Help your readers gain a sense of your content at a glance with
these formatting suggestions.
A good page title is brief, descriptive and refers to the
contents of the page. It contains the most important information at
the start of the title and uses short, concise words.
Before: The Western New York area includes both the Buffalo and
After: The Buffalo-Niagara Region
Write headings so readers know exactly what the page is about
without reading it word for word. Headings and subheadings are very
important for easier scanning. As Web readers scan down a page,
they read the beginnings of headings more than the ends.
- Use concise, descriptive keywords about the topic at the
beginning of subheadings.
- In the heading or subheading, use key ideas for the text that
Before: Buffalo has a lot of communities and
After: A great place to live
Before: There are many activities to get involved with in
After: Year-round outdoor activities
The first paragraph of copy is where readers will skim to see if
they’re on the right page, and if you have anything of value
- Use short sentences: five to 10 words per sentence.
- Use short paragraphs: 50 words or fewer per paragraph.
- One-sentence paragraph is acceptable in writing for the
- One idea per paragraph for concise and clear messaging.
Our region is characterized by a neighborly way of life, an
unpretentious nature and spirited loyalty among residents. Those
only familiar with the area’s snowy stereotype are
immediately captivated by the region’s beauty, heritage,
temperate climate and welcoming feeling.