Page History

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Headings define content sections. Headings should be clear and concise.

Only one H1 per page, it is also known as the page title
As few words as possible, 1 or 2 words ideally. (Can be more if there’s a long name, such as “Finance, Investment, and Banking Department”.)
Should make it clear what the page is about (user might be thinking "Am I on the right page?"– H1 should confirm that immediately)
H1 should match the browser title and navigation link (there may be exceptions, but this is a great default).
H1s are consistent across sections of the website, so the H1 is usually pre-decided.

For example: Each program has an Admissions page, a Careers page, and a Curriculum page. And the H1s are all Admissions, Careers, and Curriculum.

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Headings go in order (H2, H3, H4) to make content readable and accessible for all users. In other words, new sections start with H2s, a heading underneath an H2 is an H3, and so on.

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30 characters max
Keep it short since it is often in all-caps
Often used right above another heading. Example: small text above page title in the AI Hub for Business page hero
Not available on all components

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Capitalization

H1s: Title-caseTitle case
H2s: Title -case, unless it contains more than case for 1-6 words, then ; use sentence - case with headings longer than 6 words 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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