are quickly evolving with artificial intelligence such as Google’s AI Overviews. We also consult our integrated digital marketing team to help inform our web copy choices according to the latest developments.

Write in patient-first language

Tell the reader about the benefit to them. Include a clear call to action. No one enjoys a conversation with someone who only talks about themselves.

• Use: At Sanford Health, you have access to a team of experienced providers ready to make a care plan that fits you. You’ll find compassionate care combined with the latest treatments and techniques. Make an appointment today.
• Avoid: Sanford Health has the largest team of experienced, board-certified providers in the region with state-of-the-art technology and millions of dollars in improvements to facilities. Sanford staff is ready to help you with registration and scheduling appointments.

Use active voice

Speak directly to the patient and use energetic verbs to keep the reader’s attention. 

• Use: She treats patients. We offer medical services. You find care. 
• Avoid: Patients are treated. Medical services are offered. Care is found.

Write at a 7th-grade level

When in doubt, find a similar word with fewer syllables. Translate medical jargon into everyday conversational language. Spell out most acronyms. (See Sanford Health Marketing Standards and the Associated Press Stylebook for exceptions.)

Put simply, if someone outside the medical profession would wonder what a word or phrase means, find another way to say it. You can be informational without sounding like a textbook.

• Use: high blood pressure, lab work, diabetes, showing symptoms, older adults
• Avoid: hypertension, specimen collection, diabetes mellitus, presenting with symptoms, geriatrics

Each paragraph should contain no more than five sentences; try to keep the sentences fairly short. Break up the text using lists, subheadings, etc.

Use short sentences

Aim to keep most sentences to 104 characters or fewer. Write one idea per sentence and split longer sentences into two or more. We communicate one idea per sentence for maximum readability – a quality that’s especially important for health information.

Be brief and to the point when writing for the web. Avoid unnecessary words.

Write specific calls to action. Let users know what will happen when they click. To keep text accessible for all users, especially website visitors who use screen readers and keyboard navigation, avoid directional references such as:

• Click here
• Below
• To the right
• The graphic on the left
• This page
• This chapter

website CTA buttons, headings, navigation menus

See also in Writing Style Guide

Bottom line

People are more likely to read your web content if it is useful, useable and enjoyable. Once you’ve hit those marks, stop what you’re doing and push the “publish” button. If you want to convert people with your content, do all of the above, plus craft well-designed conversion elements and position them smartly on the page. Avoid promotional writing and small talk – readers will scan right to the information they need. Separate informational and promotional content visually, and use sanfordhealth.org design elements to make your content work best for your readers.

Typography

Background Colors

Text Colors

Photo Standards

Bright, simple and airy imagery should be used in the Sanford Health website. Avoid using any dark, complex or overtly medical-related images. Smiling, happy and active individuals should be the focus. Images that convey warmth, love and hope among family, friends and medical professionals are key to creating a trusting brand for Sanford Health. Always be mindful to include images of people from a wide range of ages, races, cultural backgrounds and medical conditions. For information, visit sanfordhealth.org or Sanford Health News.

Buttons

Icon Library

Billing & Insurance

Breast Screening Pink

Classes & Events

Browse

Call-in

Cancer Ribbon

Care Planning

Careers

Check Wait Times

Clinical Trials

Dermatology

Expecting Families

Profile Logo

Research

Connect

Courses

Disclosure Information

Donate

e-Visits

Edith Newly Diagnosed

Share

Edith Wisdom Study

Email

Emergency Care

Family Medicine

Find a Doctor

Find a Location

Foundation & Philanthropy

Genetics

Health Information

Health Reminders

Health Summary

Heart Care

Medical Professionals

Patient

Patient Non-medical

Information

Information for Students & Teachers

Visitors

Parking, Lodging & Wayfinding

Medical Services

Medical Specialties

Medications

Men’s Health

Messages

My Sanford Chart

My Sanford Nurse

Orthopedics & Sports Medicine

Our Story

Bill Pay Locations

Pay Bill by Mail

Online Bill Pay

Payment Plan

Bill Pay by Phone

Pay My Bill

Pediatrics

Prescription Renewal

Printer

Ask a Question

Refer a Patient

Request Colonoscopy

Research (Alt)

Resources

Share Your Experience

Technical Support

Test Results

Track My Health

Treatment

Video Visit

Walk-in

Women’s Health

Appointments

Design Examples & Structure

• Homepage
• Main Services
• Specific Services
• Detail Page
• Search Page

Homepage

Header (1)

• Logo Size: 175x45px
• Secondary Nav Text: Open Sans Semi-Bold, 20pt, #FFFFFF
• Icons: 20x20px
• Background Bar: 1920x110px, #003F72

Hero Image (2)

• Image Size: 2500x900px
• Title Text (h1): Open Sans Extrabold, 80pt, #ffffff
• Subtitle Text (h2): Open Sans, 40pt, #ffffff

Resource Quick Links (3)

• Icon Size: 35px height, width varies accordingly
• Navigation Text (h5): Open Sans Bold, 19pt, #003f72
• Background Color: #ededed

Information Links (4)

• Icon Size: 70x70px
• Title Text (h3): Open Sans Bold, 30pt, #282828
• Link Copy (Body Copy): Open Sans Semibold, 17pt, #003f72

Services (5)

• Section Title Text (h2): Open Sans Bold, 40pt, #003f72
• Body Copy: Open Sans Regular, 17pt, #282828
• Image Size: 269x269px
• Tile Copy (h5): Open Sans Bold, 19pt, #003f7
• Tile Background: 70x70px, Tile Color #ecf5fd, Picture 10% opacity
• Hover Tile: #ffffff, Tile Color #003f72, Picture – 10% opacity
• Background Color: #ededed

Tabs (6)

• Section Title Text (h2): Open Sans Bold, 40pt, #003f72
• Tab Text (h5): Open Sans Bold, 19pt, #003f72
• Caption Title (h5): Open Sans Bold, 19pt, #ffffff
• Caption Body Copy: Open Sans Regular, 17pt, #ffffff
• Caption Box Color: #003f72
• Image Size: 269x269px

News, Classes & Events (7)

• Section Title Text (h2): Open Sans Bold, 30pt, #003f72
• Title Text (h5): Open Sans Bold, 19pt, #003f72
• Body Copy: Open Sans Regular, 17pt, #282828
• Picture: 100x100px, circle or square

Subscription Bar (8)

• Copy (h4): Open Sans Bold, 26pt, #282828
• Social Icons: 50x50px
• Background Bar: 1920x125px, #ededed

Footer (9)

• Logo: 175x45px
• Link Copy (Body Copy): Open Sans Regular, 17pt, #003f72
• Fine Print: Open Sans Regular, 13pt, #282828

Main Services Page

Header (1)

• See Homepage tab for specifications

Hero Image (2)

• Image Size: 1375x298px
• Title Text (h1): Open Sans Extrabold, 80pt, #ffffff
• Subtitle Text (h2): Open Sans, 40pt, #ffffff

Introduction Copy (3)

• Title (h2): Open Sans Bold, 40pt, #003f72
• Body Copy: Open Sans Regular, 17pt, #282828

Right Rail Navigation (4)

• Section Title Text: Open Sans Extra Bold, 15pt, #282828
• Link Copy: Open Sans Semibold, 15px #003f72

Right Rail Call-out (5)

• Background Picture: 314×310 px
• Caption Title (h5): Open Sans Bold, 19pt, #ffffff
• Caption Body Copy: Open Sans Regular, 17pt, #ffffff
• Caption Box Color: #003f72

Patient Stories (6)

• Section Title Text (h2): Open Sans Bold, 40pt, #003f72
• Patient Picture: 269 x 269px
• Title Title (h4): Open Sans Bold, 26pt, #003f72
• Title Body Copy: Open Sans Regular, 17pt, #282828
• Text Link: Open Sans Bold, 16pt, #003f72, Underlined, Arrow – 15x15px
• Title Background Color: #ffffff
• Section Background Color: #ededed

Tabs (7)

• Section Title Text (h3): Open Sans Bold, 30pt, #003f72
• Title Copy (h3): Open Sans Bold, 19pt, #003f72
• Body Copy: Open Sans Bold, 17pt, #282828
• Picture: 690×402 px

News, Classes & Events (8)

• Section Title Text (h3): Open Sans Bold, 30pt, #003f72
• Title Copy (h5): Open Sans Bold, 19pt, #003f72
• Body Copy: Open Sans Bold, 17pt, #282828
• Picture: 100×100 px, circle or square

Subscription Bar (9)

• See Homepage tab for specifications

Footer (10)

• See Homepage tab for specifications

Specific Services Page

Header (1)

• See Homepage tab for specifications

Hero Image (2)

• See Main Services tab for specifications

Introduction Copy (3)

• See Main Services tab for specifications

Right Rail Navigation (4)

• See Main Services tab for specifications

Search Box (5)

• Tab Text (h5): Open Sans Bold, 19pt, #003f72
• Search Title (h3): Open Sans Bold, 30pt, #ffffff
• Background: 1000×250 px, #6aade4

Location Search Results Listing (6)

• Picture: 690 x 402px
• Location Name (h5): Open Sans Bold, 19pt, #003f72
• Phone Number (Body Copy): Open Sans Bold, 17pt, #003f72
• Address (Body Copy): Open Sans Regular, 17pt, #282828
• Distance: Open Sans Bold, 15pt, #003f72, Icon 20x28px
• Hours: Open Sans bold, 15pt, #003f72, Icon 25x25px
• Text Link: Open Sans Regular, 14pt, #003f72

Doctor Search Results Listing (6 – not shown)

• Picture: 160 x 200px
• Doctor Name (h5): Open Sans Bold, 19pt, #003f72
• Doctor Tile (Body Copy): Open Sans Bold, 17pt, #282828
• Star Rating: 20x20px
• Accepting New Patients (Body Copy): Open Sans Bold, 17pt, #003f72, Icon 17x17px
• Phone Number (Body Copy): Open Sans Bold, 17pt, #003f72
• Location Name (h5): Open Sans Bold, 19pt, #003f72
• Address (Body Copy): Open Sans Regular, 17pt, #282828
• Distance: Open Sans Bold, 15pt, #003f72, Icon 20x28px
• Text Link: Open Sans Regular, 14pt, #003f72

Suggested Services (not shown)

• Section Title Text (h2): Open Sans Bold, 40pt, #003f72
• Picture: 690 x 402px
• Tile Title (h4): Open Sans Bold, 26pt, #003f72
• Tile Body Copy: Open Sans Regular, 17pt, #282828
• Text Link: Open Sans Bold, 16pt, #003f72, Underlined,
• Arrow: 15x15px
• Tile Background Color: #ffffff
• Background Color: #ededed

Tabs (7)

• See Main Services tab for specifications

News, Classes & Events (8)

• See Main Services tab for specifications

Subscription Bar (9)

• See Main Services tab for specifications

Footer (10)

• See Main Services tab for specifications

Detail Page (Location, Doctor)

Header (1)

• See Homepage tab for specifications

Hero Image (2)

• See Main Services tab for specifications

Breadcrumbs (3)

• Copy: Open Sans Regular, Bold (Current Page), 14pt, #003f72
• Links: Open Sans Regular, 14pt, 003f72, Icon 20x20px

Introduction Copy (4)

• See Main Services tab for specifications

Information Links (5)

• See Homepage tab for specifications

Right Rail Navigation (6)

• Map: 315x315px
• Section Name: Open Sans Extra Bold, 15pt, #003f72
• Expand/Collapse Icon: 12x12px, #6aade4
• Copy: Open Sans Regular, 17pt, #282828
• Distance/Wait Time: Open Sans Bold, 15pt, #003f72, Icon 25x25px

Doctors (7)

• Section Title (h2): Open Sans Bold, 40pt, #003f72
• Body Copy: Open Sans Regular, 14pt, #282828
• Sort By (h5): Open Sans Bold, 19pt, #003f72
• Dropdown Copy: Open San Regular, 16pt, #282828
• Picture: 160 x 200 px
• Doctor Name (h5): Open Sans Bold, 19pt, #003f72
• Doctor Tile (Body Copy): Open Sans Bold, 17pt, #282828
• Star Rating: 20x20px
• Right & Left Arrows: 55x55px
• Background Color: #ededed

Tabs (8)

• See Main Services tab for specifications

Media Gallery (9)

• Picture/Video: 698x400px
• Caption Title (h5): Open Sans Bold, 19pt, #003f72
• Body Copy: Open San Regular, 17pt, #282828
• Right & Left Arrows: 55x55px

Subscription Bar (10)

• See Homepage tab for specifications

Footer (11)

• See Homepage tab for specifications