When crafting headlines
- Keep headlines simple and direct.
- Start with an action verb and use the active voice every time it’s possible.
- When writing a headline for a teasing page, you can get more creative than in other cases.
- Don’t add periods to your headlines. Period, or full-stop is an imaginary break and it might stop the reader from going on to the rest of the text.
- Only use periods for abbreviations and for headlines composed of two phrases. In such a case, separate the first phrase by a period (or a semicolon).
- An empty state can be a title as well, that's why they don't end with a period, especially those with an illustration and additional
- It's ok to use an ampersand (&) as a part of a title.