We try to lead off most pages with a couple lines, mixed case, in full sentence format.

The above intro is made by choosing the 'big callout' style. Read on for more info about recommended website style usage.

This is a heading 2

Use the heading styles (2 through 5)  as needed to create a logical hierarchy of content on the page. These typically are just a few words and not full sentences. Note that we use title case structure for these in most instances, although some are set to automatically capitalize... even if you TypE iT liKe thIS.

Why do we use headings? Not only do they provide a strong, visual organization that helps a user "scan and digest" information, Google will also use these to make sense of what you're saying. They are strictly used for organization as opposed to design... so you should never set a full paragraph with one of the styles for the sake of aesthetics or getting a user's attention. 


Lorem Ipsum Heading 3

This is a text set with the small callout style. They are brief, and typically full sentences.

The call out style above works well when used sparingly here and there to create visual dynamics or when you need a good lead in statement lower on the page. Much like the headings, you should not set full paragraphs with this style. The link above uses the "button" style. This should also be used sparingly, typically for a page's primary call-to-action.

The arrow link style below works well for secondary calls-to-action.

Arrow link

This is a heading 4 style

  • This is a bulleted list with the 'custom list' style applied
  • Note that it gives you fancy arrows instead of bullet dots
  • Bullet lists are good for short chunks of info
  • They don't look very nice if you try to put long paragraphs within them
Heading Number 5 is Right Here

How should we verbally format text links? Is there a best practice?

YES! Use the descriptive portion of the text as the link, and don't use "click here" phrasing. Google wants to analyze what you're linking to, and "here" just doens't cut it. Consider the following:

Click here to read an article about formatting links. (No!)

Click here to read an article about formatting links. (No! But getting there...)

For more info, check out this article about formatting links. (Hooray! We did it!)

Lastly, if it's an internal link that you're placing, the rule of thumb is to declare it "relatively" without the domain name in front. You set it up as "/page-url" insteand of "www.mysite.org/page-url". This omits an additonal http request (geek talk) and helps mitigate broken link issues down the road.