You just finished designing your small business website. The colors are perfect, the images are stunning, and you’re feeling pretty good about yourself. Then you sit down to write the copy, and suddenly you’re overtaken by website capitalization confusion.
Should your headings be IN ALL CAPS? Maybe They Should Be In Title Case? Or wait, is sentence case appropriate? And goodness gracious, why does it suddenly feel like you’re back in elementary school English class?
If you’ve ever found yourself staring at your screen, cursor blinking accusingly as you debate the merits of uppercase versus lowercase letters, you’re not alone. That being said, the last thing you need is to lose sleep over whether your website headings should be wearing capital letter hats or not.
By the end of this post, you’ll know exactly how to make your website copy readable, relatable, and actually encouraging conversions.
Understanding the Basics of Website Capitalization
Before we get into the nitty-gritty, let me clarify what each capitalization style looks like using examples:
Title Case style of website capitalization
This Is How Title Case Looks.
- Each major word starts with a capital letter
- Small connecting words (like “is,” “the,” “and,” “of”) may stay lowercase
- Creates a more formal, structured impression
Sentence Case style of website capitalization
This is how sentence case looks.
- Only the first word (and proper nouns) are capitalized
- Feels more casual and conversational
- Easiest to read in longer blocks of text
All Caps style of website capitalization
THIS IS HOW ALL CAPS LOOKS.
- Every letter is capitalized
- Grabs attention immediately
- Can feel intense or emphatic (sometimes it feels like YOU ARE SHOUTING!)
Each of these styles has specific uses in web design. Using them strategically enhances your website’s readability and user experience. Think of them as different tools in your communication toolbox. Each one has a place where it shines.
Each of these styles has its place in web design, and using them effectively can significantly enhance your website’s readability and user experience. (Think of them as the Goldilocks, Papa Bear, and Mama Bear of website capitalization. One of them is bound to be just right for your needs.)
Common Practices in Website Capitalization
There aren’t strict rules carved in stone for web design. I’ll admit, this was a hard adjustment when I first transitioned from the creative writing world into the marketing industry, During my MFA program, when writing my thesis and later while editing for the literary journal I co-founded, I was trained to be hyper-obsessed with adhering to the grammar rules of specific style guides like the Chicago Manual of Style.
Everything had a “right way” and a “wrong way.” And my brain likes “rules” so I adhered to them well.
The transition wasn’t so bad early in my marketing career, as many big brands did have editorial guidelines that specified following a particular style guide as it related to the content they created. But I quickly discovered was more rare than common.
In fact, there isn’t one set rule everyone follows. This means people are essentially doing whatever they think looks best, which explains why website capitalization feels so inconsistent across the internet. But just because there isn’t one set standard, that doesn’t mean there haven’t been common practices that have emerged over time. Because there have.
Let’s talk about how website capitalization typically appear across different website elements.
Headings and subheadings
Most websites use either title case or sentence case for both their headings and subheadings. The choice often depends on your brand’s tone and overall design aesthetic:
Title Case Example: “Our Services Will Boost Your Business”
Sentence case Example: “Our services will boost your business”
Titles for products and services
When it comes to naming your products, services, or offerings, titles play a crucial role in branding and marketing.
Titles for products or services typically use title case. This helps them stand out and gives them a sense of importance and uniqueness. For example:
- Social Media Mastery Course
- Premium Website Audit Package
- Small Business Branding Blueprint
Consistently using title case for your product or service names helps them maintain their branded identity throughout your website and marketing materials.
Body text
Body text is where you deliver most of your information, such as the paragraphs where you explain, persuade, and connect with your readers. It’s typically smaller than headings and makes up the bulk of your written content.
For paragraphs, bullet points, and most body text, sentence case is the standard choice. Why? It’s simply easier for readers to process large amounts of text in this format. Our brains are used to reading books and articles in sentence case, making it the most comfortable option for extended reading.
Let me show you what I mean with a quick example. Here’s how a paragraph looks in sentence case:
“For paragraphs, bullet points, and most other body text, sentence case is the go-to choice. It’s easier for readers to process large amounts of text in this format.”
And here’s the same paragraph in title case:
“For Paragraphs, Bullet Points, And Most Other Body Text, Sentence Case Is The Go-To Choice. It’s Easier For Readers To Process Large Amounts Of Text In This Format.”
Did you notice how the second version required more mental effort to read? That’s exactly why we typically reserve title case for shorter, more impactful elements rather than longer blocks of text.
Calls to action (CTAs)
Calls to Action are the buttons, links, and phrases that guide your visitors toward taking a desired action—whether it’s making a purchase, signing up for a newsletter, or contacting you for more information.
CTAs often use ALL CAPS or Title Case to grab attention. Your choice depends on your overall design and how much emphasis you want to place on the action:
ALL CAPS Examples:
- SIGN UP NOW
- GET STARTED
Title Case Examples:
- Book Your Consultation
- Learn More
Remember, your CTA should be easy to notice without overwhelming your visitors. It’s about finding a sweet spot between standing out and fitting in with your overall design.
Special Cases and Exceptions in Website Capitalization
Listen, we already talked about how there were no rules, but now that I’ve shared a few of the common ways you’ll see website capitalization being used, I think we should talk about some special capitalization things you might see.
While the general guidelines I’ve outlined will cover most situations, you’re bound to encounter exceptions that don’t fit neatly into these categories. Here are some special cases worth noting:
Brand names and trademarks
Some brands have specific capitalization as part of their identity. Always respect their preferred style, even if it breaks your usual rules. For example, in the early days of Twitter, their style guide specifically indicated that the word “Tweet” should be written with a capital T and not a lowercase one. Other examples include:
- iPhone (not IPhone)
- eBay (not Ebay)
- LinkedIn (not Linkedin)
- WordPress (not WordPress)
Acronyms and initialisms
Acronyms and initialisms are typically in ALL CAPS, regardless of where they appear in your content
- SEO (Search Engine Optimization)
- CRM (Customer Relationship Management)
- FAQ (Frequently Asked Questions)
Navigation menus
Website navigation often uses Title Case or ALL CAPS for clarity and consistency, even if the rest of your site uses sentence case. (If you need an example, scroll up and you’ll see that mine is in all caps.) This helps navigation items stand out as clickable elements.
Legal text and disclaimers
Privacy policies, terms of service, and disclaimers often use both capital letters and/or Sentence Case in different parts. For example, Sentence Case is used for readability, especially since they often contain longer blocks of text that would be difficult to read in other formats.
Numbered or bulleted lists
The first word after a number or bullet point is usually capitalized, even when using sentence case throughout the rest of your content. That being said, there’s a lot of weird rules with lists, and I don’t always follow this one.
Multi-word hashtags
For multi-word hashtags, Title Case improves readability, whcih is very important if you care about accessibility—which you absolutely should. Look, check this out:
#SmallBusinessTips is much easier to parse than #smallbusinesstips.
My Website Capitalization Recommendation
After helping so many small business owners with their websites over the years, I’ve noticed some patterns that work really well when it comes to capitalization. If you’re looking for a place to start, here’s what I typically recommend for most small business websites:
- Title case for main headings and product/service names – This gives these elements the emphasis they deserve and helps establish your offerings as distinct, branded solutions
- Sentence case for subheadings and all body text – This is simply easier to read, and trust me, you want your visitors actually reading your carefully crafted messages
- ALL CAPS used sparingly for those “hey, look at me!” moments like short CTAs – A little goes a long way here, folks
Ultimately, the choice is yours. Your brand has its own personality, and your capitalization style should reflect that. Some brands thrive with a more formal approach using title case throughout, while others connect better with their audience using mostly sentence case. There’s no universal right answer – just the right answer for your specific business and audience.
But here’s what’s non-negotiable: consistency is absolutely crucial. Once you’ve made your choice, stick with it throughout your website. The dirty little secret about website capitalization? Consistency matters way more than which style you choose. Nothing screams “amateur hour” like random capitalization that changes from page to page.
When I review client websites, I often see them overthinking these details (I’ve been guilty of this too!). Remember that your visitors care far more about how you can solve their problems than whether you capitalized “and” in your heading.
Need someone to take this off your plate entirely? That’s literally what I do all day. I help small business owners develop strategic copy and content. And most importantly, I make sure the style of those words stay consistent. Learn more about what a VIP intensive looks like or connect so we can talk about all the ways we can work together.
