Standard URLs work well within the site, and we will not change the URL structure of SF.gov for new URL requests.
The most effective way to get a strong, short URL is to create strong page titles focused on what users are coming to SF.gov to do. http://sf.gov/get-immigration-legal-help is a full URL, but should be short enough to fit on most advertising.
For MVP, the only service content types we have are transaction start pages and media (ie. PDF forms). Later, we may have other content that is related to a service or a transaction -- explainers, eligibility rules, fee charts, etc. Later later, we will have actual digital services.
Transaction start pages
Transaction start pages come right after the top-level domain, with no subdirectory. The URL uses the name of the service, including the verb. Note that “a” would be removed from “Apply for a cannabis equity permit”