SheKnows StyleGuide

The SheKnows StyleGuide is a guide for writers to follow when creating new content for the SheKnows family of sites. To uphold the quality of our content and ensure a consistent, precise format for the content we produce, writers are required to abide by these style guidelines.


We do use the period after vs., Dr., Mrs., Mr., etc., in names (Michael J. Fox, Christine S. Thompson) and in other abbreviations, preferring M.D., C.N.M., etc.

Please spell out:

  • Numbers under 10, except for weights, measurements and recipe / instructional articles
  • Most abbreviations, including pounds, ounces, centimeters
  • All state names — we do not use postal abbreviations (CA, NY, FL), nor do we want AP-style state abbreviations (Calif., Mass.). Spell out state names in all instances. (This excludes references to the United States — please use U.S. in all instances.)


Use the abbreviations Ave., Blvd. and St. only with a numbered address: 600 New York Blvd. Spell all of them out and capitalize them when part of a formal street name without a number: New York Avenue. Lowercase and spell them out when used alone or with more than one street name: New York and Pennsylvania avenues.

All related words, such as alley, drive, road, terrace, etc., are always are spelled out. Capitalize them when part of a formal name without a number; lowercase when used alone or with two or more names. Always use figures for an address number: 8 Pine Circle.
Spell out and capitalize First through Ninth when used as street names; use figures with two letters for 10th and above: 9 Fifth Ave., 300 21st St.
Abbreviate compass points used to note directional ends of a street or quadrants of a city in a numbered address: 444 E. 52nd St., 561 W. 43rd St., 600 K St. NW. Don’t abbreviate if the number is omitted: East 52nd Street, L Street Northwest. No periods in quadrant abbreviations.
Use periods in the abbreviation P.O. for P.O. Box numbers.
When referencing a city and state in the middle of a sentence, place a comma after the state: He was spotted in San Diego, California, last Thursday.


Use figures when specifying ages. Use hyphens for ages used as adjectives before a noun or as substitutes for a noun.

Right: A 4-year-old girl, the girl is 4 years old, the class is for 2-year-olds, the ring has been in her family for 65 years, She is in her 20s.

Wrong: A 4 year-old girl, 2-years-olds, 10 year old boy


Do not use ampersands in the article body or meta data. Ampersands can be used in the title, subtitle and headings where appropriate as long as they don’t interfere with keywords.


  • Use plain text apostrophes ( ‘ ) and not smart/curly apostrophes ( ’ ) — this includes apostrophes used in tags.
  • Singular common nouns ending in s: Add ‘s unless the next word begins with s (the boss’s memo, the boss’ seat)
  • Singular proper names ending in s: Use only an apostrophe (Achilles’ heel, James’ book)
  • Plural nouns ending in s: Use just an apostrophe (the boys’ games, the stores’ products)


Don’t write “Research shows,” “According to experts” and the like. Instead, cite the research, experts, organization or other authority to which you are referring.

Right: “According to the Mayo Clinic, breast milk is best for…”

Even better: “A 2009 study from Somebig University indicated that breast milk increased a baby’s ability to fight the common cold by 43 percent.” [Completely made-up example]

“According to the Mayo Clinic’s Dr. Bob Jones, breast milk is…”

Wrong: “Studies show that breast milk is best for babies younger than 2 years old.”

Bullets & numbers

We encourage the use of bullets and numbers to help increase an article’s legibility, but do not bullet the list of additional links at the ends of articles. Also, the first letter of the first word after a bullet is to be capitalized.

  • Right way to do it
  • wrong way to do it


DO NOT USE ALL CAPS FOR ANYTHING except acronyms and initialisms unless otherwise noted by your assigning editor. If something needs emphasis, use italics.


Capitalize the first letter of the first word after a colon only if it is a proper noun or the beginning of a complete sentence.

Exception: In article titles, subtitles and headers, the first letter of the first word after the colon is always capitalized.

Right: She promised her team this: They will all finish the race together. There were three obstacles: weather, terrain and fatigue.

Wrong: She promised her team this: they will all finish the race together. There were three obstacles: Weather, terrain and fatigue.

Right: Colons: 2 Ways to use them [title]

Wrong: Colons: 2 ways to use them [title]


Observe all traditional grammar rules related to commas, but do not use serial (also called Oxford) commas — serial (Oxford) commas are the last comma in a simple series before the and, or or nor. Please use “me, myself and I” rather than “me, myself, and I.”

Commonly misused words

Make sure you’re using the proper word. When in doubt, look it up!

Examples: fewer than and less than, compliment and complement, longtime and long time, conscious and conscience, mantel and mantle.

  • “Fewer” is generally used for individual items and “less” is for bulk or quantity.

Right: Fewer than five students make it into the program.

Right: I had less than $20 in my wallet. I had fewer than 20 $1 bills in my wallet.

Wrong: He was fewer than 80 years old.

  • You give someone a compliment. Shoes complement an outfit.
  • Her longtime boyfriend finally proposed after a long time.
  • She wasn’t conscious after the accident, but because she caused it, it weighed heavily on her conscience.
  • A mantel is above a fireplace, whereas a mantle is a type of cloak.

Copying & pasting

This one is important! When copying and pasting from a document or website, our CMS program tries to be helpful and takes what you copy and pastes it exactly as delivered. If you used Times New Roman when you wrote it, and copy and paste from a rich text document like MS Word (anything other than plain text — no formatting), it will include font choices, bold, italics, smart quotes, etc. The same is true when you copy from a website. If you copy a quote to ensure you get it right, it may paste curly quotes (which we don’t use on SheKnows) into the article.

This is problematic in several ways. Please do not paste directly from Word (or another similar program) or other websites. You must take steps to save it as a text file and remove smart or curly punctuation before pasting. Adjustments can also be made to the settings in many programs to avoid converting to smart quotes and apostrophes or ellipses.

If this sounds insanely complicated, make your life easier and write from the very start in text-only using WordPad, Notepad, Textpad or Text Edit. Just be certain to save your document as text only.


Hyphens ( – ) are not substitutes for en dashes (–) or em dashes (—). They should be used as joiners. Use a hyphen to avoid ambiguity or to form a single idea from two or more words. (E.g., Pet-friendly, time-saving, etc.) Hyphens are commonly used when two adjectives work together to modify a noun when those adjectives come before the noun (but not when they come after it).

Right: Halloween-inspired cocktails

Right: Time-saving cleaning solutions

Wrong: Time saving cleaning solutions

Right: This made-up example is made up.

Dashes & semicolons

Want a dash? We use em dashes ( — ) with a space on either side to denote an abrupt change or emphatic pause or a series with a phrase.

When a phrase that otherwise would be set off by commas contains a series of words that must be separated by commas, use em dashes to set off the full phrase: She has all the qualities — kindness, personality, experience, intelligence — that the school wants in a teacher.

There are two ways to insert it into the article’s body. You can find the em dash under the special characters in the formatting toolbar (the Omega symbol, ?).

You can also insert an em dash into the article body or the title, subtitle and intro boxes using keyboard commands. On a Mac, this is accomplished by holding down the option and shift keys while pressing the -/_ key (next to the =/+ key). On a Windows-based computer, hold down the alt key and (with your number lock on) type the numbers 0151.

Please note that there’s a difference between an en dash ( – ) and an em dash ( — ). As you can see, the em dash is longer. Please do not use hyphens, double hyphens ( — ), en dashes or the HTML code in place of em dashes.

Right: We plan to go on vacation this summer — if I get a raise.

Right: The company came up with a marketing plan — it was Jen’s contribution — to launch their new skin-care line.

Wrong: The company came up with a marketing plan – it was Jen’s contribution – to launch their new skin-care line. [These are en dashes.]

Wrong: The company came up with a marketing plan-it was Jen’s contribution – to launch their new skin-care line.

Wrong: The company came up with a marketing plan—it was Jen’s contribution—to launch their new skin-care line.

Wrong: The company came up with a marketing plan — it was Jen’s contribution — to launch their new skin-care line. [These are double hyphens.]

To imply a greater pause than a comma provides, but lesser than a period, we prefer dashes to semicolons.

Semicolons, however, can also be used to separate items in a series where commas could be confusing or in place of a coordinating conjunction between two independent clauses. We prefer that you avoid semicolons (rewrite the sentence if possible or start a new one in the case of independent clauses), but if they must be used, please use them properly. Do not use them as a substitute for commas.

Right: He has a daughter, Kelly; two sons, Keith and Kevin; and several nieces and nephews.

Right: Her homework was due last week; she turned it in today.


When using an ellipsis, use three periods with a single space on the right side (… ). If you’re using an ellipsis to condense a quote, be sure you don’t eliminate sections that distort the meaning.

Right: The woman… was excited to get started.

Wrong: The woman…was excited to get started.


Always use italics for movie titles, television programs, books, records, etc., as opposed to quotation marks. Please also use italics to emphasize a word or to translate a phrase. Use quotes for song titles and television episode titles. Do not italicize the names of websites.

You may use italics in titles, subtitles and intros by using the special code <em></em>. Do not use <i></i>.

Right: Gossip Girl-inspired cocktails

In the CMS, this title would look like <em>Gossip Girl</em>-inspired cocktails

Wrong: Gossip Girl-inspired cocktails

  • Use single quotation marks, rather than double, in meta data (meta keywords, meta description).
  • Use double quotation marks in the title, subtitle, intro and body of an article.
  • Periods should always go inside of the quotation mark at the end of a sentence.

Right: She explained, “Her performance on the show was truly remarkable.”

Wrong: She explained, “Her performance on the show was truly remarkable”.

  • Use plain text/straight quotation marks ( “…” ) and not smart/curly quotes ( “…” ).


These months should be abbreviated when followed by a date: Jan., Feb., Aug., Sept., Oct., Nov. and Dec. (all other months should be spelled out). Days of the week should be spelled out and capitalized. Arabic numerals should be used. Never add an st, rd, nd or th to the end. Spell out when alone or with a year alone. When referencing a specific date in a specific year, the year should be set off with a comma.

Right: The deadline is Tuesday, Feb. 12 at noon.

Right: The deadline is Feb. 12 at noon.

Right: The deadline is in February.

Right: The deadline is February 2012.

Right: The deadline is March 9, 2012.

Right: She was born on March 9, 1976, in San Angelo, Texas.

Wrong: The deadline is Tues., February 12th.

Wrong: The deadline is Tuesday, Feb 12th.

Wrong: The deadline is Mar. 9, 2012

When referring to decades, use either: 1990s or ’90s. Please avoid 90s (without apostrophe in front) or 90’s (with the possessive apostrophe). When referencing the year, set it off with a comma: Dec. 8, 1985.


Times should be written with a lowercase a.m. or p.m. with a space after the number(s). Use figures except for noon and midnight. Avoid redundancies such as 10 a.m. this morning and 10 p.m. tonight.

Right: 11 a.m., 5 p.m., 3:30 p.m., 9-11 a.m.

Wrong: 11AM, 4 pm, 6 P.M., 7pm, 9 to 11 a.m.

For time zones, capitalize the full name of the time zone, such as Eastern Standard Time. The abbreviations EST, PDT, etc., are acceptable — such as 9 a.m. PST.

If referring to the time of a broadcast program (television, radio and the like) that airs at different times depending on the time zone, use the standard broadcast format. Do not specify a.m. or p.m. to clarify time of day. Instead, if necessary, state that it airs in the morning, afternoon, evening or at night.

Right: Being Human airs Mondays at 9/8c on SyFy.

Wrong: Friends airs weekdays at 10 p.m. /9 p.m. c on TBS.

Right: Friends airs weekday nights at 10/9c on TBS.

Viewers are accustomed to the first time being Eastern/Pacific and the second being Central time.


Use figures with and spell out inches, feet, yards, etc., to indicate depth, height, length and width. Hyphenate adjectival forms before nouns.

Right: She is 5 feet 7 inches tall, the 5-foot-11-inch man, the 6-foot man, the box is 12 feet long and 3 feet wide.


Fractions need to be converted to plain text — no symbols. (Right: 1/4 Wrong: ¼)

When combining fractional measurements with whole numbers, we use a hyphen between the two without a space (Right: 2-1/2 cups)

Titles, Subtitles & Headers

We use “downstyle” or “sentence case” — whichever name you prefer. It all means the same thing. Make sure proper nouns stay capitalized.

Always use numerals to refer to lists and never use periods or links. You may use exclamation points and question marks only when necessary.

Right: Show your man you care with love coupons

Right: Top 10 ways to improve your health

Right: Meatless Bolognese sauce

Right: Sporty style: How to wear this trend

Right: The Vampire Diaries recap

Right: 5 Beauty products for problem skin

Wrong: Here Is A Headline.

Wrong: 10 ways to improve your love life

Note: Certain “columns” are exceptions such as Tonight’s Dinner, Beauty Finds, Meatless Monday and Man Candy Mondays.

Interview: Q&A format

After the first reference, both SheKnows and the interviewee’s name should be abbreviated to initials.

SheKnows: What is your favorite color? [H4 italics]

John Smith: Blue. [Name and colon in bold paragraph, response in plain paragraph]

SK: What is the airspeed velocity of an unladen swallow?

JS: An English swallow or an African swallow?

Job titles

Capitalize formal titles when used before a name (but not after). Use lowercase when a title is not used with an individual’s name. Occupational descriptions do not need to be capitalized.

Right: Pope Benedict XVI, President Barack Obama, Sen. Dianne Feinstein, astronaut John James, farmer Tom Smith, George W. Bush became president of the U.S. after his stint as governor of Texas


When discussing money, use numerals with million or billion in all except casual uses (“I want a billion dollars” is OK.). Use a comma for most numbers greater than 999, with the exceptions being street addresses and radio frequencies. Be sure to keep the word million or billion in the first figure when stating a range. Also, please round up/down prices to the nearest whole dollar ($4.50 rounds up to $5).

Right: He is worth $7 million and pays $5,000 each month for a stylist.

Wrong: He is worth $7M and pays $5000 each month for a stylist.

Wrong: He is worth seven million dollars.

Wrong: He is worth $7 million dollars.

Right: He is worth from $3 million to $5 million. (Not $3 to $5 million, unless you really mean $3.)

Right: The train ticket cost $7.

Wrong: The train ticket cost $6.90.

Phone numbers

Please use figures for telephone numbers in the form 123-456-7899. For toll-free numbers, use this form 800-555-1000. When specifying an extension, use a comma to separate the main number from the extension: 215-555-1500, ext. 3.


SheKnows is one word and does not have a space. No references to SheKnows should be followed by .com.

Right: The beauty experts at SheKnows recommend…

Wrong: The beauty experts at She Knows recommend…

Wrong: The beauty experts at recommend…


Use only one space between sentences, and only one blank line between paragraphs.

Right: This is correct. Use only one space.

Wrong: This is not correct. Use only one space.

If necessary (as in the case of related links at the bottom of an article), you can single-space by holding down the Shift key while hitting Enter/Return.

Specific words

Please use American English unless you’re not working on content for the U.S. site. We don’t want to see grey, colour, etc., if you’re working on SheKnows’ U.S. site. Always spell words as they are spelled in the first (most acceptable in U.S. English) spelling at (including accent marks or special characters). When using accents or special characters, please do not use the characters generated by Microsoft Word or similar programs. Use either the “insert special character” function under the omega (upside-down horseshoe, ?) symbol in the rich text menu or keyboard commands (a list of keyboard commands for both PCs and Macs can be found online.) Do not use accents on words where none appear as the first accepted spelling at (e.g., decor).

For celebrity names, use the spelling they prefer (using or omitting accents, hyphens and periods where applicable). It’s Beyoncé, Jay Z, CeeLo Green, E L James, etc. Reputable sources for preferred spellings include official websites, IMDb and verified social media accounts.

Words we use:

  • Canceled, canceling, cancellation, decor, eyeshadow, farmers market, feta, healthy instead of healthful (e.g., “healthy meals” — yes, grammatically incorrect, but more SEO-friendly), long-distance (when referencing telephone calls), low-fat (when it precedes a noun), low fat (when it comes after a noun), makeup (as a noun), make up (as a verb), Mason jar, midseason, miniskirt, nerve-wracking, OK, Parmesan, skin care, smoky, traveled, traveling, T-shirt, dos and don’ts (never use the apostrophe in the plural of dos)
  • Blond should be used as an adjective at all times or as a noun when referring to a man. Blonde (with an E) should be used as a noun referring to a woman. (E.g., she has blond hair, the blond wood, he is a blond, she is a blonde)

Words we never want to see:

For various reasons, we have a few words we just don’t like — maybe they’re too vague, overused or cliché. These include:

  • Plethora
  • Myriad
  • In order to (just use “to”!)
  • There is/there are: Not technically incorrect, just not as strong of a sentence construction as it could be. Try rewording without these phrases, and you’ll see how much better your writing becomes.
  • Swear words: Please use asterisks in place of actual expletives. (E.g., s***)

Also, be mindful when using foreign phrases — make sure that you’re using them correctly and spelling them the right way! For example, there is no such thing as orderves (it’s hors d’oeuvres), and — voila! — a viola is a musical instrument. (Please don’t even remind us of the “wah la!” incidences.)


Do not use expletives anywhere on the site. Instead, use asterisks after the first letter of the word, such as “s***.” When using expletives that are compounds or that end in -ing, -ed, -s or the like, only the actual expletive (minus the first letter) should be starred out. (bada**, b****es, etc.)

Symbols & Accents

Do not use symbols like trademarks or copyrights unless otherwise instructed. Do not use specially formatted fractions (the type Microsoft Word automatically generates). If it becomes necessary to use a symbol, please use the “insert special character” function in the rich text formatting bar, which is an omega symbol (upside-down horseshoe, ?).

Please only use accented characters when that is the accepted first U.S. spelling per (or in the most authoritative dictionary used in the U.K., Canada or Australia on those sites). Accents and special characters (like the em dash) can and should be inserted into titles, subtitles and introductions using keyboard commands.

Do not use special characters of any kind in galleries or in tags.


On SheKnows, tags are not the same as the keywords used in search engine-friendly meta data! Tags, for our purposes, means creating SheKnows-specific site searches for the reader so they can find more information on very specific related topics. Tags will often be single words, but occasionally two- or three-word phrases.

For example, in this article about Michael Bublé’s wedding, good tags would be:

celebrity weddingsmichael buble

(Note that there is no accent over the E in his name in the tag!)

But you would not want to use the following as tags, as they’re too specific, and aren’t likely to return many related articles:

Michael Buble’s wife, Luisana Lopilato’s purple wedding dress, michael buble gets married

When in doubt, always ask your editor. Creating unnecessary tags damages our SEO and creates extra work for our team of developers.


We use the word “websites” and not “Web sites,” and “email” is to be used instead of “e-mail.” (Please use lowercase.) Internet should be lowercase unless it is beginning a sentence.

Wines & Foods

Wine names for grape varietals, such as chardonnay, pinot noir, sauvignon blanc, shiraz, etc. are not capitalized. Wines named after regions, such as Champagne or Chianti, are capitalized. The same applies to cheeses and other foods. If you have a subscription, AP has an entire list of such food items.

Brand names and proper nouns should generally be capitalized when used as an adjective to describe foods (e.g., Russian dressing, Boston baked beans, Waldorf salad, Tabasco sauce). Trademark and copyright symbols aren’t necessary unless you’re otherwise instructed.

Do not capitalize adjectives describing food when the adjective is not required for understanding or when it’s a style of cooking or cut, rather than denoting the food is from a particular location. For example, the F in french fries is not capitalized because the fries are not from the country of France, but rather are a style of fried potato. Refer to AP’s food entry, then to, for the official capitalization.

Special notes about recipe formats

Here are some notes to keep in mind when formatting recipes.

  • Each individual recipe name has its own subheading.
  • Servings or yield comes just below in regular paragraph font. Use “Serves” or “Yields” without a colon and do not modify it unless necessary (“Yields 4,” not “Yields 4 sandwiches”). If it serves or yields within a potential range, use a hyphen (with no spaces) to indicate the range (Serves 4-6).
  • Descriptive text, if needed, follows in regular font style after a line break.
  • After a second line break, “Ingredients” is H4, italics and has a colon. Each ingredient is bulleted. Use an unordered (bulleted) list. Do not manually enter bullets. If no measurements are given, capitalize the first word of the ingredient listing (i.e., Salt and pepper to taste).
  • Same with “Directions,” where each step is numbered. Use an ordered (numbered) list. Do not manually write out numbers.
  • When writing ingredient lists, the amount should be followed by the ingredient name (do not use prepositions — it’s 1 (14.5 ounce) can diced tomatoes, not 1 (14.5 ounce) can of diced tomatoes).
  • Clarifications of amounts should follow in parenthesis… 1 (8 ounce) can. (While otherwise grammatically correct, do not hyphenate the numeral and the measurement in the ingredients list.)
  • Special preparations (i.e., diced, crushed, etc.) should follow the name of the ingredient after a comma, whereas special notes about ingredients should be in parenthesis (i.e., use more to taste if desired).
  • Do not use shorthand when explaining the dimensions of cooking tools. Use 9 x 12-inch pan rather than 9×12″ pan).
  • Since we’re not limited on space, we use regular sentence style to list out the various steps in the directions. Do not cut out articles within the sentence: Ex. “Put the water in the pan” vs. “Put water in pan.”
  • Similarly, never abbreviate (for example, spell out “approximately” and “tablespoon” instead of “approx.” and “Tbsp.”).
  • In directions, list tools or equipment before the method. (Ex., In a large mixing bowl, beat the eggs with the liquid ingredients; in a large saucepan over medium-high heat, etc.)
  • Do not use the degrees symbol and specify the temperature scale being used. Use 400 degrees F (rather than 400° F).
  • Separate steps should be separate line items. Related tasks can be combined.
  • Always use numerals in recipes, including in the directions. Exceptions: If a number is modified by a number or if the number is at the beginning of the sentence, it should be spelled out. (Ex., separate the dough into 2 balls of equal size, two 2-inch, One time…).


Chocolate cherry eggs [H3]

Serves 10

Kid-friendly and delicious, these eggs combine two luscious chocolates, sweet maraschino cherries and yummy toasted walnuts. For variety, try dried fruit and different types of nuts.

Ingredients: [H4, italicized]

  • 1 (11 ounce) bag white chocolate chips or 11 ounces white bar chocolate, chopped
  • 2 tablespoons unsalted butter
  • 7 ounces marshmallow crème
  • 1-1/4 cups powdered sugar, sifted
  • 1 teaspoon pure vanilla extract
  • 1-1/2 cups maraschino cherries, drained and chopped
  • 1 cup toasted walnuts, chopped (toast before chopping)
  • 11 ounces milk-chocolate morsels
  • 2 tablespoons vegetable shortening
  • Pinch of salt

Directions: [H4, italicized]

  1. In a large microwave-safe bowl in the microwave on low heat, melt the white chocolate and butter, stirring every 45 seconds until smooth.
  2. With a wooden spoon, stir in the marshmallow crème, sugar, a pinch of salt and vanilla until well blended. Fold in the cherries and walnuts.
  3. Divide it into 12 equal portions and form it into egg shapes.
  4. In a medium-size microwave-safe bowl in the microwave on low heat, melt milk chocolate and shortening, stirring every 45 seconds until smooth.
  5. Using a fork, dip the white-chocolate eggs in the milk chocolate, turning to evenly coat. Place them on 2 wax paper-lined baking sheets to cool.

Note: The eggs can be decorated with sprinkles after dipping them in the milk chocolate.

Formatting for SK cookbooks

  • Serving size or yield comes just below the recipe name in bold and all capital letters (after a line break)
  • Italicize ingredients
  • Capitalize proper nouns and product names (Example: Worcestershire sauce and Triple Sec)
  • Use 9 x 12-inch pan (rather than 9×12″ pan)
  • Use an accent in the word purée and puréed
  • Do not abbreviate (example, spell out “approximately” and “tablespoon” instead of “approx.” and “Tbsp.”)
  • Place package measurements in parentheses: “1 (8 ounce) can of black beans” vs. “1 8-oz. can of black beans”
  • Use 400 degrees F (rather than 400° F).
  • Do not use special characters: “2-1/4 cups” instead of “2 ¼ cups”

Recipe format example:


SERVES 5-6 [Bold]

6 ounces vodka [Italics]
2-1/4 cups tomato juice
2 tablespoons Worcestershire sauce
1 tablespoon hot sauce
1/2 teaspoon salt
1/2 teaspoon pepper

Directions: [Bold]

  1. Mix vodka, tomato juice, Worcestershire sauce, hot sauce, salt and pepper well.
  2. Top each glass with celery stalk.
  3. Garnish rim with pepper if desired.

General formatting notes

  • Titles should be one line max.
  • Subtitles should be two lines max.
  • Do not use periods in subheadings. It is OK to use exclamation and question marks for emphasis on occasion.
  • Subheadings are H3 and downstyle on SheKnows and LovingYou.
  • Please use H2 on ChefMom, FabFoods, and FabLiving.
  • Please do not hyperlink H2 or H3 subheadings.
  • If a word/phrase requires italics (movie, book, TV show, etc.) in a title, subtitle or the intro, you must italicize them, even if text style overrides formatting (use HTML tags mentioned in italics above).
  • Please DO NOT use caps lock on H2s or H3s. Similarly, do not use all lowercase. All text must be properly formatted, even if the text style is overridden.
  • For product information, put the store/site first followed by a comma and the price in parentheses, rounded to the nearest whole dollar amount), at the conclusion of the paragraph describing it… (Anthropologie, $128). If the product is mentioned in passing, but the paragraph isn’t describing that product specifically, please place the store/site and price in parenthesis just after the product name. The name of the product should be linked to a place to view or buy it (make sure the link opens in a new window).
  • The How-To Channel follows a specific format. (Step 1:, Step 2). Sub-titles should always begin with “How to…”
  • When giving directions other than recipes or in the How-To channel (as in the case of craft articles), use the text “Supplies:” in H4 italics to list tools and supplies. Follow recipe guidelines otherwise (see above).


The guidelines for formatting links are as follows.

  • Be sure to link only the text and not a space after.
  • External links should open in new windows (including linking to a SheKnows article on LovingYou, etc.).
  • Internal links (same domain) should open in the same window.
  • When linking internally, chop off the “” from the URL.
    • Right: /health-and-wellness/articles/826857/5-bedroom-tips-for-better-sleep
    • Wrong:
    • Right: /beauty-and-style/celebrity-style/articles
    • Wrong:
    • NOTE: If you are in a article and would like to link to an article on another SK site or an external site, such as, Macy’s, a blog, etc., you MUST include the entire URL starting with http://www.

Callout links

Callout links are links to a related article on SheKnows placed between paragraphs. These links should be formatted as follows.

Check out the best skin care products for sensitive skin >>

  • The “>>” come at the end (leave a space after last letter and first >) and the entire line is H4 and italicized.
  • If there is something that is usually italicized in the line such as a movie or TV show, do NOT italicize the regularly italicized part to show distinction (proper italics must be in place before placing links or the link will break).
  • Use H4 for non-linked callouts before page breaks.

Tagged links

When linking a name to tagged articles (Example: /tags/blake-lively), only link the name and not the ‘s to show possession.

Right: Blake Lively‘s dress was …

Wrong: Blake Lively’s dress was …

Image specs

  • Please save at 72 DPI
  • Save as a JPEG
  • Try to keep the image size under 175kb
  • No spaces in filenames (use hyphens instead)
  • All lowercase
  • Use descriptive filenames and alt tags.
    • Good: “woman-on-a-diet-eating-a-salad.jpg”
    • Bad: “Diet Salad.jpg”
    • Good: “taylor-swift-2010-grammy-awards-red-carpet.jpg”
    • Bad: “taylor-swift.jpg”
  • Right justified images should use the following style: margin-top: 9px; margin-bottom: 9px; margin-left: 15px;

Photo usage

  • We should only be using celeb or news photos from the agencies we have relationships with. That would be WENN (non-exclusives only) and Getty (Premium Access). These all needed to be credited as specified by the agency.
    • When downloading from WENN, please pay attention to images with “Special Instructions.” Some images do not allow for online use. Do not download images marked “Exclusive.”
  • iStock is our source for stock images. No credit needed.
  • We can’t take a photo off of a blog and use that without the permission of the image owner. (We can’t just credit it).
  • Images from Wikipedia may be used depending on the license. Click on the image and look under “Licensing” to view terms.
  • We can’t use a magazine cover image but we can take a photo of a magazine cover and use that.
  • Product images are OK.
  • Use the following format for photo credits. In H5, italics:
Photo credit:

Dimensions by sites

SheKnows, LovingYou, HairstyleLounge

  • Main image: 600 x 399 (The How-to channel is an exception. Main images are 300 pixels wide and right justified)
  • Thumbnail: 125 x 95


  • Main image: 480 x 319
  • Thumbnail: 125 x 95


  • Main image: 432 x 323 (upload in the “featured image” field and not in article body)
  • Thumbnail: 125 x 95


  • Main image: 470 x 312
  • Thumbnail: 125 x 95

Daily Delights

  • Main image: 600 x 399 (in article body)
  • Featured image: 456 x 304 (upload in the “featured image” field)
  • Thumbnail: 125 x 95


  • Main image: 615 x 382 (upload in the “featured image” field and not in article body)
  • Thumbnail: 181 x 113
Last revision 12/15/13


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