A fallback, not an override. If the user supplied copy, voice, or tone, use theirs. Two rules
hold regardless: the first, a comprehension floor, and the last, where pictures come from.
A first-time visitor must know
what the site and can from the hero alone. The business category (“ceramics
studio”, “trattoria”, “yoga studio”) appears verbatim in the H1, the kicker above it, or
the first clause of the subtitle. A witty H1 is welcome — beside an explicit category,
never instead of one.
Say what the business is, literally, above the fold.
is
do
The subtitle leads with the offer — the verb the visitor cares about comes early
(“Book…”, “Order…”, “Browse…”), flavor after.
Kickers carry information or don’t exist. “Handmade in Portland · Since 2019” earns its
place; “The Collection” above a Collection heading doesn’t. A voice-led H1 pairs with an
informative kicker (that’s where the category goes).
Titles and subtitles end without a period. Paragraphs keep theirs.
CTA labels are short, concrete, and not all-caps — the actual action, matching the one
primary CTA per page (DESIGN.md).
No fluff. Every line moves a visitor’s understanding forward — the H1 and subtitle most
of all.
A caption describes what its image actually shows. A slogan overlaid on a photo is not
a caption; if none is warranted, write none.
Every picture is in the site’s Wix Media, on an item or on a page (a hero, a banner): the
user’s own file, an image generated for the site, or one imported from a source the user
supplied or whose license allows it, through seed/images.mjs (generateImage,
importImage) or UploadImageToWixSite. Never a link to a picture on another website, in a
page or in the site’s data: that site did not license it to this one, and the picture breaks
when its host moves or blocks it. A picture you cannot get this way is left out, and the
surface is designed without it.