Marketing & search · Website help · Canonical and URL variants

Uppercase links create a second URL family

A campaign file uses capital letters in article routes while the site uses lowercase. Depending on routing, these may fail or create alternate copies.

What to change

Path casing can behave differently across hosting setups, so investigate the actual production behaviour before normalising links. Ask for examples of the variants already distributed through campaigns and documents. Agree one form for owned references and a deliberate compatibility rule where needed. Test the exact mixed-case address someone could copy from an old document rather than relying on a lowercased version of the test.

A worked example

Illustrative example

Illustrative test: Use a copied mixed-case campaign link and a normal library link.

How to check the result

Both journeys behave predictably and owned discovery files use the approved path casing.

A mistake to avoid

Assuming every server treats path casing identically can hide production-only faults.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

Entries stay in this page and are not submitted to Kay & Co. Download your notes before leaving; the page does not save them.

Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

Turn the brief into a working service

Kay & Co. can help you scope the work, design the experience and deliver the right solution for your organisation.

Explore marketing & search services or discuss your project.

Try the free Healthcare Digital Planner to find your starting priority.