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General guidelines:

  • Content should be simple and straightforward
  • Layout of the page should also be clean and scannable
  • Calls to action and important content should be at the top of the page
  • Keep the purpose of the page in mind and eliminate distractions

Page titles should:

  • Be clear and concise
  • Accurately reflect the content of the page

 

Calls to action (CTA):

  • Should be easy to find and identify
  • Text should be short but descriptive
  • Generally want one primary CTA on a page

Body copy:

  • Write simply
  • Be succinct
  • Keep it relevant

Image callouts:

  • Use sparingly (no more than two on a page)

 

 

 

 

 

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