Carousel Content Guidelines

The heading is the first thing a visitor sees. Make it count.

Best practices:

• Aim for 3–8 words, ideally under 50–60 characters
• Use a quick, impactful "hook" — not a full sentence or paragraph
• Avoid headings that wrap across multiple lines, especially on mobile

Why brief headings matter:

• Users scan, not read. Visitors scroll past sliders quickly; a long heading will be missed.
• Space is limited. Lengthy headings wrap awkwardly and can obscure the background.
• Mobile matters. A heading that fits on one line on desktop may span 3–4 lines on a phone.
• Accessibility. Screen reader users navigate more efficiently when headings are concise and descriptive. Headings should summarize the slide — not contain all its details. (See: University of Michigan Accessibility, The A11Y Project)
• Visual hierarchy. The heading introduces the slide; the description provides supporting context.

The description should explain the value, purpose, or focus of your content in one or two concise sentences.

• Recommended length: 75–150 characters (approximately 15–25 words)
• If you feel strongly about including a longer paragraph, include one or two sentences and link to the full text elsewhere — on the page below or on a dedicated page
• On mobile, long carousel descriptions are frequently skipped; well-crafted short descriptions, such as those promoting an event, highlighting a research breakthrough, or showcasing a patient story, can be highly effective

• Keep button labels 2–5 words
• Use action-oriented language (e.g., Learn More, Meet Our Team, View Research)
• Use buttons to direct visitors to full content rather than cramming details into the slide