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How to structure your page

Keeping your content scannable

Once you understand that people scan-read online, you will see the importance of structuring your content properly.


Use short page titles

Keep your page titles under 60 characters. This is both scannable, and the right length for Google and other search engines.

Discover more about titles from Moz.com


Use headings properly

You should not use Heading 2 to Heading 6 to format your text. Instead imagine using them as you would format a bullet list of content.

You can check that you have used headings correctly using:

Learn how to use headings on Sitebuilder


Example of using headings poorly

For example, if you just use heading tags to format text and make it look a certain way, it can appear like this to someone trying to access them:

  • Heading 2
          • Subheading 6
      • Subheading 4
  • Subheading 2
        • Subheading 5

Example of using headings correctly

As you can imagine, it would make more sense for a screenreader when you organise your content properly:

  • Heading 2
    • Subheading 3
      • Subheading 4
        • Subheading 5
          • Subheading 6
        • Subheading 5
          • Subheading 6
          • Subheading 6
      • Subheading 4
    • Subheading 3
    • Subheading 3
  • Heading 2

Use bullet points properly

People process information better in bite-sized chunks.

Wherever appropriate and possible in your copy:

  • Use bullet point lists
  • Use between 2 to 4 bullet points in a list
  • With short sentences, reaching a maximum of 15 words each

What if my content is longer than this?

Bullets are meant to broadly categorise information and make it quickly understandable. If you only have one single bullet point, more than four bullet points, or want to use full sentences, you should not use bullet points. Format your content as text with headings and subheadings instead.

Find out more about accessible lists from W3.org