Personal tools

Titles, Summaries, and Headings

The title field, description field, and headings work together to create an overview of the information contained in a page.


The page summary displays between the page title and main body text area, and is used in search results for the page. In general, the page summary should be 2 sentences or less and should state what the page contains (like a subtitle).

Heading Styles

Headings and subheadings on the APS website use the design templates managed by the CMS and align with APS's brand.

  • Typographic emphasis should not be used to manipulate the design or functionality of headings. For example avoid the use of bold, italics, hyperlinks, all caps, or underlining.
  • Any use of bold, italic, or hyperlinking in headings will be stripped out. 
  • Left-align heading text. Never center or right-align.

Title, Description, and Heading Guidelines

Titles, descriptions, and headings should be concise and use language that an average person would understand when searching the site. Try to follow these length guidelines for the majority of your content:

  • Titles: 2-5 words
  • Headings: 3-7 words
  • Subheadings: 3-7 words
  • Summary: 2 sentences or less (like a subtitle)

Your page title text doubles as the page label in the left navigation menu. 

Titles that repeat the same information in the first few words are repetitive and difficult to scan.
Page titles with
poor usability
Page titles with
improved usability
  • APS High School Students
  • APS Middle School Students
  • APS Elementary Students
  • APS International Students
  • High School Students
  • Middle School Students
  • Elementary Students
  • International Students

Examples of Titles and Headings

Simple, direct, and searchable

When possible, headings can be used as a call to action.

  • Register for School: Students and potential families would most likely use this language in an internet search. Bad example: The Registration Process for Registering for the Fall at APS.
  • Apply for Financial Aid: This uses a commonly used phrase “Financial Aid,” optimizing its ability to be found easily by search engines. Bad example: Let Us Help You Receive Federal Financial Assistance.
  • Schedule of Classes: Your site visitor will understand immediately what this headline is referring to.

Clear and descriptive

Sometimes a longer headline is necessary for a visitor to understand the page content.

  • Programs of Students, Families, and Community Supports: The abbreviation "SFCS" is unfamiliar to a visitor, and "Community Supports" is not descriptive enough about the content of the page. Bad example: SFCS Programs.