Headlines, Subheads and Body Copy

We fol­low the Chicago Manual of Style for head­lines. The key takeaways:

  • Headlines with up to five words should be title case with no end punctuation.
    • Seriously, nev­er include a peri­od at the end of a title case headline.
  • Headlines with six words or more should be sen­tence case, and punc­tu­at­ed appropriately.
    • The Hudl Blog is an excep­tion, we always used title case for blog head­lines regard­less of length.
  • Always cap­i­tal­ize the first and last word of a headline.
  • Don’t cap­i­tal­ize prepo­si­tions (e.g., in, on, about, below).
  • Capitalize pret­ty much every­thing else, including:

This isn't A good Headline

Don’t capitalize prepositions or articles.

This Is a Better Headline

Do capitalize everything but prepositions and articles.

A Long, Complete Sentence Is Quite Common

Don’t add title case headlines with six or more words.

Common? Not this one.

You can use sentence case to emphasize a message in marketing copy.

A sub­head is any head­line that fol­lows under the main one. Use sen­tence case. Again, com­plete sen­tences get a peri­od, while frag­ments don’t.

Body copy is always sen­tence case with appro­pri­ate punc­tu­a­tion. Easy as that.

Check out how to write effec­tive head­lines for blog posts, modals and more.

Last Updated: 27 May 2020 at 9:39am CDT