Page and section titles do a lot of heavy lifting. A good rule of thumb is to hide all the text on a page, except the page title, section titles, subsection titles, and the primary CTA.
If someone can still figure out what they need to do on that page or what that page is about, it’s a good sign that the page and section titles are working well.
Page titles is used to clearly and quickly tell people the main purpose of the page—what they can do or what information they can get on that page.
Section and subsection titles (also sometimes called headers and subheads) help organize the page into scannable, user-friendly chunks. They should provide clear guideposts and bring people deeper into the content.
Use sentence case. Don't use bold, italics, or standard punctuation in headings. It's ok to use question marks and exclamation points if they fit the criteria for those two marvelous pieces of punctuation.
1. Capitalize the first word of a title or heading (sentence case)
2. Capitalize proper nouns and any trademarked names (products, countries, people's names, etc...)
3. Don't use full stops
Note: We allow a little more character count for sections and subsections than page titles. But in general, sections become hard to scan when they’re too long. Eliminate unnecessary details or nuance in section and subsection titles, and address them with more depth in the paragraph copy.