Titles, Headings and Paragraphs

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.

Example:

Before: The Western New York area includes both the Buffalo and Niagara regions

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 follows.

Example:

Before: Buffalo has a lot of communities and neighborhoods
After: A great place to live

Example:

Before: There are many activities to get involved with in Buffalo
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 to say:

• 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 Web.
• One idea per paragraph for concise and clear messaging.
  

Example:

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.