back search


Corporate Web Standards

Web address (Domain name and URL)

Web address standard

  • Web addresses must be short and meaningful to the visitor

  • Web addresses must remain static to prevent broken links and retain ranking in search engines

  • Web addresses must be in lower case, contain no spaces or punctuation


More details on web address standards

Web addresses should be short, meaningful and memorable.  This makes it easier to print the URL, read it out over the telephone and use in radio and media advertising.

When naming web pages you must use lower case with no punctuation or spaces.  Underscores should not be used as this can cause confusion when links are underlined (on web pages, in emails and other electronic documents).

The name must be meaningful, so use real names rather than abbreviations or code. It should also be unambiguous when spoken and easy to type. This will make your web page address (URL) more memorable and easier to direct people to.

URLs (web addresses) must remain stable so they remain reliable to link to, feature well in search engines and are memorable to the user. Changing the names of established web pages is discouraged and may be refused.

Redirecting URL's is possible, please contact your web manager to arrange this if required.

Web pages that appear in print must not be the format Please contact the ·Corporate Web Team for information on setting up a redirect.


How to apply the standard

  • Use customer language. Think about what words people might use to find your page.

  • Do not use Council specific phrases, jargon, abbreviations or acronyms.

  • Try reading out your URL to someone – see if they can tell what the page is about from the URL alone.

  • You can make your web address easier to read by using hyphens, try not to overuse these.


Simple, clear URL's

When printing, advertising, promoting your URL please use top level pages rather and ensure these are up to date with the information you need to be found.


In this section…