Every piece of content we publish is supported by a number of smaller pieces. This section lays out our style in regards to these web elements, and explains our approach to the tricky art of SEO.
Alt text is a way to label images, and it's especially important for people who can’t see the images on our website. Alt text should describe the image in a brief sentence or two.
For more on how and why we use alt text, read the Accessibility section.
Button copy should always include verbs. Keep things clear and concise, and use sentence case. It’s OK to use an ampersand in button copy.
Standard website buttons include:
Use sentence case for checkboxes.
Use title case for menu names and sentence case for menu items.
Form titles should clearly and quickly explain the purpose of the form.
Use title case for form titles and sentence case for form fields.
Keep forms as short as possible.