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Choosing a content type for your web content

Why we use content types, and how to choose the most suitable one for your needs.

Understanding content types

To create a page on the University website, you must choose from the list of content types. This tells Typecase which template you need for your content.

Most content types are also broken down into subtypes. These allow you to select a more specific term for the type of content you are creating.

Every page on our website should meet a specific user need. Content types help you categorise your content and meet that user need.

Why we use content types

Using the correct content type for your page contributes to a functional, structured website that's accessible to all users.

You must choose the content type that is appropriate for your content, not the content type that provides the components you prefer. This is so that:

  • you are provided with suitable components for your content
  • you can create structured content
  • your content will be searchable
  • you can create Filtered lists of your pages
  • you can link to pages correctly in Upcoming events components and Pinned items components, where relevant

Suitable components

Each content type has a different template, providing a set of components for you to add your content to. The components available are designed to work with the type of content you are creating.

Choosing the correct content type means you can access all the components you need to make your page.

For example:

  • an Event page includes fields for the time and date of the event
  • a Location page includes an embed field for a map
  • a Case study includes a Testimonial component, where you can highlight a quote from the case study's subject

Using the correct component also makes your page more accessible because it helps screenreaders tell people what kind of information they're getting when they read certain content out loud.

Read more about digital accessibility and why it's important.

Pinned items

Some content types allow you to pin links to other pages within an Upcoming events component or a Related guides component.

To do this, Typecase provides a list of all appropriate pages belonging to your Owning organisation so you can choose which ones you'd like to pin.

For example, when using the Related guides component, you will see a list of all the pages owned by your organisation that are currently using the Guide content type. However, if you have used the wrong content type for your pages, you and your colleagues will also see irrelevant pages in the list.

Structured content

Content types also help you to create structured content. Content that is well structured is consistent, predictable, and easy for users to navigate.

For example, a Guide page includes Narrative components which allow you to break up long pieces of text into sections with headings. You can then add the text in the correct order to explain a process step-by-step.

This helps users navigate to the piece of information they're looking for. It also makes your content accessible for all users. For example, screenreader users will hear each heading out loud so they can choose which section they want to hear more about.

Read Web Content Accessibility Guidance (WCAG) on the importance of well-structured content.

Searchable content

Components are designed to work with search engines to help users find the information they need. Adding the correct text to each field tells the search engine what that text means.

Filtered lists

If necessary, you can create a list of all of your organisation's pages that use the same content type. This is useful when you want to provide users with a list of pages for them to browse.

For example, the Events list shows all Event pages currently published on the University website, so users can decide if they would like to attend any.

Using the correct content type for your page means that only suitable pages will show in Filtered lists.

For example, if you used the Project content type to create a page with instructions on how to cancel annual leave, this would confuse users who were browsing the Filtered list of ongoing projects at the University. This should instead be a Guide.

Choosing the right content type

Sometimes there's not always an obvious choice for a content type, as there could be different routes your content could take. If you're struggling to decide what content type you should use, try these steps to help you decide:

  1. Reread your user story - this should make it clear what users are trying to do.
  2. Consider breaking your content down - your content might work better as several separate pages, for example your content might be a Campaign to raise awareness of a new opportunity and a Guide to help users complete a complex application.
  3. Check existing web pages - there might be existing content that can help you decide on a content type. Don't assume that this is necessarily correct though, as your users may have a different need to existing webpages or the example may not be using the correct content type.
  4. Reconsider whether the website is the best place for your content - it might be better as an email or a blog post.

Contact if you're still unsure which content type to use.

Choose a content type


Use an Announcement for content that is time-specific, such as news articles and University updates.

Read our guide to creating an Announcement.


Use a Campaign to create promotional content for recruitment or marketing purposes.

Read our guide to creating a Campaign.

Case study

Use a Case study to tell a story about a student, researcher, staff member or other University person.

Read our guide to creating a Case study.

Corporate information

Use a Corporate information page to provide factual information about the University community. This content type allows you to display large amounts of text in a clear and accessible format.

Read our guide to creating a Corporate information page.


Use the Event content type to promote a University-related event.

Read our guide to creating an Event.

External homepage

This content type should be used for the University of Bath homepage.

Only Typecase Admins can create an External homepage.

Read our guide to updating the external homepage.

External item

If you are creating a Topic or Landing page and need to include a link to a page that is not on, create an External item for the link.

Read our guide to creating an External item.


Use the Form content type to embed a form for users to fill in. Create the form using an external provider, such as Microsoft or Gecko.

Read our guide to creating a Form.


Use the Guide content type to provide guidance or instructions on how to do something.

Read our guide to creating a Guide.


Use this content type for the staff and student landing pages.

Only Typecase Admins can create a Homepage.

Read our guide to updating the staff or student landing pages.

Landing page

Use a Landing page to collate multiple pages about a University faculty, department or group.

Read our guide to creating a Landing page.

Use a Legal information page to provide statutory information, like policies or regulations, about the University community. This content type allows you to display large amounts of text in a clear and accessible format.

Read our guide to creating a Legal information page.


Use a Location page to provide information about a University building, venue or location.

Read our guide to creating a Location page.

A Navigation section is a set of links that are displayed across the top of the page to help users find more of your pages on the website. It is also referred to as 'Local navigation'.

Read our guide to creating a Navigation section.

Person profile

Use a Person profile to create a page about a member of staff and their professional role at the University.

Read our guide to creating a Person profile.


Use a Project page to present detailed information about an ongoing or completed University project.

Read our guide to creating a Project.


A Publication page allows you to upload documents to the website for users to download.

Read our guide to creating a Publication page.

Service start

All online tools used by the University community should have a Service start page. This page links users to the log in or entry page for the tool and provides information about the tool.

Read our guide to creating a Service start.

Team profile

Use a Team profile page to describe the responsibilities of a team or group at the University and list the members of staff in the team.

Read our guide to creating a Team profile.


A Topic page lets you collate multiple pages about one subject. The pages do not have to be owned by the same Owning organisation, but all contributing organisations should have access to edit the Topic page.

Read our guide to creating a Topic.

Create a page in Typecase

Find out how to create a web page

Contact us

If you have any questions about creating content or using Typecase, get in touch.

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