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| General guidelines: - Content should be simple and straightforward
- Layout of the page should also be clean and scannable
- Calls to action (CTAs) and important content should be at the top of the page
- Keep the purpose of the page in mind and eliminate distractions
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| Page titles should: - Be clear and concise
- Accurately reflect the content of the page
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| Calls to action: - Should be easy to identify
- Text should be short but descriptive
- Try to have one primary CTA on a page
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| Body copy: - Write simply (avoid jargon and acronyms)
- Be succinct
- Keep it relevant
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| Image callouts: - Use sparingly (one per page is recommended)
- These callouts draw a lot of attention. Make sure they are separated from CTAs and don't get in the way of important content.
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| Section headings: - Use brief but descriptive section headings
- These will keep your content organized and help users to scan the page
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| Featured content list: - Use a bulleted list or the "Featured Content" component to stack content
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| Full page width panel: - These should go at the bottom of the page
- No more than two on a page
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