...
- Degree comparison project (very granular since copy choices affected the complexity of the code)
- About page
For Webpages
General guidelines
Headings/Titles
- 60 characters max
Microtitles
- 30 characters max
Introductory copy
Typically right below a heading.
- 200 characters max
- Use sparingly since users often skim over it; not every section/heading needs intro copy
Supporting copy
- Keep the copy short. Web users are often skimming headings and jumping around the page to find content they care about. If a section looks like a lot of text, they may skip it because another section is more visually interesting/approachable.
Guidelines for specific content
Meta-description
- 160 characters max
- include SEO keywords; spell out acronyms
Hero
Microtitle
- Keep it short (~30 characters) since it is in all-caps
- Only available for pattern hero
Page title/H1 heading
- Suggest a page title based on what the page is called in the navigation. (e.g. for the About page, suggest title be "About" or "About the Wisconsin School of Business")
- Short and scannable (user might be thinking "Am I on the right page?" when they see this – copy should confirm that quickly)
- Should not be filled with marketing copy; if it is, move that copy to a subhead or supporting copy or suggest eliminating
Supporting copy
- 60 characters max
Opening section with 3 chunks (simple card)
- Subhead - 25 characters max
- Supporting copy -150 characters max
...