Headline

The line that decides whether anything else gets read. Most of the audience meets only this; write it as the whole message.

The headline carries asymmetric load: for every reader who continues, several take only the headline and leave, so it must work as a complete transmission, position, tone and promise in one line. The old advertising arithmetic still holds, the headline is most of the spend.

Craft over cleverness: specific beats witty, one idea beats three, and the line must survive out of context, quoted, cropped, read aloud. Our page heads run one enormous word or phrase with everything else standing down, headline logic applied spatially. If the body text vanished, the headline should still leave the visitor knowing what we are.