Every page is a potential landing page. Following naming conventions ensures that every page sets up expectations that the rest of the site can fulfill.
For instance, we used the standard label “Programs of Study” as the place to find information about a department’s academic programs.
If your department uses “Academic Programs” instead, you make the website harder to navigate. If a visitor has already visited a department that uses the standard label, your site will be confusing. If that visitor comes to your site first, he or she will find the site that’s following the rules to be confusing.
A list of our standard labels can be found under How To Put Your Content in the Right Place. The Digital Team conducts ongoing research to determine the most effective labels for our content, and we inform web maintainers of any changes.