Improving Top Of Page Header Copy And Presentation For 2Ia - Source Excerpt 03 - Subhead and strapline options

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Summary

This source excerpt begins near Subhead and strapline options and preserves the surrounding evidence from 2IA.org/agent-file-handoff/Archive/2026-05-18-top-navigation-density-public-copy/Improvement/Improving Top-of-Page Header Copy and Presentation for 2IA.md.

**Source path:** 2IA.org/agent-file-handoff/Archive/2026-05-18-top-navigation-density-public-copy/Improvement/Improving Top-of-Page Header Copy and Presentation for 2IA.md

If 2IA insists on one reusable sitewide line to replace a phrase like **“Message worth sharing,”** keep it factual and subordinate. The best candidates are the first two microcopy lines above. They say what the site *is*, not what someone ought to feel about it. That is much closer to NN/g’s guidance on distinct, informative taglines. citeturn25view0

### Subhead and strapline options

| Subhead option | Best fit |
|---|---|
| Trace contracts, records, and claims before repeating them. | Homepage |
| Public-interest research for readers who want proof, not posture. | Homepage, About |
| Learn what system is operating, who benefits, and what record makes it checkable. | Start Here |
| Start with one document, one institution, and one answerable claim. | Start Here, tool pages |
| See how surveillance, scoring, and identity systems show up in contracts, policies, and records. | Homepage, archive |
| Use 2IA to investigate lawfully, explain clearly, and escalate carefully. | Methodology, Start Here |
| Make complex systems easier to inspect without exposing private people. | About, Methodology |
| Follow the paperwork of control—and the repair paths that should exist. | Homepage |
| From public records to correction requests, find the next responsible move. | Archive, toolkit |
| Serious questions need named systems, readable evidence, and clear next steps. | About, investigations |

### CTA button texts

Use **buttons for actions** and **links for navigation**. NN/g explicitly distinguishes between buttons, which trigger actions, and links, which navigate; it also warns that generic “Get Started” CTAs are often misleading. citeturn28view0turn25view3

| CTA text | Best use |
|---|---|
| Start Here | Primary homepage onboarding CTA |
| Explore the Archive | Secondary homepage CTA |
| See the Records | Evidence-led CTA |
| How We Verify | Methodology CTA |
| Build a Pressure Map | Tool CTA |
| Read the Dossiers | Archive / content CTA |
| Request Records | Templates / toolkit CTA |
| Correct a Claim | Corrections / contact CTA |
| Support the Work | Support CTA |
| Contact 2IA | Contact CTA |

## Layout, visual treatment, and accessibility

### Recommended top-space pattern

Because users scan rather than read, and because strong subheadings support efficient “layer-cake” scanning, the most effective 2IA top space is likely to be a **tight, text-led stack**:
1. short eyebrow,
2. one clear H1,
3. one explanatory sentence or two-line deck,
4. one primary CTA and one secondary CTA,
5. one short trust or safety line. citeturn26view2turn26view3turn25view1

For the homepage, place the strongest value proposition in the H1 and move **“2IA – Two Identities Of Anonymous”** into the logo lockup or eyebrow context. That aligns with NN/g’s principle that the homepage should immediately communicate who you are and what you do. For **Start Here**, **Methodology**, **Support**, and **Contact**, keep the current page labels, but demote them to an eyebrow or small kicker above a more useful headline. citeturn25view1turn21view0turn21view1turn21view3turn21view4turn21view6

### Placement, scale, contrast, and motion

Use a **static hero first**. Baymard reports that many homepage carousels underperform, and NN/g notes that auto-forwarding reduces visibility and creates accessibility problems, especially for users who need more time to read. If motion is used at all, use it only for subtle feedback or state change, not for rotating top-of-page messages. Respect reduced-motion preferences with `prefers-reduced-motion`. citeturn27view2turn22view7turn25view4turn22view15

Visually, the priority order in the top area should be unmistakable. Primary buttons need high contrast and obvious states; clickable elements should look clickable without guesswork; and contrast should meet WCAG minimums of **4.5:1 for standard text** and **3:1 for large text**. NN/g also recommends not relying on color alone and making interactive elements easy to identify. citeturn28view1turn28view2turn22view14turn25view5

A practical 2IA-specific recommendation is to treat the current independence disclaimer and safety notes as **supporting microcopy**, not as competing headline copy. Put “Independent public-intelligence research. Not affiliated with any government agency.” in a utility strip or header note. Put “Not a secure drop” on Contact pages near the form or CTA. Do not let those lines occupy the rhetorical role of the H1. That respects the current site’s safety posture without sacrificing clarity. citeturn21view0turn21view6turn26view1

### Accessibility essentials for the header system

A rewritten header system should also satisfy basic accessibility structure:

- Use **one meaningful H1 per page**, with headings nested by rank and no unnecessary skipping. W3C notes that headings communicate page organization and support in-page navigation for browsers and assistive technologies. citeturn23view1turn23view2
- Make headings and labels **descriptive**, not ornamental. W3C says headings should describe topic or purpose, and they do not need to be long to do so. citeturn29view0
- Keep text as real text, not baked into images. Microsoft recommends externalizing strings and avoiding text in images because localization and adaptation become expensive and fragile otherwise. citeturn24view0
- Preserve visible focus states and readable button labels. NN/g’s button-state guidance is directly relevant here. citeturn28view1
- Support `prefers-reduced-motion` and minimize nonessential animation. citeturn22view15

### Visual mockup suggestions

#### Home hero

' ' ' text
[Eyebrow]
PUBLIC RECORDS / SURVEILLANCE / ACCOUNTABILITY

[H1]
Inspect the systems that inspect people

[Subhead]
Trace contracts, records, and claims before repeating them.
Independent public-interest research on surveillance, identity systems, and civil-liberties harms.

[Primary CTA] Start Here
[Secondary CTA] Explore the Archive

[Support note]
Independent. Lawful. Evidence-led.
' ' ' 

#### Section landing

' ' ' text
[Eyebrow]
START HERE

[H1]
Start with one concrete system

[Subhead]
Pick the school monitor, tenant screener, court fee vendor, broker file, or records denial in front of you.
Then find the first document that makes the claim checkable.

[Primary CTA] See the First Steps
[Secondary CTA] Browse Examples
' ' ' 

#### Contact or intake page

' ' ' text
[Eyebrow]
CONTACT

[H1]
Corrections, tips, and collaboration

[Subhead]
Use this channel for public tips, records leads, right-of-reply notes, and ordinary inquiries.

[Primary CTA] Contact 2IA
[Secondary CTA] Read Contact Rules

[Safety note]
Not a secure drop. Do not send sensitive material.
' ' ' 

## Peer patterns worth borrowing and avoiding

NN/g’s tagline advice is to compare your own top-space language with your strongest competitors and ask whether the copy still makes sense when the company name is removed. The peer set below is useful not because these sites are identical to 2IA, but because they solve the same first-viewport problem in adjacent spaces: public-interest journalism, digital rights, civic tech, research, and accountability. citeturn25view0