How to write effective web site headlines - Continue

The different between headlines and contents is that a good headlines should keep it simple and direct, but contents should be detailed.

• Use the active voice
• A “capital” idea: The first word in the head should be capitalized as should all proper nouns, but do not capitalize every word.
• To the left
• Present tense: do not make the readers confuse!
• Punctuation normal — mostly: Headline punctuation is normal with two significant exceptions: Use periods for abbreviations only, and use single quotes where you would use double quotes in a story.
• No “a” or “and” or “the”? Avoid the use of the articles a, an and the unless they are needed for clarity.
• Subject and verb, please: Don't write headlines in which nouns and verbs (other than “is” or “was”) are assumed. And don’t start a headline with a verb.

Examples:
Good Headlines: go to http://web.ku.edu/~edit/headgood.html
Problem Headlines: go to http://web.ku.edu/~edit/headproblem.html