Writing Styles & Headline Capitalization in E-commerce Development


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Writing Styles & Headline Capitalization in E-commerce Development

October 4th, 2018

Sentence Case versus Title Case

Writing is an art, so it needs style to stand out from the crowd. To create the perfect visual masterpiece, you need a guidebook (the exception being modern art) which are followed by experts and accepted throughout the world. In the same way, writing style books created by experts help professional writers to create masterpieces that follow a certain globally accepted method of writing.

Having a writing style for E-commerce helps your online store stand out from the competition and enhance user experience.

What is a Style Guide?

A style guide or manual of style is a set of standards for the writing, formatting, and design of documents. It is also called a style sheet.  It helps maintain a consistent style, voice, and tone across all forms of a writer’s published works.

Types of Style Guides

The Chicago Manual Style

There are different types of style guides for different types of professional writing. These types are categorized into style guides for Journalism, Science & Research, Legal, and Technical Documentation.

AP Associated Press


Writing guides in journalism are some of the most well known because

of their use in print in digital media. Some of the most prominent style

guides in journalism are the AP Style GuideThe Chicago Manual Of 

Style, and the Oxford Style Manual 

Science & Research

Science & Research

A researcher who wants to write scientific journals or publish scientific papers need to follow style guides approved for scientific use from international research or scientific bodies. Depending on the body they are affiliated to, they primarily use style guides published by the American Psychological Association (APA), the Turabian, or the American Medical Association (AMA).


Legal & law

Writing a new law involves a lot of writing. From the moment it is conceptualized by a lawyer or a judge to when it is included as a new act or amendment in a country’s book of laws, legal writers write hundreds to thousands of copies of the law with modifications, amendments, and court rulings from different levels of justice.

As a part of a law student’s study to become a lawyer, they study to write laws according to a certain set of rules and regulations which are accepted by the state or national legal body they represent. Most legal bodies recognize Bluebook and the Oxford Standard for Citation of Legal Authorities as the global standard for writing laws.


A brand style guide is a rulebook which contains specifications on everything that is involved in identifying a brand–everything from typography and color to logos and imagery. It lets employees working on that brand know exactly how to present the brand in the market.

Most brands prefer to create a style guide that is uniquely their own. Brand specific writing style guides include everything from the color of the font used for writeups, the font size, number of images and more.

Cover page

Headline Capitalization

Headline writing involves crafting compelling headlines that informs a reader about the written content below it. For a business, it describes what the Unique Selling Point (USP) of the business is. Headlines for a product or service communicates the best benefit a consumer has when they purchase the product/ service.

Writers spend more time on their headlines than on any other forms of copy.

Types of Headline Capitalization

Headline capitalization types

Title Case

Title case means that the first letter of each word is capitalized, except for certain small words, such as articles and short prepositions.

Sentence Case

Sentence case involves capitalizing only the first word and any proper nouns.

Headline Capitalization Across the World

The fact is people across the world write headings in different ways. In the US and Canada, writers prefer using title case for their headings. While the writers in Europe absolutely detest the title case and prefer to use the sentence case for all their content, copy and document headings.

The Americas

The reason for this is that students in American schools are taught to write using the title case since they are very young. They grow up used to the title case as, the content they read on an everyday basis from magazines and newspapers is written in title case.


   USA – the biggest fan of title case.

Europe and Elsewhere

On the other hand, international writers do not study the sentence case since they are kids. Professional European writers study the title case only in their high school or college. Still, their digital and print media stick to the sentence case for their headlines.

CapitalizationNeed nouns to be capitalized 

Except the Germans, they need every noun in their headlines capitalized for easy comprehension.

For E-commerce

So, if an E-commerce agency targets ads for an online store to an audience in the UK or France with a title case, they will be annoyed by the number of capitalized words. This will result in a drop in traffic to the E-commerce store and lower rate of returns.

The Best Practices in Headline Capitalization for E-commerce

Study Your Audience

Research on which part of the world you are promoting your online store. If you are using Google ads to promote your store, ask yourself; what kind of ads do they respond to?

Study ad data and current marketing practices in different parts of the world to ensure that your ads are well received wherever you target them.

A/B Testing

A/B testing is the process of comparing two versions of a web page, an ad, or a marketing copy and measuring the difference in its performance.

A/B Testing

Using A/B testing for your E-commerce ads involves trying out different types of ads for a particular audience.