International tax regimes are diverse, complex and variant, and are usually full of fixed dates, terms and deadlines. These dates, terms and deadlines need to be observed carefully in order to avoid penalties and to receive certain tax reliefs or exemptions. At year end these obligations become even more difficult to understand and fulfil, particularly for real estate investors with investments in numerous countries.
This publication gives investors and fund managers an overview of year-end considerations and important issues in real estate taxation in 34 tax systems worldwide. Furthermore, it highlights what needs to be considered in international tax planning and the structuring of real estate investments.
Template types
Industry landing page
| Purpose | Industry landing pages are meant to be entry points for new and returning visitors. Should be running as landing pages and drive traffic down the funnel. |
| What does the user want to do? | Industry landing pages should be the central location of all information within a subject area. They should have a clear flow of ideas and interactions which focus on one purpose. The content and page layout should naturally lead the visitor from the page top to bottom. |
| Tone | Keep sentences short and easy to digest. |
| Author | Company or team based |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
The metadata label will display as “Insight”, even though internally we refer to it as “Insight Experience”
Create your industry landing page with your main user needs in mind.
Be consistent with the selected page layout.
Include clear navigation to other pages where appropriate (e.g. Secondary Navigation to main industry subpages).
Encourage visual attention to the most important content.
Enhance readability, alternating different headings and body copy.
Make your content easy to understand, following a logical structure with the most important information at the top of Keep sentences short and easy to digest.
the page.
Be consistent with column layouts.
Use coloured backgrounds for text sections and break up the page with images.
Support your content with video and images whenever possible, but don’t overwhelm the page.
Reading flow
The industry page begins with an overview that defines the industry and briefly outlines key challenges, opportunities, risks and trends. These topics are further explored in the second section which explores key issues and validates PwC’s awareness of industry issues. The page then continues to outline how PwC can help, optionally includes proof points, then featured thought-leadership and recent insights. The page concludes with a contact form and geo-targeted industry contacts.
Don’ts
Don't change the page hero component (landing page hero) to another hero
Don’t create an industry landing page with more than 8 sections.
Don’t use the same component more than once on the page except the CTA (e.g. collection component, summary explorer component).
Don’t stack two CTA components on top of each other.
Don’t use the first free section on the page to promote content. The first section should always be an introduction to what this page is about.
Don’t use tabs component to promote industry subpages as it doesn’t get as much interaction as the Secondary Navigation.
Don’t use more than one background colour on the page (except our standard white and light gray background).
Featured content panel to showcase key campaigns, webcasts, events, etc. (This component right below the hero will drive away users attention to other pages )
Recommended components
Both Level 2 and Level 3 page and subpage follow the same optimised wireframe.
A level 2 pages should concisely address the main pillars of an issue (e.g., key challenges for an industry, or broad challenges/problems that a service addresses. The Level 2 page needs broad strokes that engage the user and bring them down to the Level 3 page.
A level 3 page (sub-landing page) then provides an additional layer of detail and specifics.
Hero Title
hero image with the page title and a short description of what this page is about. (On level 2 only use the "level 1/2 landing page" hero)
Content
Make sure there is an intro section in place on the Industry in general that interests the user to navigate to the sub-pages. This section could include a text component, video, images/gifs relevant to the topic.
Secondary navigation (Simple/Complex)
Navigation to the main pages in this site section (Secondary Navigation component required if the industry subpages exist).
Collection (Simple)
A collection of the most relevant content (Thought Leadership and insights).
Contacts
Team/Contacts section showcasing the leadership.
Optional components
Additional one or two sections max if there is more content to display on the page.
Webtile/CTA that could link to a contact us form or to subscribe to receive updates on new content posted via the Preference Center.
Contact us form added in the Bottom Kick component or a Webtile/CTA that links to a stand alone form page.
Template KPIs
Next page path: consider user journey as visitors move along their touchpoints through a Sec Nav component
Time on page: expected to be lower for industry landing and subpages, higher for industry content detail pages
Integrated calls to action: higher engagement with specific elements/components on the page (CTA, Featured content, etc.)
Bounce rate: expected to correlate with the Time on site
- Referrers: User engagement against each traffic channel
Industry sub-landing page
| Purpose | Engage users to the point of contact. Quality of content, rather than quantity, is foremost in achieving this goal. |
| What does the user want to do? | Designed to be used for all top-level service/sector subpages. The page should have a clear flow of ideas and interactions that focus on one purpose. Content and page layout should naturally lead the visitor from top to bottom. For these pages, providing fewer engagement choices is better to achieve lead generation and to encourage user engagement.
|
| Tone | Keep sentences short and easy to digest. |
| Author | Company or team based |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
- The metadata label will display as “Insight”, even though internally we refer to it as “Insight Experience”.
Create your industry landing page with your main user needs in mind.
Be consistent with the selected page layout.
Follow previously-created page structures, when applicable.
Include clear navigation to other pages where appropriate (e.g. Secondary Navigation to main industry subpages).
Encourage visual attention to the most important content.
Enhance readability, alternating different headings and body copy.
Make sure your content is easy to understand, following a logical structure such that the most important information is at the top of the page. Be consistent with column layouts.
Be consistent with column layouts.
Use coloured backgrounds for text sections and break up the page with images.
Support your content with video and images whenever possible, but don’t overwhelm the page.
Reading flow
The industry page begins with an overview that defines the industry and briefly outlines key challenges, opportunities, risks and trends. These topics are further explored in the second section which explores key issues and validates PwC’s awareness of industry issues. The page then continues to outline how PwC can help, optionally includes proof points, then featured thought-leadership and recent insights. The page concludes with a contact form and geo-targeted industry contacts.
Don’ts
Don’t create an industry landing page with more than 9 sections.
Don’t use the same component more than once on the page except the CTA (e.g. collection component, summary explorer component).
Don’t stack two CTA components on top of each other.
Don’t use the first free section on the page to promote content. The first section should always be an introduction to what this page is about.
Don’t use tabs component to promote industry subpages as it doesn’t get as much interaction as the Secondary Navigation.
Don’t use more than one background colour on the page (except our standard white and light gray background).
Featured content panel to showcase key campaigns, webcasts, events, etc. (This component right below the hero will drive away users attention to other pages )
Recommended components
A level 3 page provides an additional layer of detail and specifics.
Hero Title
hero image with the page title and a short description of what this page is about. (On level 3 only use the "level 3 landing page" hero)
Content
Make sure there is an intro section in place on the page in general that interests the user. This section could include a text component, video or images/gifs relevant to the topic.
Secondary navigation (Simple/Complex)
Navigation to sub-service/sub-sector pages or other industry/service offering pages in this site section (Sec. Nav component required if the industry/service subpages exist).
Collection (Simple)
A collection of the most relevant content (Thought Leadership and insights).
Contacts
Team/Contacts section showcasing the leadership.
Webtile/CTA that links to a Contact us form page or a form added in the Bottom Kick to start a conversation with the team.
Optional components
Additional one or two sections max if there is more content to display on the page.
Webtile/CTA that could link to a contact us form or to subscribe to receive updates on new content posted via the Preference Center.
Contact us form added in the Bottom Kick component or a Webtile/CTA that links to a stand alone form page.
Template KPIs
Next page path: consider user journey as visitors move along their touchpoints through a Sec Nav component
Time on page: expected to be lower for industry landing and subpages, higher for industry content detail pages
Integrated calls to action: higher engagement with specific elements/components on the page (CTA, Featured content, etc.)
Bounce rate: expected to correlate with the Time on site
- Referrers: User engagement against each traffic channel
Issues/Thoughts Leadership (TL) landing page
Issues/Thoughts Leadership (TL) sub-landing page
Services landing page
| Purpose | Services landing pages are meant to be entry points for new and returning visitors. Should be running as landing pages and drive traffic down the funnel |
| What does the user want to do? | Services landing pages should be the central location of all information within a subject area. They should have a clear flow of ideas and interactions which focus on one purpose. The content and page layout should naturally lead the visitor from the page top to bottom. |
| Tone | Keep sentences short and easy to digest. |
| Author | Company or team based |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
- The metadata label will display as “Insight”, even though internally we refer to it as “Insight Experience”.
Create your industry landing page with your main user needs in mind.
Be consistent with the selected page layout.
Follow previously-created page structures, when applicable.
Include clear navigation to other pages where appropriate (e.g. Secondary Navigation to main industry subpages).
Encourage visual attention to the most important content.
Enhance readability, alternating different headings and body copy.
Make your content easy to understand, following a logical structure with the most important information at the top of Keep sentences short and easy to digest the page.
Be consistent with column layouts.
Use coloured backgrounds for text sections and break up the page with images.
Support your content with video and images whenever possible, but don’t overwhelm the page.
Reading flow
The service page follows a similar on-page funnel. It begins with outlining the high level service and the opportunities and risks it addresses. This is then further explores the types of situations or transactions where this service would be valuable. It proves PwC’s understanding of the challenge or opportunity. The page then continues to outline how PwC can help by detailing the service, its benefits and attributes that makes the service valuable and if applicable differentiates PwC. The page then concludes with case studies or proof points, featured thought-leadership, a contact form and geo-targeted contacts.
Don’ts
- Create an industry landing page with more than 8 sections.
Use the same component more than once on the page except the CTA (e.g. collection component, summary explorer component).
Stack two CTA components on top of each other.
Use the first free section on the page to promote content. The first section should always be an introduction to what this page is about.
Use tabs component to promote industry subpages as it doesn’t get as much interaction as the Secondary Navigation.
Use more than one background colour on the page (except our standard white and light grey background).
Featured content panel to showcase key campaigns, webcasts, events, etc. (This component right below the hero will drive away users attention to other pages )
Recommended components.
Both Level 2 and Level 3 page and subpage follow the same optimised wireframe.
A level 2 pages should concisely address the main pillars of an issue (e.g., key challenges for an industry, or broad challenges/problems that a service addresses. The Level 2 page needs broad strokes that engage the user and bring them down to the Level 3 page.
A level 3 page (sub-landing page) then provides an additional layer of detail and specifics.
Hero Title
hero image with the page title and a short description of what this page is about.
Content
Make sure there is an intro section in place on the Industry in general that interests the user to navigate to the sub-pages. This section could include a text component, video, images/gifs relevant to the topic.
Secondary navigation (Simple/Complex)
Navigation to the main pages in this site section (Secondary Navigation component required if the industry subpages exist).
Collection (Simple)
A collection of the most relevant content (Thought Leadership and insights).
Contacts
Team/Contacts section showcasing the leadership.
Optional components
Webtile/CTA that could link to a contact us form or to subscribe to receive updates on new content posted via the Preference Center.
Contact us form added in the Bottom Kick component or a Webtile/CTA that links to a stand alone form page.
Additional one or two sections max if there is more content to display on the page.
Template KPIs
Next page path: consider user journey as visitors move along their touchpoints through a Sec Nav component
Time on page: expected to be lower for industry landing and subpages, higher for industry content detail pages
Integrated calls to action: higher engagement with specific elements/components on the page (CTA, Featured content, etc.)
Bounce rate: expected to correlate with the Time on site
- Referrers: User engagement against each traffic channel
Services sub-landing page
| Purpose | Engage users to the point of contact. Quality of content, rather than quantity, is foremost in achieving this goal. |
| What does the user want to do? | Designed to be used for all top-level service/sector subpages. The page should have a clear flow of ideas and interactions that focus on one purpose. Content and page layout should naturally lead the visitor from top to bottom. For these pages, providing fewer engagement choices is better to achieve lead generation and to encourage user engagement. |
| Tone | Keep sentences short and easy to digest. |
| Author | Company or team based |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
- The metadata label will display as “Insight”, even though internally we refer to it as “Insight Experience”.
Create your industry landing page with your main user needs in mind.
Be consistent with the selected page layout.
Follow previously-created page structures, when applicable.
Include clear navigation to other pages where appropriate (e.g. Secondary Navigation to main industry subpages).
Encourage visual attention to the most important content.
Enhance readability, alternating different headings and body copy.
Make sure your content is easy to understand, following a logical structure such that the most important information is at the top of the page. Be consistent with column layouts.
Be consistent with column layouts.
Use coloured backgrounds for text sections and break up the page with images.
Support your content with video and images whenever possible, but don’t overwhelm the page.
Don’ts
Don’t create an industry landing page with more than 9 sections.
Don’t use the same component more than once on the page except the CTA (e.g. collection component, summary explorer component).
Don’t stack two CTA components on top of each other.
Don’t use the first free section on the page to promote content. The first section should always be an introduction to what this page is about.
Don’t use tabs component to promote industry subpages as it doesn’t get as much interaction as the Secondary Navigation.
Don’t use more than one background colour on the page (except our standard white and light gray background).
Recommended components
A level 3 page provides an additional layer of detail and specifics.
Hero Title
hero image with the page title and a short description of what this page is about.
Content
Make sure there is an intro section in place on the page in general that interests the user. This section could include a text component, video or images/gifs relevant to the topic.
Secondary navigation (Simple/Complex)
Navigation to sub-service/sub-sector pages or other industry/service offering pages in this site section (Sec. Nav component required if the industry/service subpages exist).
Collection (Simple)
A collection of the most relevant content (Thought Leadership and insights).
Contacts
Team/Contacts section showcasing the leadership.
Webtile/CTA that links to a Contact us form page or a form added in the Bottom Kick to start a conversation with the team.
Optional components
Featured content panel to showcase key campaigns, webcasts, events, etc.
Additional one or two sections max if there is more content to display on the page.
Webtile/CTA that could link to a contact us form or to subscribe to receive updates on new content posted via the Preference Center.
Contact us form added in the Bottom Kick component or a Webtile/CTA that links to a stand alone form page.
Template KPIs
Next page path: consider user journey as visitors move along their touchpoints through a Sec Nav component
Time on page: expected to be lower for industry landing and subpages, higher for industry content detail pages
Integrated calls to action: higher engagement with specific elements/components on the page (CTA, Featured content, etc.)
Bounce rate: expected to correlate with the Time on site
- Referrers: User engagement against each traffic channel
Blogs page
| Purpose | Opinion-led commentary on topical issues |
| What does the user want to do? | Understand PwC’s opinion on a specific topic or issue. Read the content without unnecessary distractions, and if insightful, find other articles by the same author |
| Tone | Personal opinion and conversational |
| Author | Usually a single author but definitely no more than 4 |
| Length | 750 words maximum |
| Speed | 2 days or less, depending on review and sign-off process |
| KPIs |
|
Things to note
- The metadata label will display as “Blog”
Utilise the hero with no image to save time on image selection
Use author (top) component to introduce author(s)
A CTA, quote or stat should appear every 220-300 words to urge users to read on
Read time formula = (number of words / 250) + 3 mins per data visualisation
Must include author (top) component
Recommended components
Hero without an image
The metadata label should be set as ‘Blog’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Author (top) component (available late 2023)
Text component - new center aligned option without column control
Optional components
Webtile V2, Image, Video, Quote Large V2 or Stat - should appear every 220-300 words to urge users to read on
Signpost at the bottom of the page with sign up/download
Collections components can be used to introduce more relevant content at the bottom of the page.
Template KPIs
Get the user to read the content and get to the bottom of the page
Interact with the author(s)
Explore additional content authored by the same writer or related to the same theme
- Read more relevant content or navigate to site-wide campaigns
Case Studies page
| Purpose | Marketing and new business focused content |
| What does the user want to do? | Find evidence that PwC can solve the challenges they face, understand the process and outcomes, and find out who to contact |
| Tone | Factual storytelling (first or 3rd person) |
| Author | Company or team based |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
- The metadata label will display as “Case study”.
A CTA, asset, data visualisation, quote or stat should appear every 220-300 words to urge users to read on. (Only if it makes sense - not for poor decoration)
Utilise the case study overview component, under the hero, to include the company logo and to summarise the industry, our role (PwC) and any features.
Read time formula = (number of words / 250) + 3 mins per data visualisation.
Case study overview
The case study overview is a summary highlighting key information from case study reading formats, including industry, PwC's role, and other featured info.
It can only be used below a Hero - with an image. If there's summary text in the hero, the component sits below it; otherwise, it sits below the metadata.
The text fields are free-text fields, meaning you can enter any relevant information. However, for consistency and uniformity, we strongly advise adhering to the specified labels as mentioned above.
The default variation of this component includes an asset in the first panel, which should be the logo of the company featured in the case study. The logo should have a transparent background to seamlessly blend with the overall design. It is essential to use the asset exclusively for displaying the company's logo and refrain from using it for any other type of image.
Ideally, the company logo used in the component should be monotone, provided it aligns with the company's brand guidelines. If not a coloured version can be used.
The dimension for the logo asset is 312 x 141px, the same image will be used for all breakpoints as the ratio is the same.
The character limit for the title is 65, including spaces. The character limit for the text is 80, including spaces.
Two or more of these components should not be stacked on top of one another. This breaks up a user's reading flow and best practice.
The Case Study Overview component should not be used with the Author (top) component. However, if there is a situation where they have to be used together, the correct order is to place the Case Study Overview first, followed by the Author (top) component.
Recommended components
Hero with image
Include summary text to introduce content themes
The metadata label should be set as ‘Case study’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Case study overview component, under the hero, to include the company logo and to summarise the industry, our role (PwC) and any other features
Text component - new center aligned option without column control.
Optional components
Stats, Video, Image, Quote Large V2 - should appear every 220-300 words to urge users to read on
Stats - use a variety of stats to visually present qualitative data
Video and Image - include video and imagery relevant to the case study
Quote Large V2 - include a direct quote from company contact
Chapter titles, without image
Signpost at the bottom of the page with sign up/download
Collections component to introduce more relevant content at the bottom of the page.
Template KPIs
Get the user to read the content and get to the bottom of the page
Understand key takeaways
Tell the story of how PwC effectively resolved the client's issues
Interact with the author(s)
Read more relevant content or navigate to site-wide campaigns
Press release page
| Purpose | Factual statements, updates and soundbites on behalf of the firm |
| What does the user want to do? | Get the facts, then know who to contact if further information is needed |
| Tone | Factual, from the PwC perspective |
| Author | Partner and appropriate person (Corporate Affairs will draft) |
| Length | As needed |
| Speed | As needed |
| KPIs |
|
Things to note
- The metadata label will display as “Press release”
Utilise the hero with no image to save time on image selection
A CTA, asset, data visualisation, quote or stat should appear every 220-300 words to urge users to read on
Read time formula = (number of words / 250) + 3 mins per data visualisation
Recommended components
Hero without an image (white background)
The metadata label should be set as ‘Press Release’
Read time formula = (number of words / 250) + 3 minutes per data visualisation
Text component - new center aligned option without column control.
Optional components
Accordion component can be used to provide additional supporting information
Quote Large V2 and Stats where appropriate, to add variation to the Press Release
Author (bottom)
Template KPIs
Get the user to read the content and get to the bottom of the page
Easily understand the content and methodology
Interact with the author(s) and contributor(s)
- Read more relevant content or navigate to site-wide campaigns
Insight Light- Enhanced Hero
Insight Light Standard
| Purpose | Showcase PwC's valuable, innovative, and practical insights across diverse topics and industries, addressing critical client concerns through thorough research and practical experience |
| What does the user want to do? | Understand why the issue is important to them before delving into how PwC can provide specific assistance. Identify the appropriate contacts for further information on the matter. If relevant, explore related content to gain a comprehensive understanding |
| Tone | Authoritative and pragmatic - “voice of select knowledge/client leaders” - balance of evidence, interpretation, and prescriptive advice |
| Author | 1-4 authors, typically partners with deep expertise serving clients on the issue in question |
| Length |
|
| Speed | Aim to publish signed-off and risk-reviewed pieces within 2 weeks from completion to digital publication. In cases of exceptional market need, a rapid approach can be utilised to speed up the process |
| KPIs |
|
Things to note
The metadata label will display as “Insight”, even though internally we refer to it as “Insight Light”.
A CTA, asset, data visualisation, quote or stat should appear every 220-300 words to urge users to read on.
Read time formula = (number of words / 250) + 3 mins per data visualisation.
Chapter headings are optional, but advised.
Recommended components
Hero without an image
The metadata label should be set as ‘Insight’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Progress indicator V2 (available late 2023) to allow users to anchor to sections relevant to them
Text component - new center aligned option without column control.
Optional components
Webtile V2, Image, Video, Quote Large V2, Accordion or Stat - should appear every 220-300 words to urge users to read on
Cross-page navigation, if part of a larger campaign
Chapter titles, without image (2-4 is recommended)
Signpost at the bottom of the page with sign up/download
Author (bottom) (available late 2023) with contributors component variation, if relevant
Collections component can be used to introduce more relevant content at the bottom of the page
Template KPIs
Understand that the content is significant and esteemed, but not flagship
Get the user to read the content and get to the bottom of the page
Interact with data visualisations
Interact with the author(s) and contributor(s)
Get the user to right content for their territory (if appropriate)
Get the user to sign-up/download content
- Read more relevant content or navigate to site-wide campaigns
Survey/report page (Insights Experience)
| Purpose | This brand-defining insight should be supported by research and should delve deep into critical business/management topic(s) |
| What does the user want to do? | Read a summary to understand the top-line insights, before drilling into the content most relevant to them. If available, download for offline reading, or listen to an audio version |
| Tone | Authoritative voice of PwC |
| Author | Content creation is supported by sponsoring partner(s), additional SMEs/stakeholders, and a project manager from the practice/platform |
| Length |
|
| Speed | After it has been signed off and reviewed for risk, the usual process time is 3 weeks+. However, in urgent cases of exceptional market need, a rapid version can be produced and published within 72 hours, with streamlined approvals |
| KPIs |
|
Things to note
The metadata label will display as “Insight”, even though internally we refer to it as “Insight Experience”
To add a touch of dynamism and captivate users, consider integrating a video or animated graphic into the hero - with image (This should be done only in exception we don't want to end up with a lot of distracting animations/videos in the header. Actually this hero component do not offer this functionality - but we are looking in such an update.)
A CTA, asset, data visualisation, quote or stat should appear every 220-300 words to urge users to read on
Read time formula = (number of words / 250) + 3 mins per data visualisation
Must include chapter headings - if there are more than 3 chapters.
Recommended components
Hero with image
Include summary text to introduce content themes
The metadata label should be set as ‘Insight’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Progress indicator V2 (available late 2023) to allow users to anchor to sections relevant to them
Chapter titles (4+ is recommended - The advised character count for the chapter header is 80 characters including spaces.)
Text component - new center aligned option without column control
Signpost at the bottom of the page with sign up/download
Optional components
Webtile V2, Image, Video, Quote Large V2, Accordion or Stat - should appear every 220-300 words to urge users to read on
Cross-page navigation, if part of a larger campaign
Author (bottom) (available late 2023) with contributors component variation, if relevant
Collections component can be used to introduce more relevant content at the bottom of the page
Template KPIs
Understand that this is flagship content
Get the user to read the content and get to the bottom of the page
Interact with data visualisations
Interact with the author(s) and contributor(s)
Get the user to right content for their territory (if appropriate)
Get the user to sign-up/download content
- Read more relevant content or navigate to site-wide campaigns
Hubs/Micro-site page - full (TLA)*
Hubs/Micro-site page - light (Quad)*
Podcast landing/collections page
| What does the user want to do? | Understand PwC’s opinion on a specific topic or issue. Read the content without unnecessary distractions, and if insightful, find other articles by the same author |
| Tone | Personal opinion and conversational |
| Author | Usually a single author but definitely no more than 4 |
| Length | 750 words maximum |
| Speed | 2 days or less, depending on review and sign-off process |
| KPIs |
|
Things to note
The metadata label will display as “Blog”
Utilise the hero with no image to save time on image selection
Use author (top) component to introduce author(s)
A CTA, quote or stat should appear every 220-300 words to urge users to read on
Read time formula = (number of words / 250) + 3 mins per data visualisation
Must include author (top) component
Recommended components
Hero without an image
The metadata label should be set as ‘Blog’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Author (top) component (available late 2023)
Text component - new center aligned option without column control
Optional components
Webtile V2, Image, Video, Quote Large V2 or Stat - should appear every 220-300 words to urge users to read on
Signpost at the bottom of the page with sign up/download
Collections component can be used to introduce more relevant content at the bottom of the page.
Template KPIs
Get the user to read the content and get to the bottom of the page
Interact with the author(s)
Explore additional content authored by the same writer or related to the same theme
- Read more relevant content or navigate to site-wide campaigns
Podcast sub-landing - basis
| Purpose | Podcast detail pages are designed to feature individual podcast episodes that could be also part of a series. It should have a clear flow of ideas, highlighting the embed player as a focus. |
| What does the user want to do? | Understand PwC’s opinion on a specific topic or issue. Read the content without unnecessary distractions, and if insightful, find other articles by the same author |
| Tone | Personal opinion and conversational |
| Author | Usually a single author but definitely no more than 4 |
| Length | 750 words maximum |
| Speed | 2 days or less, depending on review and sign-off process |
| KPIs |
|
Things to note
The metadata label will display as “Blog”
Utilise the hero with no image to save time on image selection
Use author (top) component to introduce author(s)
A CTA, quote or stat should appear every 220-300 words to urge users to read on
Read time formula = (number of words / 250) + 3 mins per data visualisation
Must include author (top) component
Recommended components
Hero without an image
The metadata label should be set as ‘Blog’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Author (top) component (available late 2023)
Text component - new center aligned option without column control
Optional components
Webtile V2, Image, Video, Quote Large V2 or Stat - should appear every 220-300 words to urge users to read on
Signpost at the bottom of the page with sign up/download
Collections component can be used to introduce more relevant content at the bottom of the page.
Template KPIs
Get the user to read the content and get to the bottom of the page
Interact with the author(s)
Explore additional content authored by the same writer or related to the same theme
- Read more relevant content or navigate to site-wide campaigns
Podcast sub-landing page - expanded
Campaign page
| Purpose | Campaign pages are designed to showcase campaign key messages, findings, rich media content and distinct subsections. |
| What does the user want to do? | Goal is awareness, bringing in new visitors and optimising them so the traffic gets directed to the next pages within the funnel. |
| Tone | Understand PwC’s opinion on a specific topic or issue, factual, good story, valuable content |
| Author | 1-4 authors, typically partners with deep expertise serving clients on the issue in question |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
To add a touch of dynamism and captivate users, consider integrating a video or animated graphic into the intro - with image.
Start your campaign page with a good story, valuable content, and great page design. Your page should have a clear flow of ideas and interactions which focus on one purpose. Your content and page layout should naturally lead the visitor from top to bottom.
Make the page design functional and effective. Include visual elements and imagery but don’t overwhelm the user. Videos and animations in page headers can distract visitors from your page content. If you decide to implement one, consider having it only play once and stop. Simple animations can be looped.
If using a long-form page template with more than 5 sections, include a Progress Indicator. Do not use on page navigation such as images with anchor links as it’s not always intuitive for the use.
If using a Superhero template, don’t include too much text in the intro block with the page title as it makes this page section layout unbalanced and too long to scroll through. Intro section character limit: 300.
Include main Service offerings/Products pages that are relevant to the topic via Sec Nav component where appropriate.
When needed to promote campaign sub-pages, use a simple column control layout with image/text and button. Sec Nav component can be also considered if there is no need to include any description.
Limit the clickable items on your page to the most important ones. Make sure that design does not overwhelm visitors with points of engagement: CTAs, “Learn more”, items to click on.
Single page vs. a microsite
On average, only 5-6% of the campaign landing page visitors continue their journey to sub-pages. One of the exceptions we found is the AI Predictions 2021 campaign page (custom Tech Effect page template) where 26% of traffic from the campaign landing page went to campaign subpages.
Use a single long-form page with the strong content instead of the microsite.
Use a microsite approach if a campaign has a lot of good quality to be broken down into individual pages. Another reason to use a microsite approach if the campaign has a publishing schedule and could be considered as a stand alone topic coverage page (e.g. AI Predictions 2021 Asset & Wealth Management page). If using this approach, make sure there is a navigation in place to campaign sub-pages on each page.
Recommended components
Tabs component is one of the top engaged components on the page. Ideal for revealing high-level content and is often used for key findings. Depending on the amount and type of content to display, select the option that fits your page layout the most. Not recommended to use for navigational purposes (campaign sub-pages) but could still be an option if necessary.
In-text link is another element that users engage on the page a lot. Use in-text links to promoted relevant content when appropriate.
Images/graphics/animated gifs: Use images/gifs that contribute to the story of the page. Animated gifs can be engaging but make sure it adds value to the page and don’t confuse the user (e.g. gif on 4IReady page that gave impression that each icon was clickable).
Videos: When adding videos to the Superhero page template, make it clear for the user that it’s a video by adding a video title/description next to it. Don’t add any additional elements such as buttons to other content in that block that distracts user from watching a video (e.g. “The PwC journey” section on NWNS page)
Featured content: Use this component to promote relevant content (webcast, event, blog, TL) but don’t include this component at the top of the page not to distract user’s attention from the page.
Quizzes: Based on the existing data, users don’t engage with quizzes on the page that are decorative. Before implementing quizzes on the page, analyze what value it would add to the page. What’s the main purpose, audience, KPI. Use existing quiz components before implementing something completely new (more cost effective).
Summary explorer: This component is good for displaying large amount of content that allows users to view in-depth information while remaining within the context of a campaign or landing page.
Highlights and Link Explorer components are good to display high-level information on products/services/features in a single page section rather than adding individual page sections for each or building dedicated pages for each.
Forms: There is no correlation between form submits and campaign page template and/or type of the form used. Select the option (Bottom Kick, embedded on page, or standard CTA to the form page URL) that works best for your campaign strategy, page KPIs, design, and content.
Optional components
Cross-page navigation, if part of a larger campaign
Chapter titles, without image (2-4 is recommended)
Signpost at the bottom of the page with sign up/download
Author (bottom) with geolocalization, if relevant
Collections component can be used to introduce more relevant content at the bottom of the page
Template KPIs
Understand that the content is significant and esteemed, but not flagship
Get the user to read the content and read more relevant content or navigate to site-wide campaigns
Interact with data visualisations
Interact with the author(s) and contributor(s)
- Get the user to right content for their territory (if appropriate)
Events landing page
Event page
| Purpose | Opinion-led commentary on topical issues |
| What does the user want to do? | Understand PwC’s opinion on a specific topic or issue. Read the content without unnecessary distractions, and if insightful, find other articles by the same author |
| Tone | Personal opinion and conversational |
| Author | Usually a single author but definitely no more than 4 |
| Length | 750 words maximum |
| Speed | 2 days or less, depending on review and sign-off process |
| KPIs |
|
Things to note
The metadata label will display as “Blog”
Utilise the hero with no image to save time on image selection
Use author (top) component to introduce author(s)
A CTA, quote or stat should appear every 220-300 words to urge users to read on
Read time formula = (number of words / 250) + 3 mins per data visualisation
Must include author (top) component
Recommended components
Hero without an image
The metadata label should be set as ‘Blog’
Read time formula = (number of words / 250) + 3 minutes per
data visualisation
Author (top) component (available late 2023)
Text component - new center aligned option without column control
Optional components
Webtile V2, Image, Video, Quote Large V2 or Stat - should appear every 220-300 words to urge users to read on
Signpost at the bottom of the page with sign up/download
Collections component can be used to introduce more relevant content at the bottom of the page.
Template KPIs
Get the user to read the content and get to the bottom of the page
Interact with the author(s)
Explore additional content authored by the same writer or related to the same theme
- Read more relevant content or navigate to site-wide campaigns
Umbrella page
| Purpose | LoS umbrella pages are meant to be the top funnel pages serving as entry points for new and returning visitors into pwc.com.They should convince users to take an action or help facilitate navigation to the main LoS landing pages in a respective section of the site (e.g. Consulting umbrella page promotes main LoS landing pages in the section: Deals, Cloud & Digital, Transformation, Risk & Regulatory, etc.). |
| What does the user want to do? | Services landing pages should be the central location of all information within a subject area. They should have a clear flow of ideas and interactions which focus on one purpose. The content and page layout should naturally lead the visitor from the page top to bottom. |
| Tone | Keep sentences short and easy to digest. |
| Author | Company or team based |
| Length | As needed |
| Speed | As needed (designer needed for asset creation) |
| KPIs |
|
Things to note
Create your LoS umbrella landing page with your main user needs in mind.
Include clear navigation to other pages where appropriate (e.g. Secondary Navigation to main industry subpages).
Encourage visual attention to the most important content.
Enhance readability, alternating different headings and body copy.
Make your content easy to understand, following a logical structure with the most important information at the top of Keep sentences short and easy to digest the page.
Reading flow
LoS umbrella pages are designed as the central location for all information within a subject area. These pages highlight main LoS pages in the section.
Don’ts
Create a LoS umbrella page with more than 10 sections.
Use the same component more than once on the page except the CTA (e.g. collection component, summary explorer component).
Stack two CTA components on top of each other.
Use the first free section on the page to promote content. The first section should always have links to the main pages in this site section.
Use tabs component to promote industry subpages as it doesn’t get as much interaction as the Secondary Navigation.
Use more than one background color on the page (except our standard white and light gray background).
Featured content panel to showcase key campaigns, webcasts, events, etc. (This component right below the hero will drive away users attention to other pages )
Recommended sections and components.
Sections:
A hero image with the page title and a short description of what this page is about, along with the cards to the main LoS pages (8 cards max).
Navigation to additional pages in this site section (Sec Nav component required) along with an intro paragraph (optional) on the LoS overall that allows to interest the user and navigate to the sub-pages.
Optional components
Secondary navigation (Simple/Complex)
Collection
Webtile/CTA that could link to a contact us form or to subscribe to receive updates on new content posted via the Preference Center.
Contact us form added in the Bottom Kick component or a Webtile/CTA that links to a stand alone form page.
Additional one or two sections max if there is more content to display on the page.
Suggested template KPIs
Next page path/downstream path: consider user journey as visitors move along their touchpoints through a Sec Nav component
Time on page: expected to be lower for LoS umbrella pages, higher for LoS landing pages
Integrated calls to action: higher engagement with specific elements/components on the page (CTA, Featured content, etc.)
Bounce rate: expected to correlate with the Time on site; expect a lower bounce rate compared to site avg. since page is intended to funnel users downstream
- Referrers: User engagement against each traffic channel
© 2017 - 2025 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details. This content is for general information purposes only, and should not be used as a substitute for consultation with professional advisors.