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Capitalization
Headings
- H1s: Title-caseTitle case
- H2s: Title - case for 1-6 words; use sentence - case with headings longer than 6 words for better readability
- H3s-H5s: Sentence - case
CTAs
- Sentence - case
Buttons/links
- Sentence - case
For SEO
Meta-title
- 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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