Headings, headlines & intro texts

Depending on where the text is used, and what function it is intended to serve, there will be different forms of style, formatting, alignment and so on to take into account.

Headings on Visitnorway are defined from H1 to H6, but should be used with care.


StylesEach page should have a header in H1, and never more than one. This will usually be the tittle on the header slide. A few pages may lack a header slide, and in these cases, it is okay to assign H1 to the main header of the content section. Pages that have a H1 in the header slide may have a different H2 title below the header slide.

A page may have several H2-headers. However; remember that the H-codes have a hierarchy for a reason. Try not to skip from one header to the next too much, though some is okay as long as it improves readability.

In general, text in H-tags should not receive additional formatting or links. Their formatting is predefined, and should thus not be messed around with. However, one possible exception is when you would like to link to a prominent quote, in which case italics and a link may sometimes be added to text in a H-tag.


The page headline is the headline/title that is found immediately below the header slide. If the page has a header slideshow, this should be in H2, centre justified, and in one column.


page header

Style: Header 2, unless the page does not have a header slide. In that case, it should be Header 1
Formatting: None
Alignment: Centre
Columns: One

How to write headlines in 5 easy steps:

  1. The headlines defines what the article is about: Perhaps the most basic rule: If the reader doesn’t understand what the article is about after reading the headline, you have failed.
  2. Avoid being boring: Headlines are often better when they include a verb, an activity, a movement. A good headline could make a viral success out of your article, but it is just as important to make the boring/bread and butter stuff just a little bit more lively.
  3. Be informative: People generally come to the Visit Norway site for information. Rather than hiding that fact, we should embrace it. The five W’s (who, what, when, where, why) can be useful tools when letting the reader know what kind of information you are going to provide them with.
  4. Length matters: Headlines should ideally explain to the reader what the article is about, but remember to keep it short and simple (if possible).
  5. Correlate with the main image: make sure the headline and the main image relates to one another.

Intro text

Screen Shot 2016-04-01 at 12.48.04

Main intro texts are entered as normal text in a text box widget. It is important that the text box is placed inside a container in a one column panel. Remember to change settings in container to intro text.

Intro texts should be centre justified whenever possible.

If any sub-headings (H2 or smaller) also have intro texts, these should be in Normal format.


Page intro

Style: text box placed in container in one column panel, set to intro text.
Formatting: None
Alignment: Centre
Columns: One

General page text

This is usually a general introductory text about whatever topic the page has. Sometimes this will be the only running text on the page (apart from title and intro text).


page general text

Style: Normal
Formatting: None
Alignment: Left
Columns: Two (Content Two Column), if the text is long enough.
Columns: One, if too short for readability to be improved by two column layout.

Remove formatting before pasting

If you are writing or editing text in another app and copy-pasting from that to the CMS, make sure you remove formatting before you paste. This can be done by pasting via a text-only editor, editing the HTML after pasting, or by pasting the text into the source field. This last option will remove all formatting, since this field accepts text only. Formatting must then be applied later, if desired.