Page History

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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 (also referred to as a "wall of text"), users may skip it because another section is more visually interesting/easy to digest.
Use short, action-oriented (start with a verb) phrases instead of sentences.
If your sentence has lots of commas and connecting phrases, it probably needs to be re-written. Break out the phrases.
Consider using a bulleted list.
Special cases:

Storytelling often involves more text and text in several forms (headings, paragraphs, quotes, etc). Use a component like the card modal: a short heading is used to grab attention, and the user can choose to engage more by opening up the modal with the lengthier copy.
Like-content / multiple related sections: Consider a show/hide component like an accordion, dropdown, or tabbed content so the user only sees one section at a time.

Use short, action-oriented phrases
Link text should be specific and make sense to the user out of context
- Bad: "Click here", "View more", "Register here"
- Good: "Register for the webinar", "Read more about our dean", "View more about the curriculum"

Capitalization

H1s: Title-case
H2s: Title-case, unless it contains more than 6 words, then use sentence-case for better readability
H3s-H5s: Sentence-case

50-60 characters
Should mirror content in the H1/page title. (can match exactly or just contain the most important key words)
The meta title “wins the click,” while the H1 “keeps the reader” by confirming the topic once they land on the page.
Meta titles appear in SERPs and should be concise, keyword‑focused, and compelling.
These also appear as the browser tab titles for users.
Our typical pattern for these is "Page title | Program/Dept. | Wisconsin School of Business"

We can break this pattern for a good reason (i.e. to include a keyword or help differentiate the page in browser tabs)

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