# Structuring content

## **Page titles**

Don’t use colons, dashes or question marks in titles.

Use short titles. If a title has to be long, create a shorter version of it to be used in listings.

SEO remains important to us, so readers need to be able to get straight to the page on, for example, ‘What’s on’ or ‘Accessibility’. In functional content, the headline should tell the reader exactly what the page is about.

Use sentence case for ‘Visit us’-type headlines, for example, ‘About our collections’ and ‘Getting here’.

Use title case for events and exhibitions, for example, ‘Social Dance and Traumatic Histories’.

## **Subheads**

Use sentence case for subheads.

If your page has more than two subheads, use the heading ‘What’s on this page’ straight after your introductory paragraph, and list the subheads with internal navigation, so people can see what’s there at a glance and jump to the section they need.

## **Promo text**

Promo text should summarise the information rather than tell you that this is where the information is. For example:

**Visitor care statement**

It is our aim to deliver a consistently high standard of customer care for all visitors.

Not:

**Visitor care statement**

Here you can read our full visitor care statement.

## Contact info

Contact information should always be presented using a single separate slice at the bottom of the page.

## **Biographies**

Contributors to an event should have an image, short bio of up to 50 words and ideally a link to more information about them off-site. Copyeditors should flag with editors if they are missing.

Even if you’re familiar with a contributor’s online presence, don’t automatically assume that you know which link they would prefer. Ask them so you’re sure.

Ask the contributor if they’d like to include their pronouns. It’s entirely optional. Pronouns should be lower case.

 

### **Style for contributors’ links**

If it’s a website, make the link text the domain alone (no www), for example, abbietraylersmith.com. If the URL is obscure, long or complicated, use the text \[Firstname]’s website as link text, eg Abbie’s website.

If it’s a Twitter or Instagram handle, use the handle followed by ‘on’ followed by the platform as the link text, eg @abbiets on Instagram. No ‘follow’ or ‘channel’.