Aetna.com style & editorial guidelines
summer.2011
Style. The way in which
something is said, done,
expressed, or performed:
A customary manner of
presenting printed material,
including usage, punctuation,
spelling, typography, and
arrangement. Guide. A
book, pamphlet, etc., giving
information or, instructions;
handbook: a device that regulates
or directs progressive action:
This is a revised version of the original style guide created by Razor Fish
Table of Contents
aetna.com style guide
Welcome
1. Brand
Logo ...............................5
Palette ............................6
Typography ....................8
Typography Usage .........9
2. Visual
Photography ...................11
Illustrations .....................17
3. Navigation
Primary ..........................19
Left Channel...................20
Footer ............................25
Utility ..............................26
Call to Action ..................27
Tools ..............................28
Log In/Registration .........29
4. Design
Templates ......................31
Page Design ..................32
5. Components
Selector Tool Component ............... 40
Tab Component .............................. 41
Table Component ........................... 42
Center Channel Component........... 43
Center Channel 2 Promotional Box ........................ 44
Center Channel
3 Promotional Box ........................ 45
News Index Page ........................... 46
News Content Page ....................... 47
Forms ............................................. 48
Expandable Box Component .......... 49
Text Content Component ............... 50
Image and Text Component ........... 51
Related Links Component .............. 52
6. Multimedia
Flash Component .......................... 54
Video Component ......................... 58
7. Content
Writing Guidelines ......................... 59
8. Appendix
tbd ................................................. 68
In the autumn of 2009, Aetna.com was redesigned to focus more on the needs of our millions of
members – helping to meet their ever-growing demand for plan and benefits information online. We
improved website organization, personalization, navigation, and search to make each member’s experi-
ence more personal and more relevant – giving them the information they want quickly and with little
effort.
This style guide provides guidelines that will help you understand and apply the assets, specifications,
and brand elements that were used to redesign Aetna.com. Consistent and proper use of this guide is
essential in creating a unified brand experience, and will ensure that our members are engaged and
informed when they visit Aetna.com.
Welcome to the new Aetna.com.
aetna.com style guidep. 4
Section 1 Brand Logo
Color Palette
Typography
Typography Usage
aetna.com style guide
section
p. 5
Brand.1
Logo. The logo resides in the up-
per left corner of the site and should
always appear there as a consistent
element and only be used once on
a page. The “We want you to know”
tagline has been removed.
Logo Usage Homepage 174 x 55 pixels
Logo Usage Subpage 155 x 49 pixels
aetna.com style guide
section
p. 6
Brand.1
Individuals & Families
Hex. #A8B400
R.168 G.180 B.0
C.40 M.16 Y.100 K.1
Employers & Organizations
Hex. #E24C24
R.226 G.76 B.36
C.6 M.85 Y.100 K.1
Health Care Professionals
Hex. #E4B43A
R.228 G.180 B.58
C.11 M.29 Y.90 K.0
Producers
Hex. #2CB1B7
R.44 G.177 B.183
C.72 M.7 Y.31 K.0
Aetna
Hex. #002776
R.0 G.39 B.118
C.100 M.78 Y.5 K.18
Log In
Hex. #E98300 -
#FDC802
gradation
Audience Specific Colors.
Non Audience Specific Colors.
Content
Subhead Text
Hex. #333333
Additional Colors.
Color Palette. Using current
Aetna brand guidelines as a
foundation, a complimentary color palette
was created. To visually guide the user
throughout the Aetna site, specific colors
have been chosen to represent the
four main audiences and Aetna-specific
areas, in addition to login functionality,
text navigation and tools, adding the
benefit of increased visability for the
user.
* indicates a color from existing
Aetna color palette
NOTE:
See next page for additional colors
and gradients from the Aetna brand
guidelines
Text Links
Hex. #005CA1
Text Links On-State
Highlight Text
Hex. #C60B46
Body Text
Hex. #666666
Headlines
Hex. #007AC9
Page Subheads
Hex. #002776
Tools and Log In
Hex. #002776 -
#007AC9
gradation
Footer Text Links
Hex. #F9DE42
*
*
*
*
*
*
Footer
Hex. #515757
Footer Titles and
Site Background
Hex. #CCE5E4*
aetna.com style guide
section
p. 7
Brand.1
Gradients
Color Palette Continued.
Any additions to the color palette
including gradients must be approved
by the aetna.com team.
Brand Standards Color Palette
hex # F3766E hex #007F7B hex #81C1AA
hex #E98300 hex #0094B3 hex #CCE5E4hex #F4C17F
hex #FDC82F hex #42145F hex #C6B8CFhex #FEDE82
hex #A8B400hex #5B2B2F
hex #D3D97F
hex #8B8D09hex #DEAF39 hex #EDD392
hex #C5C684
hex #77AE9Ahex #F9DE42 hex #FDF5A6
hex #ADCEC2
Aetna Foundationgradient hex: top: 946AAEbottom: 7014A9
Retireesgradient hex: top: 5baa50bottom: 27701d
aetna.com style guide
section
p. 8
Brand.1
Typography. The site uses the type
font Arial. Regular is to be used for the
majority of text, with the Bold version
used to highlight certain words and
phrases.Arial headline text with Arial bold to highlight words
Arial bold subhead text lorem ipsum
Arial regular for HTML body text Lorem ipsum dolor sit amet, consectetur adipiscing elit. In pretium luctus mi. Aliquam euismod lorem id justo. Donec dolor justo, mattis cursus, vestibulum sit amet. Sed laoreet ultrices duis.
Arial bold HTML subhead text and component headline text
aetna.com style guide
section
p. 9
Brand.1
Typography usage. Consistency
in the use of typography keeps
pages clean while helping users
identify tasks from general content.
All text links in body copy, regardless
of size and placement, are blue and
underlined for consistency and to
differentiate links from other text that
may be blue. The exception to this rule
is utility navigation elements, such as
breadcrumbs, print, email, register, etc.
Ampersand (&). The ampersand is
used for all navigation (primary and
secondary) and headlines. The word
“and” should be used within body
copy. The exception to this rule is the
Homepage Flash component, where
“and” must be used due to a coding
issue.
Headlines. Arial 24pt hex #007AC9
Subheads. Arial Bold 15pt #002776
HTML Body Text. Arial 12pt (16px Line Spacing) #666666
HTML Text Links. #005CA1 Underlined. Rollover #C60B46
Arial Bold 15pt #33333
In text subheads
Arial Bold 16pt #33333Component Headlines
HTML Text Links Arial 12pt #005CA1
HTML Text Links Rollover Arial 12pt #C60B46
HTML Text Links Visited Arial 12pt #666666
HTML text link
HTML text links rollover state
HTML text links visited state
HTML Text Links - Components Arial 13pt Bold #005CA1
HTML Text Links Rollover - Components Arial 13pt Bold
#C60B46
HTML Text Links Visited - Components Arial 13pt Bold
#666666
HTML text link - components
HTML text links rollover state - components
HTML text links visited state - components
Get answers, get plans - get health and more.
Lorem ipsum dolar sit health plans and services amit consect
duis adipiscing. Lorem ipsum dolar adipiscing magna vitae nisl
vulputate pulvinar.
Helping Individuals AndFamilies Stay Well – Every Day, In Every Way
aetna.com style guidep. 10
Section 2 Visuals Photography
Illustration
aetna.com style guide
section
p. 11
Visuals.2
Photography. With an eye on
existing Aetna brand guidelines,
photos should be selected to both
complement existing brand imagery and
refresh the overall look.
Backgrounds. Light-colored
backgrounds that invoke a sense
of texture (and not visually
identifiable objects) help to soften
the edges of the photo area and
blend with the surroundings.
Color and Subject. A single bold color
or a palette of strong neutrals both work.
The subject matter should comprise the
majority of the frame and be cropped
tightly so that the image helps tie together
the top navigation with the rest of the site.
Photos should be feathered on both the
left hand side and bottom. (see examples
to the right)
Photos in the upper right hand corner:
467w x 379h
Photos in Products & Services
selector: 345w x 133h
Photos on constituent pages (eg:
Producers) are royalty-free images and
not to be used on any other pages.
These photos are examples only. All
photography has to be approved by the
aetna.com team.
aetna.com style guide
section
p. 12
2 Visuals.Photography.
Individuals & Families. Images chosen for the Individuals and
Families section should always capture
a slice-of-life feeling. Singles, couples,
families, babies, and children, from
maturity to infancy across a broad
range of ethnicities and lifestyles.
Note: These photos are examples only.
All photography has to be approved by
the aetna.com team.
aetna.com style guide
section
p. 13
Visuals.2
Photography.
Employers & Organizations. Photos should reflect a diversity in both
ethnicities and workplace culture. Small
business, sole proprietors, blue collar,
and the corporate world all share a role
under the Employers and Organizations
title.
Note: These photos are examples only.
All photography has to be approved by
the aetna.com team.
aetna.com style guide
section
p. 14
2 Visuals.Photography.
Health Care Professionals. Photos should reflect a range of
positions and professional and patient
roles.
Primary Care Physicians, Dentists,
Pharmacists, Behavioral Health
Professionals and staff make up the
Health Care Professionals section of
the site.
Note: These photos are examples only.
All photography has to be approved by
the aetna.com team.
aetna.com style guide
section
p. 15
Visuals.2
Photography.
Producers. Images in the Producers section of
the site should reflect a sense of
business, but should have a friendly,
outgoing “here to help” feel.
Note: These photos are examples
only. All photography has to be
approved by the aetna.com team.
aetna.com style guide
section
p. 16
Visuals.2
Photography.
About Us. The about Aetna section of the site is a
broad category of topics. Images should
reflect the Aetna brand while
conveying the subject matter of
the page.
Note: These photos are examples only.
All photography has to be approved by
the aetna.com team.
aetna.com style guide
section
p. 17
2 Visuals.Illustration. Custom, stylized
artwork provides an organic personal
touch to the Aetna website. The
illustration style combines a simple
hand-drawn line art style with a few
simple colors and a touch of modern
flourishes or dots. Illustrations should
only be used within illustration
components and in combination with
other non-illustrative type components.
Illustrations should be considered an
accent and used sparingly.
Illustration should only be used in the
Component Center Channel 2 promo
boxes, homepage promo boxes, and
right hand channel topic boxes.
All illustrations must be approved by
the aetna.com team.
Size for illustrations:
82w x 130h
Illustrations on homepage:
119w x 102h
Illustrations in the right well:
116w x 100h
Flourishes can be used to accent illustrations and can be combined together in various ways to create
pieces of the illustration.
X
aetna.com style guidep. 18
Section 3 Navigation Primary
Left Channel
Footer
Utility
Call to Action (CTA)
Tools
Log In/Registration
aetna.com style guide
section
p. 19
Navigation.3
Primary. The primary navigation
anchors the top of the page and helps
the user identify their unique audience
section. Through the use of audience-
specific colored on-states, the primary
navigation becomes a visual marker for
where the user is within the site.
Primary navigation (at the top of the page) identifies the four primary audiences, homepage, and Aetna-specific information
Primary navigation (located at the top of the page) with audience-specific color on-states
Primary Navigation - On States
Primary Navigation
13pt Arial Bold #FFFFFF
aetna.com style guide
section
p. 20
Navigation.3
2nd Level
Background Color
#A8B400
13pt Arial Bold #FFFFFF
On state
Background Color
#6D731A
13pt Arial Bold #FFFFFF
Rule #868E04
3rd Level
Background Color
#868E04
12pt Arial #FFFFFF
On state
Background Color
#CBDA00
12pt Arial #333333
Rule #A8B400
Left Channel.
Individuals & Families. Second and third level navigation is
handled through left hand navigation.
Each audience’s navigation is
differentiated by their audience-specific
color palette.
Consistent use of various shades
of their primary color helps the user
understand where they are within the
site.
Verbiage cannot exceed two lines of
text.
aetna.com style guide
section
p. 21
3 Navigation.Left Channel.
Employers & Organizations.
Second and third level navigation is
handled through left hand navigation.
Each audience’s navigation is
differentiated by their audience-
specific color palette.
Consistent use of various shades
of their primary color helps the user
understand where they are within the
site.
Verbiage cannot exceed two lines of
text.
2nd Level
Background Color
#E24C24
13pt Arial Bold #FFFFFF
On state
Background Color
#712612
13pt Arial Bold #FFFFFF
Rule #FF956E
3rd Level
Background Color
#BB3F1E
12pt Arial #FFFFFF
On state
Background Color
#FF956E
12pt Arial #000000
Rule #E24C24
aetna.com style guide
section
p. 22
Navigation.3
Left Channel.
Health Care Professionals.
Second and third level navigation is
handled through left hand navigation.
Each audience’s navigation is
differentiated by their audience-specific
color palette.
Consistent use of various shades
of their primary color helps the user
understand where they are within the
site.
Verbiage cannot exceed two lines of
text.
2nd Level
Background Color
#E4B43A
13pt Arial Bold #FFFFFF
On state
Background Color
#5B4817
13pt Arial Bold #FFFFFF
Rule #AF8D38
3rd Level
Background Color
#AF8D38
12pt Arial #FFFFFF
On state
Background Color
#FFCB2E
12pt Arial #333333
Rule #E4B43A
aetna.com style guide
section
p. 23
Navigation.3
Left Channel.
Producers.
Second and third level navigation is
handled through left hand navigation.
Each audience’s navigation is
differentiated by their audience-specific
color palette. Consistent use of various
shades of their primary color helps the
user understand where they are within
the site.
Verbiage cannot exceed two lines of
text.
2nd Level
Background Color
#2CB1B7
Font
13pt Arial Bold #FFFFFF
On state
Background Color
#124749
13pt Arial Bold #FFFFFF
Rule #36E7F2
3rd Level
Background Color
#3B8D91
Font
12pt Arial #FFFFFF
On state
Background Color
#36E7F2
12pt Arial #333333
Rule #2CB1B7
aetna.com style guide
section
p. 24
3 Navigation.Left Channel.
About Us.
Second and third level navigation is
handled through left hand navigation.
The corporate sections of the site is
differentiated by the use of the
primary Aetna blue. Consistent use
of various shades of the primary color
helps the user understand where they
are within the site.
Verbiage cannot exceed two lines of
text.
2nd Level
Background Color
#0081C4
13pt Arial Bold #FFFFFF
On state
Background Color
#004062
13pt Arial Bold #FFFFFF
Rule #50C7FF
3rd Level
Background Color
#00679D
12pt Arial #FFFFFF
On state
Background Color
#50C7FF
12pt Arial #000000
Rule #0081C4
aetna.com style guide
section
p. 25
Navigation.3
Footer.
The “fat” footer acts as a central loca-
tion for a majority of the ancillary site
navigation. The user can navigate to all
major areas of the site from this loca-
tion. The “tools” section will customize
dynamically based on the specific audi-
ence section of the site.
Background Color
#515757
Text Links
12pt Arial #F9DE42
Titles
14pt Arial Bold #CCE5E4
Link Font
12pt Arial #666666
Navigation
12pt Arial Bold #666666
aetna.com style guide
section
The PDF icon can be used within component when needed.
A PDF file should be under 5 MB.(Sizes under 1 MB should be labeled with a KB)
File name is a link, but the PDF icon is not clickable example: Small Group Brochure (PDF, 4 MB)
p. 26
Navigation.3
Utility.
Breadcrumbs, email, bookmarks and
search all fall under utility navigation.
Utilities act as subsidiary tools that help
the user determine where they are,
complete a task, and find what they
are looking for, but are not the primary
navigation elements or mechanism for
the site.
Arial 11pt (bold for selected page on state) #333333
Arial 11pt Bold #666666
Breadcrumbs
Icons
Search
Always located at the top right of the site, search resides in the same
bar as the primary navigation
Home \ Individuals & Families \ Plans & Services \ State \ Plan Detail
one space after file name and after PDF icon
aetna.com style guide
section
Lorem ipsum dolar sit ( ) external link amit consect duis adipiscing dolar sit.
More
p. 27
Navigation.3
Call to Action (CTA).
Calls to action can be bold, brightly
colored buttons, text links, or a
graphic arrow. CTAs are used in
varying places throughout the site to
encourage the user to take a
specific action.
Used in instances where additional
attention should be drawn to the CTA.
While certain rules apply to specific
button types, others can be varied
based on audience and use, as
explained at right.
Used throughout the site in varying
(yet consistent) ways, these types of
CTAs help the user identify different
types of actions in specific areas of
the site.
Log In Button
#E98300 - #FDC802 gradation
Arial 12px Initial Caps
Log In should always appear in this color palette
Get a Quote or Apply Button
ex: Individuals & Families Color Palette
Search Button
ex: Health Care Professional Palette
Arial 12px ALL CAPS
Buttons specific to an audience can be customized
to that audience’s specific color palette
Submit or Register Button
ex: Aetna-Specific Color Palette
#002776 - #007AC9 gradation
Arial 12px ALL CAPS
Note: the Register Button is accented by an orange arrow that
matches the Log In gradation color
Buttons that are general to the site should be developed in the
standard Aetna color
Buttons used for Forms
External Link Icon
Arial Bold #005CA1
“More” links with external icon should reside in lower right corner of component
This external link icon is only for use within components
Component Arrows
Used within certain types of components in place of text links
A smaller in context external link icon can be used within text areas
aetna.com style guide
section
p. 28
Navigation.3
Tools. Audience-specific tools are
dynamic and change contextually
based on the primary needs of a
particular audience. Tools are
determined by the most used tasks
that users would visit aetna.com to
complete, first by general public, then by
tools where log in is required.
Location.
Right Column Top.
Any other placement of this component
on the page requires approval by the
aetna.com team.
Specs.
250 x arbitrary pixels
Recommendations.
Maximum 7 tools; minimum 3
All Tools & Resources link (optional)
Title
14pt Arial Bold #FFFFFF
Bar #333333
List
Arial Bold 13pt #FFFFFF
Background
#002776 - #007AC9
1 pixel Rule #0081C4
On state
Background Color
#000F2E - #001A4D
Log In #E98300
Rule
1 pixel #00A7FD
aetna.com style guide
section
p. 29
Navigation.3
Log In/Registration. A
standardized Log In/Register
component has been implemented to
ensure a consistent experience
among all audiences. An expanding
“Why Register?” panel resides directly
under the Log In component. This
component can be customized with the
benefits of registering based on the
audience.
Specs.
165 x arbitrary pixels
Recommendations.
Maximum 6 bullets for
Expansion Panel
Titles.
Customized by audience
Member Log In
Employer Log In
HCP Log In
Producer Log In
Title
13pt Arial Bold #FFFFFF
#002776 - #007AC9
Background
#CCE5E4 - #B2C9CB
1 pixel Rule #0081C4
Utility Navigation
10pt Arial #333333
Title
12pt Arial Bold #FFFFFF
#002776 - #007AC9
Background
#CES3D0 - #FFFFFF
Bullets and Text
11pt Arial #333333
bullets #004990
aetna.com style guidep. 30
Home Page
Individuals & Families
Employers & Organizations
Health Care Professionals
Producers
About Us
Section 4 Design
aetna.com style guide
section
p. 31
Design.4
980 pixels
165 pixels 526 pixels 250 pixels
980 x 44 pixelsTemplates. All pages below
the primary homepage level use
a three-column approach.
The site was developed to maintain
a center position within the browser
window. Depending on the width a
user has their browser window open,
the area around the site will expand
and contract with a light blue color
#CCE5E4.
Businesses can edit the center channel
only. The remainder of the page is
controlled by the aetna.com team.
165 x 133 pixels
center channel
aetna.com style guide
section
p. 32
Design.4
Home Page. The homepage
is a unique entity within the
structure of the site. The center area
is designed to hold 3 components,
however these components can be
swapped out for a single component
when critical information needs to be
conveyed.
The design of the homepage is
under the control of the aetna.com
team.
The homepage has been developed
to address the needs of the four
primary audiences for Aetna.com.
Each audience is provided a unique
set of tools and an audience-specific
login, plus overview copy that
speaks directly to them.
The 3 promo areas feature:
- features for members
- business and strategy topics
- corporate and social responsibility
aetna.com style guide
section
p. 33
5 Design.Center Channel Homepage Illustration ComponentUsed on the homepage, illustration components should promote a range of information to draw attention to a topic or sub-section of the site. Illustrations can be customized to component content, season, or audience.
Location. Home page
Specs. Initial capitalization is to be used for titles. Titles are hyperlinks.
Titles cannot exceed 2 lines [25-35 characters.]Body cannot exceed 4 lines [85-95 characters]Every attempt should be made to match the amount of text for the 2 boxes for visual consistency.
Please include a call to action statement describing the intent of the message. The call to action statement should include keywords that either describe the action the user will be taking (Watch the Video, Read the Press Release, etc.) and/or include keywords that describe the content/page that the user will be going to (Buy Health Insurance, View Small Business Plans,Celebrate Nurses Week, etc.)
The Descriptive or Call to ActionLink must fall beneath the last line of text in the promotional box.
Recommendations.The 3 promo areas feature:- features for members- business and strategy topics- corporate and social responsibility
Title: Arial 15pt Bold #333333;
Content: Arial 12pt #666666
14px Line Spacing #666666
Descriptive or Call to Action Link:
Arial 12pt Bold #005CA1
On State: Arial 12pt Bold #CF3062
Image area [homepage components]
119 x 102 pixels
Homepage Components
aetna.com style guide
section
p. 34
Design.4
Individuals & Families.
Pages on this level act as directory
or secondary homepages for each of
the audiences, providing the user with
quick entry points into specific areas
and tools.
Pages at this level are referred to as
either hub, index or landing pages.
They act as a directory or homepage
for each of the main audiences.
Each page in this section contains a
log in box component for the Member
secure site below the left hand
navigation.
The fat footer and Tool box are
custom-created to each section of the
site. They may also be custom built for
unique pages.
Right channel topic boxes can be
unique to each page, hub or site-wide.
Audiences.
1.0 Individuals & Families
2.0 Employers & Organizations
3.0 Health Care Professionals
4.0 Producers
5.0 About Us
aetna.com style guide
section
p. 35
Design.4
Employers & Organizations.
Pages at this level are referred to as
either hub, index or landing pages.
They act as a directory or homepage
for each of the main audiences.
Each page in this section contains
a log in box component for the
Employers & Organizations secure
site below the left hand navigation.
The fat footer and Tool box are
custom-created to each section of the
site. They may also be custom built for
unique pages.
Right channel topic boxes can be
unique to each page, hub or site-wide.
aetna.com style guide
section
p. 36
4 Design.Health Care Professionals.
Pages at this level are referred to as
either hub, index or landing pages.
They act as a directory or homepage
for each of the main audiences.
Each page in this section contains a
log in box component for the Health
Care Professionals secure site below
the left hand navigation.
The fat footer and Tool box are
custom-created to each section of the
site. They may also be custom built for
unique pages.
Right channel topic boxes can be
unique to each page, hub or site-wide.
aetna.com style guide
section
Producers.
Pages at this level are referred to as
either hub, index or landing pages.
They act as a directory or homepage
for each of the main audiences.
Each page in this section contains a
log in box component for the Producer
secure site below the left hand
navigation.
The fat footer and Tool box are custom-
created to each section of the site.
They may also be custom built for
unique pages.
Right channel topic boxes can be
unique to each page, hub or site-wide.
p. 37
Design.4
aetna.com style guide
section
About Us.
This section is unique because it
doesn’t have a log in box .
Pages at this level are referred to as
either hub, index or landing pages.
They act as a directory or homepage
for each of the main audiences.
The fat footer and Tool box are both
custom-created to each section of the
site. They may also be custom built
for unique pages.
Right channel topic boxes can be
unique to each page, hub or site-wide.
p. 38
Design.4
aetna.com style guidep. 39
Selector Tool Component
Tab Component
Table Component
Center Channel (html) Box Component
Center Channel Two promotional box Component
Center Channel Three promotional box Component
News Index Page
News Content Page
Forms
Expandable Box Component
Text Content Component
Image and Text Component
Related Links Component
Section 5 Components
aetna.com style guide
section
p. 40
Components.5
Selector Tool Component. Used to
present an overview of a broad amount
of information, such as
Plans & Services, in a compact,
interactive format.
Location.
Center Channel
Specs.
524 x arbitrary pixels
(determined by length of item list)
Recommendations.*
Maximum 4 text links per section
Maximum 1 button per section
Maximum 7 lines of overview copy
Unique Image for each
Section (optional)
Examples.
Plans & Services
* Maximum recommendations may vary
based on number of items in
the list. Sample is for 12 items in list
Image Area
345 x 133 pixels
Title
13pt Arial Bold #FFFFFF
Background Bar #333333
List
Arial 11pt #515757
On State
Arial 11pt #FFFFFF
Background color must reflect
the hub they are in
Arrow Graphic 159 x 27 pixels
[Custom to Audience]
Overview Title
Arial 13pt Bold #333333
Overview Content
Arial 12pt #666666
14px Line Spacing
Link
Arial 12pt Bold #005CA1
aetna.com style guide
section
p. 41
Components.5
Tab Component. Used to convey a lot of information
or results in a clean and organized
fashion. Information can be broken out
in optional expandable sections within
each tab.
Location.
Subpage Center Content Area
Specs.
524 x arbitrary pixels
Recommendations.
Maximum 5 tabs
25 pixels high
10 pixels of padding left and right of
content within each tab
Do not stack tabs or wrap text
The table associated with the tabs can
contain a paragraph, table component,
center channel component, and/or a
subhead.
Non-Selected State:Arial 14 Bold #E9ECBFbtn bkgrd: #8A8989
Selected State:Arial 14 Regular #333333btn bkgrd: #FFFFFF
Rollover State:Arial 14 Regular #333333btn_fill_[color].gif, 1w x 23hstretch horizontally to fill btn
10
25
12
29
2 pixel grey border hex #D1D1D1
10
12 12
Header Goes Here Arial bold 15 pt hex #333333
It es modis aut endiae nusda qui tem nonsequi con conessimo conseque asita cus sunti nobitassi blacculpa ne conse latqui odi nonsedi cuptaecture sunt debis re, occatquid expel is voleseque di beremol orescient estios quod ut qui officia turibus, siti ut vid et ut aut mo im haris re nos ut inturep erovident aut parchil litionsedio. Am et acerciae coraept atatius et vel evel enecabo. Ehenda con est excepel ilis dellis mi, omnis rempori onsequis veliqui ne officid quidi doluptatis eumendi doluptatur? Mod quias mos dolupiento volorep. Arial regular 12 pt hex #666666
Table Component. Used to convey
a lot of information or results in a
clean and organized fashion.
Location.
Subpage Center Content Area
Specs.
See to the right
aetna.com style guide
section Components.5
p. 42
Table border 1 px hex #D1D1D1
1 pixel white inside table borderand between title bar and header
Row height 30 px / Bkgd: #333333
Row height: 25 px / Bkgd: [hub hex]
Row height: 25 px / Bkgd: #FFFFFF
Row height 25 px / Bkgd: #EFEFEF
Font: Arial Bold 14, left aligned, #FFFFFF
Font: Arial Bold 12, left aligned, #FFFFFF
Font: Arial 12, left aligned, #666666
aetna.com style guide
section Components.5
Center Channel Component.
The Center Channel Component
is formatted in 2 columns that can
contain video, flash, imagery or text
in either column and fills the center
well of the page.
Location:
Center Channel
Specs: Must fit within the 526 pixels
p. 43
aetna.com style guide
section
Producer World Tour
Nobitibusae. Ehendel iquatia spersped quo blacit, etur. Quia eatendest, eiur si dolupta tqu.Link
p. 44
5 Components.Center Channel 2 Promotional Box Component Used on both hub pages and subpages, illustration components should promote a range of information to draw attention to a topic or sub-section of the site. Illustrations can be customized to component content, season, or audience. They should, however, be used sparingly as accents to a page.
Location. Constituent main pagesSubpage Center Content AreaRight Hand Column
Specs. 322 x arbitrary pixels [homepage] 258 x arbitrary pixels [subpage]
Recommendations.Maximum 5 lines of text [homepage]Maximum 6 lines of text [subpage]
Initial capitalization is to be used for titles. Titles are hyperlinks.
Titles cannot exceed 2 lines [25-35 characters.]Body cannot exceed 4 lines [85-95 characters]Every attempt should be made to match the amount of text for the 2 boxes for visual consistency.
Please include a call to action statement describing the intent of the message. The call to action statement should include keywords that either describe the action the user will be taking (Watch the Video, Read the Press Release, etc.)and/or include keywords that describe the content/page that the user will be going to (Buy Health Insurance, View Small Business Plans,Celebrate Nurses Week, etc.)
The Descriptive or Call to ActionLink must fall beneath the last line of text in the promotional box.
Pages with 2 Promo Box Components must contain illustrations.3 Promo Box Components must contain photographs.
Artwork must be approved by the aetna.com team.
Image area [subpage components]
82 x 130 pixels
Subpage Components
D. Text [optional image or illustration 1/2 column]
Title: Arial 15pt Bold #333333
Content: Arial 12pt #333333; 14px Line Spacing
Descriptive or Call to Action Link:
Arial 12pt Bold #005CA1
On State: Arial 12pt #CF3062
aetna.com style guide
section
p. 45
5 Components.Center Channel 3 Promotional Box Component. Used to promote a range of information to draw attention to a topic or sub-section of the site.
Recommendations.When creating a row of components, be sure the components all have the same pixel height.
Initial capitalization is to be used for titles. Titles are hyperlinks.
Each component should have the same amount of content for visual consistency.
Titles cannot exceed 2 lines [25-35 characters.]Body cannot exceed 4 lines [85-95 characters]Every attempt should be made to match the amount of text for the 2 boxes for visual consistency.
Please include a call to action statement describing the intent of the message. The call to action statement should include keywords that either describe the action the user will be taking (Watch the Video, Read the Press Release, etc.)and/or include keywords that describe the content/page that the user will be going to (Buy Health Insurance, View Small Business Plans,Celebrate Nurses Week, etc.)
The Descriptive or Call to ActionLink must fall beneath the last line of text in the promotional box.
Pages with 2 Promo Box Components must contain illustrations.3 Promo Box Components must contain photographs.
Photography must be approved by the aetna.com team.
A. Image and Text [1/3 column] Title: Arial 15pt Bold #333333
Content: Arial 12pt #FFFFFF 14px Line Spacing #666666
Descriptive or Call to Action Link: Arial 12pt Bold #005CA1
On State: Arial 12pt #CF3062
Size of photograph: 168 x 168
aetna.com style guide
section
p. 46
Components.5
News Index Page Heavy center content style page. This
template can be used for any article,
newsletter, or simple page of static
content.
Recommendations.
News Releases
aetna.com style guide
section Components.5
News Content Page Heavy center content style page. This
template can be used for any article,
newsletter, or simple page of static
content.
The News Release template has
predetermined fields that are populated
by the content owner.
Content pages do not have photos.
Recommendations.
News Releases
p. 47
aetna.com style guide
section
p. 48
Components.5
Forms. Used to select different
kinds of user input.
A form can contain input elements
like text fields, check boxes. radio
buttons and a submit button.
All forms are custom built.
Recommendations.
Contact an Agent
Apply for a Grant
Request Financial Information
No left hand channel, log in box or
right hand channel is used.
aetna.com style guide
section
p. 49
Components.5
Expandable Box Component.
This type of component can be used
in place of a tabbed component when
appropriate. Expandable components
use an expansion and contraction
panel functionality that allows
navigation of a lot of information or
tasks in a small area.
Location.
Main Content Area
Specs.
524 x arbitrary pixels
Recommendations.
Maximum of 6 expandable panels
Examples.
Log In
Tools & Resources
Selected Panel
13pt Arial Bold #FFFFFF
Bar #333333 - #7B8486 [background image can customized to audience]
Deselected Panel
13pt Arial Bold #666666
Bar #B8B8B8
aetna.com style guide
section
p. 50
5 Components.Media Boxes. Right hand column.
Used for promotional callouts and
factoids. These components can use a
grey box arrow CTA when they will be
used to link to additional information, or
have no CTA and be purely informational.
Should be updated on a regular basis.
Location.
Subpages, right column area
Specs.
250 x variable pixels
Recommendations for Image.
Use when a more stylized look is desired.
When developing a series of related
messages (such as Healthy Living),
maintain a consistent look throughout.
Recommendations for
Text/Photography.
2 lines maximum bold intro text
5 Lines of text
CTA arrow (optional)
Image can vary based on topic
Examples.
Healthy Living
Legal Notices
Newsletters
Green Initiatives
Need Help
Health Reform
Green Initiatives
Webcasts
Title
14pt Arial Bold #333333
Background #B8B8B8
Content
Title:
12pt Arial Bold #333333
14pt Line Spacing
Text:
12pt Arial #333333
Image size
116 x 100 pixels
aetna.com style guide
section 5 Components.Media Boxes.Left hand column.
Location.
Subpages, left column area
Specs.
165 w x 110 h
Various colors are permitted, but must
be approved by the aetna.com brand
standard team.
Title should fit within one line (about 20
characters).
The sentence should be no longer than
4 lines (about 70 characters).
Lighter red hex: E24C24to darker red hex: B13B1C
Lighter orange hex: FFC156to darker orange hex: FFA22A
p. 51
aetna.com style guide
section
p. 52
Components.5
Related Links Component. Used
to provide additional information and
pictures or items related to the content
category on the page. Links can be
internal or external. Cannot contain
tasks or tools as these are in the
audience-specific tool box component.
Location.
Center Channel at the bottom of the
page (above the footer)
Specs.
See notes to the right.
Maximum of 7 links
Examples.
Related Articles
Contacts
Press Kits
Company Fact Sheet
Financials
Title
Font: 16pt Arial Bold #333333
Content
12pt Arial underlined #005CA1
Line Spacing: one line space between each link
On state #C60B46
Article Text
12pt Arial #666666
aetna.com style guide
section
p. 53
Components.5
News & Announcements Component. Use.....
Location.
Center Channel at the bottom of the
page (above the footer)
Specs.
Maximum of ??? links
Examples.
Related Articles
Contacts
Press Kits
Company Fact Sheet
Financials
Flash Guidelines
Video Guidelines
Section 6 Multimedia
aetna.com style guidep. 54
aetna.com style guide
section
Flash Component:Carousel Display Aetna.com allows 3 types of Flash displays, two in the center channel and one on a full page. The type of display used depends upon the type and quantity of information being delivered as well as the purpose of the message.
A carousel display is a horizontally rotating series of images, usually accompanied by text, that functions similar to a tv advertisement to grab the reader’s attention.
This type of display must have a very distinct purpose in mind to engage your audience. If a page or section of the site needs to come to life in some way because it will engage your audience better, then this could be a possible solution.
Location. Center Channel Box ComponentThe carousel should appear at the top of the page, directly below the page header. No page sub-header should be used. Instead, additional text can appear in the carousel.No pictures, graphics, illustrations or video should appear below the carousel.
Specs. - Font size: 10 pt. in body text- 70 characters per line- 3 lines allowed- Title line is optional- CTA can be a link in the body, title, or image
p. 55
6 MultimediaCarousel Display
aetna.com style guide
section
Flash Component:Static Display A static image, often accompanied by minimal text, that allows the user to interact with the image by clicking on certain sections of it to bring up more information or images or to navigate to other pages or sections. It can include minimal animation.
This type of display must have a very distinct purpose in mind. It can be used to organize information in a visually pleasing manner, such as a map (click on areas to get more info), a calendar (click on dates to bring up more info or to link to event pages), etc.
Locations. Center channel of a page (in a center channel box component)The flash piece should appear at or near the top of the page, directly below the page header or beneath a brief paragraph. A page sub-header can be used. Additional text can appear in the display.
Recommendations.No pictures, graphics, illustrations or video should appear below the flash on the page.
No audio may be used.
Specs. Maximum size of flash movie on a page is 530pixels wide x 340pixels high
p. 56
6
Static Display
ExtrasThe upper right hand corner of most aetna.com pages has an image that defines that section of the site. The flash should not compete with that image.
Flash can sacrifice SEO exposure if there isn’t enough text on which to base search indexing. If SEO is criti-cal to the page, be sure that the page is appropriately titled and has an adequate description in the Meta tags.
Too much animation can be distracting to the user, thus diluting the overall message, so be considerate of lead in or connected pages that may have similar animation.
Remember, Flash cannot be viewed on all hand held devices.
If the user doesn’t have the proper Flash plug-in, they won’t be able to use those components.
Multimedia
aetna.com style guide
section
Flash Component:Full Screen Display A full screen of flash animation (movie or advancing still images), with the purpose of providing a richer and more engaging user experience for presenting large or complex amounts of information.
Can be used as a decision making tool - when you are presenting complex information and want to guide the user to making a decision, as an educational tool - to create a more engaging and memorable venue to present large amounts of information or as a ‘tour’ - to provide an overview of a tool or website or other complex function.
Location. A link off of any page, it will open in a new window and will utilize the full page component.
Recommendations.There should always be a written option available (non-Flash) if large amounts of information are being presented. Many users prefer not to wait for the Flash presentation or it may not be supported by their device.
There should always be an option to skip the flash.
Audio, music, and voice over, may be used but must be approved by the aetna.com team.
Specs. - See page 58
p. 57
6Full Screen Display
Multimedia
Flash Component:Specifications
Fonts/Content SpecsTitles: Arial Regular; Not to exceed font size of 24; Hex value: #007AC9
Subtitle: Arial Bold; Not to exceed font size of 15; Hex value: #002776
Content:Arial Regular; Font size: 13; Hex value: 333333
Links: Hex: 005CA1
Text content should not be placed over a photograph. It can slightly overlap the feathered background of a photo, if there is not too much detail behind where the text is to be placed. Please make sure that there is plenty of contrast between the text and the background.
Typography should not be stylized with drop shadows, beveling, glows, etc.
No italicized type should be used.
Animation of text should be sublte. It’s acceptable for text to move slowly from one position to another, where emphasis is needed, or to scale up or down for the same reason.
Do not use fast-moving, or spinning text.
PhotographyPhotos should complement existing brand imagery and have a clean overall look. Photos should have a light, simple background.
Color/SubjectA single bold color or a palette of strong neutrals both work. The subject matter should comprise the majority of the frame and be cropped tightly. (e.g use minimal people, avoid busy backgrounds)
Royalty Free Photography Only No Rights-managed photography is to be used. Only use photography from the Aetna Brand library. Other photography must be approved by the Brand Standards team.
IllustrationIllustration can be used sparingly. There is an established style for illustration. All illustration must be created by the Brand Standards team. Please contact Glenna Hartwell or Mark Callahan, who can provide details.
For further information on photography and illustration, refer to Section 2, page 10)
Audio, Music And Voice OverAudio should only be used in a full screen presentation, not in the well area of hub pages or sub pages.
Music is available from our music library. The music library is stored on a shared drive, contact us for access. If you cannot find appropriate music in the library, contact us and we will assist you in acquiring suitable music.
Including voice over (VO) requires special consideration. You will need a written script, a studio for recording and editing, and voice over talent (the “reader”).You must:• Have a written script• Use professional VO talent• Record in a professional studio (Aetna Hartford has a studio)
Contact us for assistance in creating your VO recording.
OtherFlash movies should have a 2 pixel border; hex value D1D1D1The Brand Standards color palette must be used. Button designs will be provided. Only these styles should be used.
aetna.com style guide
section
p. 58
6 Multimedia
aetna.com style guide
section
p. 59
6
Flash Component:Specifications
Technical Guidelines
• Flash source files should use CS3 format and Actionscript2 or Actionscript3.
• Only CS3 capabilities (functions, variables, features) suld be used (not CS4 or later.)
• Design presentation to use Flash Player 9
• Flash dimensions when used in a hub page or other internal site page 528 width X 396 height in pixels (4:3). Note: the height can be smaller if necessary.
• Flash dimensions when used in a stand-alone full page presentation. Maximum size 800x600 (4:3). Note, the width can be wider, up to 1280 pixels, and the height can be smaller than 600 pixels.
o The web page should be opened using a JavaScript window.open command when being opened from a parent window (as opposed to a direct link as might be provided in an email). It should not contain any navigation toolbar, location toolbar (URL entry area), menu bar, resizing controls or scrollbars (a status bar may be specified, and some browsers force a status bar to be visible as a security measure). The window.open command should include a width and height to properly accommodate the Flash content. A window name should also be provided to allow for JavaScript control from the parent window.
Keep in mind that newer browsers may open up a Tab rather than a window when the window.open command is executed. This is controlled by the visitors browser settings and can not be overridden. Test both configurations to be sure the Flash is acceptable if opened in a tab.
• The Flash SWF should always appear in a web page wrapper when used on the web (never link directly to the SWF file).
• Always use the Aetna standard Flash loader for files that will normally require more than 1-3 seconds to load (assume 128kbs bandwidth)
Multimedia
aetna.com style guide
section
p. 60
6
Video ComponentAetna.com uses a standard display for all
videos across the website. There are three
ways to launch a video:
- a text link with video arrow icon (opens a
new browser window)
- clicking on a thumbnail (opens in a new
browser window)
- the video is embedded in the Center
Channel
The video display is the same regardless
of how it is launched (link, thumbnail,
embedded on a page).
Location. Center Channel in all scenarios.
When launched from a link or thumbnail,
video will be displayed in a new browser
window, which can be enlarged to a full
window display.
Specs. Thumbnails should be left aligned and
multiple thumbnails should be stacked
vertically.
Thumbnails of a related topic can be
enclosed in a border with a “master title” on
top.
Video page when launched from link
Video page when launched from thumbnail or link
Video thumbnails
Video embedded on a page
Multimedia
aetna.com style guide
Writing Guidelines
SEO Guidelines
Section 7 Content
p. 61
aetna.com style guide
section
p. 62
7 Content.Writing Guidelines. To achieve
the ideal Aetna tone, remember to use
language that mirrors the company’s
positioning and brand attributes —
optimistic, informative, supportive,
reassuring and easy to work with.
Sections:
Tone
Audience
Style
Do’s and Don’ts
Be conversational
Write as if you’re having a discussion with a friend. Be direct, up front and easy to understand.
Keep the paragraphs short and to the point. Cut the jargon and unnecessary acronyms. Direct and
simple words work best.
Be humble
Look for opportunities to use “we” instead of “Aetna.” Better yet, use “you” and “your” instead of
“we” and “our” to convey that Aetna is concerned with the customer’s needs. This conversational
tone will help reinforce the trusted-leader persona that is key to the Aetna brand.
Be sincere
Aetna speaks to many audiences with unique sensitivities, such as challenging medical conditions
and personal issues. It’s crucial to use a respectful tone. Avoid being flip and be careful with humor.
aetna.com style guide
section
p. 63
7 Content.Writing Guidelines. Tone. With the
site redesign we are moving away from
business-to-business language and
into friendlier business-to-consumer lan-
guage. Use these guidelines to convey
information clearly, in words everyone
can understand.
Stay simple to stay in brand
Get right to the point. Begin by stating what’s in it for the reader.
Use “we” and “us” instead of “Aetna”
Stay as warm and friendly as possible. Take the emphasis off Aetna and focus on what the reader gets,
not what we give.
Use active voice instead of passive
Instead of saying, “When your request is approved by Aetna,” say “When we approve your request…”
Give the reader ownership
When writing to members, say “your secure member website” or “your secure Aetna Navigator®
self-service website” as opposed to “our” member website.
Speak directly to the reader
Address “them” as “you” in material going to one type of reader (member only, plan sponsor only,
broker only).
Every second counts. Capture the audience’s attention quickly
• Create compelling and relevant headlines
• Use easy-to-read lists
• Use benefit-oriented sentences
Shorten your phrases
• Web content must be brief and get to the point quickly. Unlike print, which calls for well-crafted and
complete sentences, web content often uses sentence fragments. This allows you to pull the most
important words up front and reduce your word count.
• When editing your work, look for prepositional (often start with at, as, of, in, to) and other phrases
that can be shortened and simplified.
aetna.com style guide
section
p. 64
7 Content.Writing Guidelines.
Tone [continued].Make your copy “scannable”
• Subheads or secondary headlines, offers, and action-oriented commands can help
users scan efficiently.
• Without scannable language, users will leave quickly.
• Use clear language in navigation, links, and headlines.
• Bottom line: If people can’t scan your Web page, they won’t read it.
Pay special attention to paragraphs
• The first sentence can stand alone – use it to capture attention, much like your headline.
• On the Web, a paragraph doesn’t have to be more than one sentence.
Stay away from adjectives and exclamation points
Let your writing convey importance or excitement. Do not rely on adjectives or exclamation points.
Ex: “This program is one more important reason to join an Aetna plan”. Take out the word “ important.”
Telling them what’s important and what’s not often offends readers. Let the rest of your writing
show them how important the product is. Don’t tell them they need it; write so that they want it.
Empty phrases and jargon
• Try to avoid overused, nonsensical, meaningless words like empower, seamless, leverage,
value-added, synergize, mission-critical, scalable, optimize, and so on.
• Also words like “innovative” and “cutting edge” are limiting because most things don’t stay
innovative for very long. Write in a way that demonstrates how innovative or cutting edge our
services, features, or products really are.
Define industry terms as they appear
“We must precertify (approve) this before you…”
aetna.com style guide
section
p. 65
7 Content.Writing Guidelines. Audience.
Take the time to fully understand your
audience and what’s important to them.
That way you’ll successfully capture
their attention and get them to take the
desired action.
Before beginning creative development, be sure to ask...
• Who am I talking to? Is it a plan sponsor, and if so, who? An HR benefits director or a CFO?
• Am I addressing a consultant or broker?
• What am I trying to do? Get their interest? Make a sale? Explain a benefit?
What do I want the reader to know, do, or feel as a result?
• What type of information do they need to satisfy their needs or problems?
Examples:
Consumer
Before:
The National Institutes of Health (NIH) recommends the following new guidelines for LDL (bad)
cholesterol levels.
After:
Use these new cholesterol guidelines to change to a healthier lifestyle.
Business
Before:
Aetna HealthFund® is a consumer-directed health plan that creates the economic dynamic that
drives the consumption of consumer goods.
After:
Aetna HealthFund® plans give members more control over their money. Members become more aware
of how much their decisions cost.
aetna.com style guide
section
p. 66
7 Content.Writing Guidelines. Style.
Here are some rules to keep in mind
when creating content for Aetna.com.
Of course, there’s more than one
grammatically correct way to write
many of the examples, but this is the
style we have selected to use.
Lower the reading level
Keep sentences and paragraphs short, and use the simplest terms possible to explain ideas.
• For members, write at a 5th grade reading level.
• For plan sponsors and health care professionals, write at a 9th grade reading level.
Follow Aetna guidelines
• User name — two words, not one
• Web (on the Web, Web address) — capital W
• website — lower case, one word
Capitalization
Only capitalize proper nouns/names.
Ex: You should not capitalize “claim form,” but you should capitalize the exact name of the form:
Medical Benefits — Claim Instructions form.
All aetna.com page titles must have the first letter of every word capitalized, except for prepositions, articles,
and conjunctions. (eg: at, but, the, and, when, for)
Subheads only have the first word capitalized. (see page 9)
Pre, Post and Non
In most cases, do not add a hyphen. Use a hyphen only when the word is difficult to read.
Ex: pre-enrollment, pretax, post-enrollment, postpartum, nontraditional, non-emergency.
Words ending in “ly” usually are not hyphenated.
Ex: wholly owned subsidiary, fully insured plan
www.aetna.com
Should be semibold, bold and/or a different color. It should NOT be underlined (except when hyperlinked).
Common Internet terms
• database — one word • home page — two words, no caps
• Internet — always capped • intranet — not capped
• log on to — not “onto” • log-on — noun meaning the user name and/or password needed
• email - lowercase, one word, no hyphen
aetna.com style guide
section
p. 67
7 Content.
You can replace formal words and phrases with these easier and simpler ones:
Change... To...
At present Now
As a result of Because
Provided that If
Make use of, utilize Use
Put emphasis on, stress Highlight
Give notice Tell
In the course of, in the event that During
In the future If
In order to To
In regards to About, regarding
Access (as a verb) Go to, get
Adhere to Follow
Cascade Give to, pass along
Clinician (only ok for providers) Health care professional
Continuum Reword and be specific and clear
Cross-functional Reword and be specific and clear
Trademarks
Trademarks should appear once on a page — only at first usage of the trademarked name. At this first
occurrence, remember to use the trademarked word as an adjective.
Ex: Aetna InteliHealth® website.
Exception: Some programs are trademarked in a way that makes it impossible to use as an adjective,
such as (National Medical Excellence Program®).
Do not shorten or abbreviate a trademarked name unless you have permission from our trademark
attorneys.
Ex: You must say “Aetna Navigator” and “Aetna InteliHealth” at every occurrence. Also, if “Program”
is a part of the trademarked name, you must keep “Program” in at every occurrence.
Writing Guidelines.
Style [continued].
aetna.com style guide
section
p. 68
7 Content.Writing Guidelines.
Style [continued].Some things to remember
• When talking to members, we should limit use of the term “physician” and not use the term
“provider.” Instead, choose from doctor, health care professional, specialist, hospital, health
care facility, etc.
Exceptions: “Physician” can be used when talking to doctors, and some other exceptions may
be made. Important: In Washington, PCP is still “primary care provider.”
• Once a word or name is abbreviated on a page (usually at first occurrence), use that abbreviation
throughout and do not spell out again.
• Even common abbreviations must be spelled out at first usage.
Ex: Must say “U.S. Food and Drug Administration (FDA)” at first occurrence.
• You cannot abbreviate trademarked names unless approved by our trademark attorneys.
Ex: AGB is approved to use for Aetna Global Benefits®. NME should not be used for National
Medical Excellence Program®.
• You can abbreviate “United States” when used as an adjective; spell out otherwise.
Ex: The U.S. baseball team returned to the United States today.
• You can use numerals, where it makes sense, to help keep the copy scannable.
Ex: The plane takes 2 hours to reach Nashville, but if you drive, the trip will take 11 to 13 hours.
• When mentioning specific times, use this format: 8 a.m. to 6 p.m. To designate a time zone, add
the correct abbreviation at the end — ET, CT, MT, PT. Do not add Standard or Daylight Saving to
it.
Hyphenation
Hyphenate when the word is used as an adjective. If you “call toll free”, there is no hyphen, but if you
“call a toll-free number,” there is. Hyphenate when the word is used as an adjective.
Exceptions: cost-effective, self-refer (or self plus anything) and step-therapy always get a hyphen.
aetna.com style guide
section
p. 69
7 Content.Writing Guidelines.
Do’s and Don’ts. Here is a brief list of
the Do’s and Don’ts when writing for the
new aetna.com.
Do:
• Write short sentences and paragraphs
• Use bulleted and numbered lists
• Make your copy relevant to your prospects and customers
• Use descriptive language and keywords in headlines, body copy, and links
• Use customized headlines and subheads to quickly identify what the piece is about
• Use a conversational style; write like you talk; be friendly
• Use descriptive language and keywords in links
• Lower the reading level
• Use “we” and “us” instead of “Aetna”
• Use active voice instead of passive
• Speak directly to the reader
• Give people information to make better decisions…in words they’ll understand
• Stay simple to stay in brand
Don’t:
• Use a stiff, corporate voice and meaningless jargon
• Write long, dense blocks of copy that are hard to read
• Write primarily for search engine rankings
• Stuff keywords everywhere at the expense of clarity
• Use generic ‘click here’ and ‘more info’ for links
• Use exclamation points
• Use stiff, corporate language; instead, be friendly
aetna.com style guide
section
p. 70
7 Content.SEO Guidelines.
Text Length: Best Practices
- Keep content elements (paragraphs, bulleted lists, etc.) between 40 to 50 words.
- Make the first sentence the most important part of the content.
- Maintain Tone of Voice.
- Don’t lose sight of the subject of the content.
Smart Text: Best Practices
- Use the active voice
- Keep all sentences precise and to the point.
- Break text into bulleted lists or graphics, making it quicker and easier for readers to find what they
need.
Meaningful Links: Best Practices
- Select words that make it clear where the reader will be taken.
- Use a meaningful link description rather than a URL.
- Keep links as precise as possible.
- Avoid making text like Learn More or Go a clickable statement.
Consider the following guidelines when creating title and Meta tags:
- Every webpage must have a unique title, Meta keywords and description tag.
- Title tags should include one or two relevant keywords.
- Title tags should be at most 65 characters (including spaces), with all relevant keywords appearing
within the first 55 characters.
- Place the target keyword as close as possible to the beginning of title tags.
- Construct title tags with multiple keyword possibilities.
- Include 2-3 keywords within the Meta Description and place them within the first 155 characters.
- No more that 15 relevant keywords per Meta keyword tag.
- Include synonyms and common misspellings in the Meta Keyword tag.
**Also, always write content with the targeted keywords in mind. If you don’t know the keywords that the content is
going to be targeted to, ask for them before starting. Do not, however, sacrifice tone in the process of integrating
keywords – keywords should be considered only if they occur naturally and don’t disrupt tone.
aetna.com style guide
section
p. 71
7 Content.SEO Guidelines. (continued)
SEO Web Copy: Best Practices
- Choose 2-3 keyword phrases that are relevant to the page and incorporate them within the
content.
- Use keywords sparingly in content, but place them within vital content areas such as body copy,
navigation menus, and side column content.
- Ideally, a web page’s body copy should begin with a keyword phrase, as well as contain a
keyword near the end of the content on the page.
- In a 40-50 word content element use only one instance of two different keywords.
- On any webpage, use no more than 2 different keyword instances per 100 words and no more
than 15 keyword instances total for the entire page.
**Alternate text, or an “alt tag,” is text that appears when a user places the cursor over an image. This text is
used by the crawler as well as accessibility features such as screen readers. Please provide alt tag text for all
on-site images, and include 1-2 relevant keywords per image.
aetna.com style guide
section
p. 72
7 Content.SEO Guidelines. (continued)
aetna.com style guide
section
p. 73
7 Content.SEO Guidelines. (continued)