Tips for Writing Headings

Good headings help users quickly understand what’s on the page. They make content look more inviting. Nothing puts users off faster than a wall of text.

• Organize content with headings

  Group related paragraphs and label them with a sub-heading.

• State the central topic in the main heading

  Ensure your main heading communicates the topic of the page. Aim for an overlap between the main heading phrase and the page.

• Write meaningful sub-headings

  Identify, describe or summarize the content that follows. Think of headings as signposts that tell users what’s coming.

• Begin with informative words

  Avoid wordy or repetitive phrases at the start of headings. Use question-style headings sparingly as they can push more meaningful words out of view. 

• Use words your users understand

  Don’t force users to interpret your headings. Use words they are familiar with. Avoid jargon and abbreviations unless they are well known to your target audience.

• Show structure with relevant heading level tags

  Use the Heading 2 format for your main heading and Heading 3 format for sub-headings. Use lower-level headings to reflect a deeper heading hierarchy. Don’t choose heading level tags just for their size. 

• Don’t misuse heading level tags

  Don’t use a heading format for text that is not a heading. If you need larger text for emphasis, use a text style such as Lead, Hero or Supersize.

• Keep headings concise

  Don’t waste words. If a heading wraps to a second line on a computer screen, it may wrap over several lines on a mobile phone screen.

• Avoid using all capitals

  All caps can pose a problem for accessibility and readability.

• Avoid creating content without sub-headings

  Look for opportunities to add helpful labels whenever you have more than a few paragraphs of content.