1. One H1 per page — and it is already there. The page title is the H1. Our Page Header block creates it automatically. Do not retype the page title inside a Heading block, and do not try to make a second “big title.”
2. Pick a heading level by where it belongs, not by how big it looks. On our site the size of a heading is set separately from its level — so choose the level that matches the structure, and it will still look right.
3. In the Heading block, “Level 1” means the top section under the page title. Because the page title is already the H1, the block’s levels sit beneath it. Just think of them plainly:
   • Level 1 = a main section of the page
   • Level 2 = a subsection inside a Level 1
   • Level 3 = a smaller point inside a Level 2
4. Go in order. Do not skip levels. Never jump from Level 1 straight to Level 3. Each step down goes one level at a time. Going back up any number of levels is fine.
5. Do not use bold text as a heading. If it introduces a section, use the Heading block. Bold is only for emphasis inside a sentence.
6. Some blocks already make their own headings — do not double up.
   • Cards — each card’s title is automatically a subheading.
   • Content & Image and Feature Break — the title is automatically a section heading.
   • So do not add a Heading block right above them just to repeat the same words.

Page Title  . . . . . . . . . .  (H1 — from the Page Header, automatic)
   Level 1: Admissions
      Level 2: Freshman Students
      Level 2: Transfer Students
   Level 1: Financial Aid
      Level 2: Scholarships
      Level 2: Grants

1. Describe the meaning, not the file. Say what the image shows and why it is there. Never leave it as a filename like IMG_2043.jpg.
2. Do not start with “Image of…” or “Photo of…” The screen reader already says it is an image. Jump straight to the description.
3. Keep it short — about one sentence (roughly 125 characters). Say what matters in this context and stop.
4. If the image is purely decorative, leave the alt field empty. A background texture, a divider, a mood photo that adds no information — an empty alt tells the screen reader to skip it. Do not type “decorative” or a filename.
   • Our note: Page Header background images are decorative by design — the page title is the real content — so they do not need descriptive alt.
5. If the image contains words (a flyer, a poster with dates and times), put those words in the alt text — or better, also add them as real text on the page.
6. Caption is not alt text. The Image Row block has a separate Caption field that everyone sees. Alt text is for people who cannot see the image. They can say different things — do not just copy one into the other.
7. Logos: use the organization’s name, for example Western New Mexico University.
8. If the image is also a link (some Slider images link out): the alt should describe where it goes or what it is, not just what it looks like.