Titles and headings
Titles or headings: What’s the difference?
A heading marks a sub-section of a document.
The title of a document is really just a 'top-level' heading that identifies the document.
The title of a web page is usually the one and only heading that uses the <h1> HTML tag.
Motive Content Ltd applies many of the same rules to both headings and titles, so most of the time we refer only to headings in this guide.
Why good headings matter
Headings and good heading text are important for a number of reasons, not least because they:
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break up the text, making it more approachable and easier to absorb
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help readers to scan text quickly to find what they need (see Write for scanners, not readers)
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tell readers what each section is about — or in some cases, they can create intrigue
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improve 'findability' (including search engine optimisation — SEO — for web publications)
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improve predictability and trust (no-one wants to waste time on clicks that lead to irrelevant content)
Headings for digital and for print publications
Titles and headings for digital publications demand more thought than you might put into those for print publications. This is because the title will often appear without its supporting text and navigational context (for example, as a hyperlink, or as a search result).
However, a title or heading that works well for digital publications almost always works well for print too. This is just one of many reasons why it is good practice to use a 'Web first' approach, rather than 'print first'.
How to write effective headings
Some rules:
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Do make sure that headings are meaningful enough for the reader to have a good idea of what the content is about.
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Do be sure to use terms and phrases that your audience will understand immediately — this is even more important than it is with the main content.
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Do use only standard capitalisation, also known as 'sentence case'. Never use 'title case' or 'full caps'.
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Do not sacrifice clarity for the sake of an attempt to be clever or funny.
Some tips:
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When you revise content, check that the existing headings still work.
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A short question, statement, directive or call to action often works well as a heading.
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If you find it difficult to choose a good heading, it might be because you need to reorganise or simplify the content itself.
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Generic headings like 'Introduction' and 'Conclusion' have their place in certain types of standardised documentation. But in general, aim for headings that are more engaging and informative.
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Although simple nouns can work well as major section titles in a user interface (News, Events, Products), they don’t make good document headings. Use a phrase to communicate more meaning. For example, compare Packages with Packages: Choose the installer that is best for you.
Related information
Architecture and navigation of headings
You should not need a deep hierarchy of headings.
Many web pages need only a single level of headings (<h2>) below the title (<h1>).
More complex documents and user interfaces do involve more levels, but take care to think about where you can 'flatten' and simplify the architecture.
Deep hierarchies are a relic of the past and they translate poorly to modern digital publications. We don’t want headings that become 'empty topics' and we don’t want to force the reader to make many clicks to reach content.
While logical hierarchies provide order and context, they are often excessive. The methods that you use to flatten a particular hierarchy without loss of context will vary according to the nature of the content, but you may be able to transform it like this:
| Original deep hierarchy — undesirable | New flattened hierarchy — preferable |
|---|---|
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Ideally, your output is destined for a user interface or template in which headings are easy to see and to navigate. If not, think about whether you should create a hyperlinked list of the headings near the start of the content. This is often especially helpful for FAQ pages or sections — or, in a more dynamic interface, an expandable list is usually the better solution (often called an 'accordion').