Writing headings that fit any block

Say one thing

A heading should make a single claim. If it needs a comma and an and, it is two headings, and one of them belongs in the text below.

Keep it under ten words

Blocks balance their headings across lines, but they cannot make a long heading short. Ten words fit a hero on two lines and a card on three.

• Lead with the benefit, not the feature
• Use sentence case
• Skip the full stop unless the heading is a sentence you want to land

Let the text do the explaining

The paragraph under a heading is where details go. A heading that tries to explain everything ends up explaining nothing.