Titles

• Use sentence case and first person

• Try to keep them to under 6 words

• Use statements for overarching themes and questions to specific use cases

• Front load your titles with keywords, so that customers can easily scan what’s important

Headings

Separate your article into sections. It helps the user scan quickly to find the information they need.

• Can be in first or third person

• Try to use less than 6 words

• Try to mimic the same structure in each heading

• Format them as 'Header 3'

• Only use numbers if your headings are hierarchical or ordered

• If you have 3 or more headings, create an index with anchor links

• Avoid using more than 6 headings

Intro

An introductory sentence helps orient the user, and add structure to the page.

• Use third person

• Keep it to 3 sentences max

•  If your article has 3 or more headers, add an index after the intro sentence

• Link to relevant articles if necessary

Body

This is the meat of the article. Keep the body simple, straightforward, and short. The user has limited time, and they don’t know the subject as well as you do.

• Use third person

• Keep paragraphs and sentences short

• Only include images if they're absolutely essential

• Include hyperlinks to other articles

• Use bullet points and ordered lists to break up chunks of content

Call to action (CTA)

If your article has a clear action, include a CTA button. This helps the user complete the task on their own. For example, an article that explains getting verified should include an ‘Upload documents’ CTA.