Strategic Glossary of Page Concepts in ACC.org

Concept Structure Glossary

Page Concept Types

① Home Page

Definition:

The main entry point of the website, designed to provide immediate orientation, highlight major initiatives, latest updates, and guide users quickly toward primary goals.

  • Use Case: First-time visitors, returning users seeking major updates, initial brand impression.
  • Why Used: Creates immediate clarity and positions organizational priorities upfront.
  • Branding & UI Elements: Take over, Hero Image, Feature Triptych...
  • Role in IA:
    • The central entry point.
    • Highest-level orientation, connecting users quickly and intuitively to key site sections.
    • Prioritizes major pathways, brand introduction, and timely highlights.
  • Rules & Recommendations:
    • Use clearly defined navigation to major Concept Anchors and prioritized user tasks.
    • Limit content to essential items for quick user orientation (less is more).
    • Regularly update to reflect organizational priorities and timely initiatives.
  • When to Use: Always present as the top-level entry page.
  • Avoid: Do not overload with detailed content or overly transactional messaging.

② Concept Anchors

Definition:

Pages offering high-level overviews of the organization's core concepts, primary service areas, or central offerings. They orient users by clearly presenting a broader narrative or theme. Example Page: About US

  • Use Case: Navigation entry points for broad organizational topics, connecting various subpages and initiatives.
  • Why Used: Humanizes the organization, reinforces brand values, and simplifies access to deeper content.
  • Branding & UI Elements: Concept Hero with Feature, Grid Bento, UL Icon Text List of Icon ULs, Grouping Zones, Section Shading
  • Role in IA:
    • Provide clear, user-friendly overviews for broad organizational pillars.
    • Anchor navigation to strategic themes.
    • Introduce voice, tone, and topic landscape.
  • Rules & Recommendations:
    • Connect to Initiatives, Product Groupings, and Standard Pages.
    • Reflect organization-wide narratives or verticals.
    • Avoid overwhelming detail—keep it narrative and directional.
  • When to Use: When multiple related initiatives or products are associated with a central idea.
  • Avoid: Don’t use for deeply detailed or transactional content.

③ Initiatives (Goal-Oriented Modules)

Definition:

Targeted microsites or sections devoted to specific organizational efforts or campaigns, often incorporating unique branding or visual differentiation. These modules are action-focused, with clearly defined user goals Example Page: Advocacy | UX

  • Use Case: Advocacy, fundraising, campaigns, accreditation explanation.
  • Why Used: Enhances clarity of purpose, supports targeted user journeys, simplifies complex messaging.
  • Branding & UI Elements: Microsite Hero Banner, Secondary Action Card, Cards, Icon & Content Grid List, Grouping Zones, Section Shading
  • Role in IA:
    • Specific journeys with clear purpose and outcome.
    • Often stand apart structurally or visually.
  • Internal navigation can be isolated from the main site to support clearer marketing language, simplified instructions, and more targeted messaging.
  • Rules & Recommendations:
    • Must articulate the purpose and offer a focused action.
    • Allow for deviation in branding when needed.
    • Link from Concept Anchors or Home Page.
  • When to Use: When a program has a goal, outcome, and distinct message.
  • Avoid: Avoid for purely informational content or where cohesion with parent content is critical.

④ Product Groupings

Definition:

Pages that consolidate and categorize related products, services, or offerings into logical collections.  These pages help users quickly explore and compare similar or complementary options.

  • Use Case: Displaying grouped learning programs, events, or tools.
  • Why Used: Improves usability and product discovery.
  • Branding & UI Elements: Product Banner, Icon & Content Grid List, Cards, Grouping Zones
  • Role in IA:
    • Bridges between concepts and conversion.
    • Allows logical exploration.
    • Internal navigation can be separated from broader site structures to focus user attention on product discovery and purchase readiness.
  • Rules & Recommendations:
    • Structure by audience, topic, or value.
    • Must clearly connect to Product Destinations.
  • When to Use: When users benefit from browsing options.
  • Avoid: Avoid grouping unrelated offerings or overloading the page with decisions.

⑤ Product Destinations (Transactional Pages)

Definition:

Detail-rich pages meant to drive action—purchase, register, subscribe. Detailed, user-action oriented pages centered around specific products, events, or learning opportunities. These pages incorporate transaction-focused elements such as pricing, purchasing options, registration, personalization, and targeted marketing content. Example Page: Prototype SAPs

  • Use Case: Events, certification programs, subscription services.
  • Why Used: Central to conversion.
  • Branding & UI Elements: Product Banner, Conversion Buttons, Price Bentos, Icon & Content Grid List, Cards, Grouping Zones
  • Role in IA:
    • The action endpoint for campaigns or marketing.
  • Rules & Recommendations:
    • Be persuasive and precise.
    • Avoid unrelated links—stay on message.
  • When to Use: Directly from emails, ads, or Product Groupings.
  • Avoid: Avoid placing deep education or concept background content here.

⑥ Standard Pages

Definition:

Informational pages that support other content areas but don’t need visual distinction.

  • Use Case: About pages, FAQs, mission statements, technical explanations.
  • Why Used: Provide clarity, institutional knowledge, or low-maintenance detail.
  • Branding & UI Elements: Default theme styling, minimal content modules.
  • Role in IA:
    • Reliable content support.
    • Inherited styling from parent Concept Anchor or Initiative.
  • Rules & Recommendations:
    • Maintain consistency in layout and tone.
    • Link outward sparingly.
  • When to Use: For maintenance-friendly foundational content.
  • Avoid: Don’t force these into deep journeys—keep simple.

⑦ Listing Pages

Definition:

Pages that surface grouped or filterable content based on shared logic (e.g., date, topic, type).

  • Use Case: Article archives, event calendars, directory listings.
  • Why Used: Enables users to explore at their own pace.
  • Branding & UI Elements: Search/filter controls, cards or table view, consistent previews.
  • Role in IA:
    • Serve as content aggregators.
    • Often feed from CMS or tag-based logic.
  • Rules & Recommendations:
    • Label clearly and design for repeat use.
    • Allow exploration but keep structure rigid.
  • When to Use: For large, growing sets of content.
  • Avoid: Avoid making them content endpoints—always lead to something richer.

Information Architecture

How These Pages Associate with Each Other:

🔹 Primary (High-Level) Flow:

Home Page → Concept Anchors → Initiatives/Product Groupings → Product Destinations or Standard Pages

🔸 Secondary (Transactional) Flow:

Home Page → Product Groupings → Product Destinations → Conversion actions (e.g., purchase)

📚 Content Exploration Flow:

Home Page or Concept Anchors → Listing Pages → Standard Pages or Product Destinations

General I.A. Guidelines:

  • Always connect broader, conceptual content (Concept Anchors) to detailed or goal-oriented content (Initiatives, Products, Listings).
  • Clearly define user goals on transactional pages; remove or minimize unrelated content.
  • Maintain consistent user expectations through predictable page structures and clear navigational relationships.

See how this applies to the ACC.org Concept Structure