Writing headings

Headings are vital in web content. When used well, they can give users a quick idea of what’s on the page, and make the content look more inviting. Nothing puts users off faster than a wall of text.

Tips for web writers

  • Break up and organise content with headings
    • Group related paragraphs and label them with a heading
    • Try to label all the main parts of your content with a heading
    • Use a heading roughly every 2-4 paragraphs; a single paragraph under a heading is fine
    • Avoid creating pages with no sub-headings
  • Write meaningful, informative headings
    • Describe or summarise each topic, or communicate the key message
    • Try to answer questions rather than ask them
    • Avoid trying to be cute or catchy in favour of being clear and informative
    • Avoid bland headings such as ‘important information’
  • Use words familiar to your users
    • Use keywords (users’ search terms), particularly in the main heading
    • Avoid jargon, abbreviations and acronyms unless well known to your target audience
  • Begin with the most meaningful words
    • Avoid using the same word or phrase at the start of each heading
    • Use question-style headings sparingly as they can push meaningful words away from the start of a heading
  • Keep headings short
    • Avoid headings longer than about 8 words
    • Headings should not wrap to a second line
  • Write each heading in the same style
  • Use the relevant heading level tags (h1, h2, h3 and so on)
    • Your main heading should use the h1 tag
    • Use h2 for sub-headings
    • Use h3-h6 as needed to reflect the content structure
    • Don’t skip heading levels; h2 headings should always be nested under an h1, h3 headings under an h2 and so on
  • Never use heading tags for visual effect alone
    • If you need different sized or coloured headings or text, ask your web team to create some alternative styles
  • Write headings in sentence or title case
    • Don’t use uppercase unless you are locked into a ‘house’ style

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Version 1.0, November 2011