As readers skip, skim and scan our pages, they often only notice the first two to three words of any of the paragraphs on the page. They also pay fractionally more attention to headings, bulleted lists and links, so it's important to ensure the first two to three words in those items "front load" information as much as possible.
Headings and subheadings should:
- Be in sentence case.
- Be active.
- Use keywords that are likely to be picked up by search engines.
- Use digits for numbers (even for numbers less than 10).
- Use punctuation sparingly.
- Not end with a period (but a question mark is acceptable in certain cases).
- Not end in a gerund, as these can add ambiguity and create problems with localization.
- Not begin with numbers (1. Time, 2. Apply time).
- Not contain a hashtag, as this can break certain social sharing plug-ins.