Your words · Tone
Capitals and exclamation marks feel like shouting
Text in capitals is slower to read, and lots of exclamation marks can come across as pushy.
- Applies to
- every page
- Typical severity
- low
- Effect on conversions
- low
- Effort to fix
- Quick to fix
What to look for
Long passages or headlines in all caps (not short labels), or several exclamation marks across headlines and buttons.
What good looks like
Capitals are limited to short labels and exclamation marks are rare.
How to fix it
Use normal sentence capitals for headings, and use exclamation marks rarely, once a page at most.
Based on
- Public-sector design and content standards
Related checks
Your wordsPeople can't tell what you do at a glancePeople decide in seconds if they're in the right place. If your headline doesn't say what you do, many will leave.Your wordsVisitors can't tell if you're for themPeople look for signs they're in the right place. If you don't say who you help, the right customers may not stay.Your wordsThe line under your headline doesn't tell people moreThis line is your second chance to keep people reading. If it repeats the headline, that chance is wasted.
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