4
votes
1answer
54 views

Capitalizing “The” in Title Case - Increases Engagement?

I regularly write advertisements for a client who insists that capitalizing "the" improves conversion rates (the number of people that click or buy). I know that it's technically wrong and it drives ...
7
votes
3answers
202 views

How should I capitalise headlines for professional Web writing? (Sentence case vs title case)

I'm often uncertain about how I should capitalise headlines for professional writing on the Web. The two options I'm talking about are: Just capitalise the first word and any other words that would ...